Calderón Urbina, Susan Danissa; Stamatogiannakis, Antonios - In: European Journal of Marketing 55 (2021) 13, pp. 148-176
Purpose: This study aims to introduce the duration of uniqueness, an important dimension of unique products. It studies how choices between products with long versus short duration of uniqueness are influenced by the interaction between pressure and consumers’ need for uniqueness (NFU)....