A brief affair with underwear: Uniqueness and innovativeness in male underwear brand purchases

This study investigates the role of consumers' need for uniqueness and fashion innovativeness when purchasing a male underwear brand. Data were collected from male participants through an intercept method in malls, public arenas and university campuses in Western Australia. A total of 388 usable questionnaires were returned. Data were analysed using factor analysis, multiple regression analysis and mediation analysis. It was found that male consumers' need for uniqueness is a uni-dimensional concept in the context of male underwear. Emotional value had the strongest and most significant effect on purchase intentions. Brand perceptions were found to have no effect on innovative consumers' purchase intention toward an underwear brand. This article adds knowledge in the area of marketing of male underwear and gives managers an understanding of the impact of uniqueness with respect to purchase intention toward a male underwear brand. Most studies on the consumer's need for uniqueness and consumer innovativeness have focused on public fashion apparel; this study, meanwhile, focuses on private, intimate products.