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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| Auteurs principaux: | , |
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| Format: | article |
| Langue: | EN |
| Publié: |
Frontiers Media S.A.
2021
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| Accès en ligne: | https://doaj.org/article/dc2970147c504b9ab5c9f71aae59bfa5 |
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