Effect of underdog (vs topdog) brand storytelling on brand identification: exploring multiple mediation mechanisms
Abstract
Purpose The purpose of this paper is to focus on the building of consumer–brand identification through the use of two themes (underdog and topdog) in the design of brand storytelling. It proposes that the underdog theme is superior because it is more effective in immersing readers in the story and generates higher emotional responses. The moderating effect of consumers’ implicit mindsets is also explored. Design/methodology/approach An...
Paper Details
Title
Effect of underdog (vs topdog) brand storytelling on brand identification: exploring multiple mediation mechanisms
Published Date
Sep 4, 2020
Volume
30
Issue
4
Pages
626 - 638
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