Abstract
The design of an effective brand story has become a key issue in marketing strategies. This study aims to explore what kinds of brand stories (underdog or top dog) individuals prefer from the perspective of the level of self-construal and the need for uniqueness. In this study, a questionnaire survey was used to collect data from China. One-way analysis of variance and bootstrapping via the Process plug-in were adopted to test the hypotheses. This study confirms that individuals with independent self-construal have a higher need for uniqueness and prefer underdog brand stories, while individuals with interdependent self-construal have a lower need for uniqueness and prefer the top dog brand story. This paper promotes theoretical research in the fields of self-construal, the need for uniqueness, and brand stories, and provides rich theoretical support for enterprises in designing and adjusting brand stories. Implications, limitations and future studies are discussed.
Highlights
Storytelling is an important and effective marketing tool (Kozinets, 2001; Hong et al, 2021) that enables people to dream and imagine a whole new world (Yueh and Zheng, 2019)
In a social psychology and political communication study, some scholars supported the role of underdogs (Vandello et al, 2007; Goldschmied and Vandello, 2009)
The underdog effect is not unconditional, and few studies have explored its range of applications
Summary
Storytelling is an important and effective marketing tool (Kozinets, 2001; Hong et al, 2021) that enables people to dream and imagine a whole new world (Yueh and Zheng, 2019). It could be an effective marketing tool for branding (Gensler et al, 2013; Granitz and Forman, 2015; Solja et al, 2018; Kao, 2019). Brand stories have a variety of themes and vary greatly in content, but the underdog story is one of the most popular, and the theme is prominent in collective fantasy and consciousness (Goldschmied et al, 2017). An underdog is a person or group who has a disadvantageous status in competition but makes arduous efforts (Paharia et al, 2011). The opposite of the underdog is the top dog, who is in an advantageous position in competition. Paharia et al (2011) confirmed that the underdog brand story is more able to arouse consumer sympathy than the top dog brand story, positively affecting consumer response to the brand The opposite of the underdog is the top dog, who is in an advantageous position in competition. Paharia et al (2011) confirmed that the underdog brand story is more able to arouse consumer sympathy than the top dog brand story, positively affecting consumer response to the brand
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
