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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Autores principales: Yalin Li, Min Zhao
Formato: article
Lenguaje:EN
Publicado: Frontiers Media S.A. 2021
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Acceso en línea:https://doaj.org/article/dc2970147c504b9ab5c9f71aae59bfa5
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