Underdog or Top Dog Brand Story? The Role of Self-Construal and Need of Uniqueness
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 surve...
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| Main Authors: | , |
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| Format: | article |
| Language: | EN |
| Published: |
Frontiers Media S.A.
2021
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| Subjects: | |
| Online Access: | https://doaj.org/article/dc2970147c504b9ab5c9f71aae59bfa5 |
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| Summary: | 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. |
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