Effect of underdog (vs topdog) brand storytelling on brand identification: exploring multiple mediation mechanisms

Published on May 11, 2021in Journal of Product & Brand Management4.355
· DOI :10.1108/JPBM-11-2019-2639
Elena Delgado-Ballester17
Estimated H-index: 17
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Abstract
References64
Newest
#1Ali Tezer (HEC Montréal)H-Index: 2
#2H. Onur Bodur (Concordia University)H-Index: 12
Last. Bianca Grohmann (Concordia University)H-Index: 18
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Although brands increasingly disseminate their brand biographies through brand sources, this research shows that this practice can decrease brand attitudes and consumer preferences. A brand source activates consumers’ persuasion knowledge, increasing negative thoughts and impeding narrative transportation into the brand biography. This research furthermore demonstrates that the negative impact of a brand source in the dissemination of brand biographies depends on self-congruence, such that a det...
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#1Kabil Nageswarakurukkal (USI: University of Lugano)H-Index: 1
#2Paulo Gonçalves (USI: University of Lugano)H-Index: 28
Last. Mohammad Moshtari (TUT: Tampere University of Technology)H-Index: 5
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Although Switzerland enjoys a mature e-commerce sector and online marketing with widespread use of social media, large Swiss nonprofit organizations (NPOs) still adopt mainly off-line marketing and mass marketing strategies to support their fund-raising efforts. Mass marketing techniques are expensive and require a large financial investment, which Swiss small and medium-sized organizations cannot afford. The high cost of adopting these conventional fund-raising strategies greatly affects small ...
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#1Vikas Kumar (IIMA: Indian Institute of Management Ahmedabad)H-Index: 8
AbstractBoth academics and industry are focusing heavily on building and nurturing consumer–brand relationships. Despite this interest, till now the role of traditional marketing constructs have be...
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#1Melissa D. Cinelli (University of Mississippi)H-Index: 4
#2Robyn A. LeBoeuf (WashU: Washington University in St. Louis)H-Index: 15
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Abstract Understanding how branded storytelling content impacts consumer engagement (CE) is needed to advance research in this topical field and better calibrate story elements. This paper aims to understand the interplay between branded storytelling content and CE, considering the different features of stories and the multidimensional nature of engagement. It takes a netnographic approach to a collection of consumer responses − close to 1000 rich comments offered in four languages − to digital ...
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#1Christina Sichtmann (University of Vienna)H-Index: 15
#2Vasileios Davvetas (University of Leeds)H-Index: 8
Last. Adamantios Diamantopoulos (University of Vienna)H-Index: 81
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Abstract Despite the well-documented importance of consumer-brand relationships, international branding research has not yet investigated whether a brand's perceived globalness and localness influence consumers' identification with the brand. Drawing on brand relationship theory and global/local branding literature, the present research theorizes on how perceived brand globalness and localness influence consumer-brand relationship building and discusses how these influences vary for brands of do...
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The purpose of this paper is to investigate the moderating roles of equality and scarcity on the impact of underdog brand positioning on consumer purchase intentions. Beyond testing the relationship between underdog brand positioning and purchase intentions (Study 1), the study examines how the equality perception affects consumer choices on underdog brands (Study 2) and how the reasons for product scarcity influence purchase intentions of consumers with prosocial orientations (Study 3).,A resea...
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#1Young-A SongH-Index: 1
#2So Young Lee (University of Texas at Austin)H-Index: 1
Last. Yoojung Kim (Konkuk University)H-Index: 14
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AbstractThis study examines whether and how consumers with different mindsets (i.e. fixed versus growth) have different motives for and patterns of using Instagram. The findings indicate that growt...
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AbstractConflict between favorites and underdogs is an everyday phenomenon. Research suggests that people support the underdog as they see a reflection of their own self in the person at a disadvan...
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Cited By2
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#1Patrícia Dias (UCP: Catholic University of Portugal)H-Index: 8
#2Rita Cavalheiro (UCP: Catholic University of Portugal)
The study of storytelling and brand love is justified by the need to understand the potential of storytelling as a tool that marketers have available to positively influence the love felt by the consumers toward a particular brand. In this case, we address the jewelry brand PANDORA as a case study. In our empirical research, we intend to understand the role of storytelling in the creation of brand love when it is used as a brand communication technique. In addition, we chose the brand PANDORA be...
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#1Christina Pfannes (CAU: University of Kiel)H-Index: 1
#2Caroline Meyer (CAU: University of Kiel)H-Index: 1
Last. Gregory M. Rose (UW: University of Washington)H-Index: 49
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