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...

Descripción completa

Guardado en:

Detalles Bibliográficos
Autores principales:	Yalin Li, Min Zhao
Formato:	article
Lenguaje:	EN
Publicado:	Frontiers Media S.A. 2021
Materias:	self-construal need for uniqueness brand story underdog top dog Psychology BF1-990
Acceso en línea:	https://doaj.org/article/dc2970147c504b9ab5c9f71aae59bfa5
Etiquetas:	Agregar Etiqueta Sin Etiquetas, Sea el primero en etiquetar este registro!

id	oai:doaj.org-article:dc2970147c504b9ab5c9f71aae59bfa5
record_format	dspace
spelling	oai:doaj.org-article:dc2970147c504b9ab5c9f71aae59bfa52021-12-01T04:26:32ZUnderdog or Top Dog Brand Story? The Role of Self-Construal and Need of Uniqueness1664-107810.3389/fpsyg.2021.765802https://doaj.org/article/dc2970147c504b9ab5c9f71aae59bfa52021-11-01T00:00:00Zhttps://www.frontiersin.org/articles/10.3389/fpsyg.2021.765802/fullhttps://doaj.org/toc/1664-1078The 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.Yalin LiMin ZhaoFrontiers Media S.A.articleself-construalneed for uniquenessbrand storyunderdogtop dogPsychologyBF1-990ENFrontiers in Psychology, Vol 12 (2021)
institution	DOAJ
collection	DOAJ
language	EN
topic	self-construal need for uniqueness brand story underdog top dog Psychology BF1-990
spellingShingle	self-construal need for uniqueness brand story underdog top dog Psychology BF1-990 Yalin Li Min Zhao Underdog or Top Dog Brand Story? The Role of Self-Construal and Need of Uniqueness
description	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.
format	article
author	Yalin Li Min Zhao
author_facet	Yalin Li Min Zhao
author_sort	Yalin Li
title	Underdog or Top Dog Brand Story? The Role of Self-Construal and Need of Uniqueness
title_short	Underdog or Top Dog Brand Story? The Role of Self-Construal and Need of Uniqueness
title_full	Underdog or Top Dog Brand Story? The Role of Self-Construal and Need of Uniqueness
title_fullStr	Underdog or Top Dog Brand Story? The Role of Self-Construal and Need of Uniqueness
title_full_unstemmed	Underdog or Top Dog Brand Story? The Role of Self-Construal and Need of Uniqueness
title_sort	underdog or top dog brand story? the role of self-construal and need of uniqueness
publisher	Frontiers Media S.A.
publishDate	2021
url	https://doaj.org/article/dc2970147c504b9ab5c9f71aae59bfa5
work_keys_str_mv	AT yalinli underdogortopdogbrandstorytheroleofselfconstrualandneedofuniqueness AT minzhao underdogortopdogbrandstorytheroleofselfconstrualandneedofuniqueness
_version_	1718405931130159104

Underdog or Top Dog Brand Story? The Role of Self-Construal and Need of Uniqueness

Ejemplares similares