Must the underdog win? The moderation effect of product type in the underdog effect of brand stories

Li, Yalin; Zhao, Min

doi:10.1111/ajsp.12326

Cited by 15 publications

(20 citation statements)

References 38 publications

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“…expert) has a stronger effect on BRM via SBC for both hedonic and utilitarian products. This finding is in line with Li and Zhao’s (2018) result postulating that product type has positive moderating effects between various brand stories and consumer brand identification. Furthermore, our results indicate that this type of endorser is capable of improving BRM participation via consumers’ PPA for utilitarian products but not for hedonic products.…”

Section: Discussionsupporting

confidence: 91%

The role of endorsers in bringing defunct brands back to life: theory and evidence

Gilal

Zhang

et al. 2020

JPBM

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Purpose This study aims to investigate a randomized 3 (endorser type: celebrity vs CEO vs expert) × 2 (product type: hedonic vs utility) between-respondents factorial experiment to inspect the effects of the endorsers and product types on consumers’ engagement in BRM through brand-relationship variables [i.e. self-brand connection (SBC), perceived product attachment (PPA) and source credibility (SC)]. Marketing in a digital era is witnessing a rising trend of “brand resurrection as revolution” led by consumer power. The successful revitalization of various dead brands provides some new opportunities for companies to engage millennial consumers in brand resurrection movements (BRM) through the right choice of brand endorsers. The new-found love of companies for the revitalization of long-forgotten brands has attracted considerable interest among scholars and marketing practitioners. Despite the brand resurrection’s high practical relevance, little is known in marketing research about how to revive failing brands back to life. Design/methodology/approach Using source credibility theory (SCT) as a lens, this study conducted two studies (i.e. Study 1, N = 300; Study 2, N = 300) and builds on an analysis of data from Pakistani millennials. The hypotheses were inspected using both structural equation modeling and SPSS’s PROCESS macro. Findings Through two studies, the authors find that the match between endorser types and product types affects customer motivation to engage in BRM via SBC, PPA and SC (i.e. attractiveness, trustworthiness and expertise).[AQ2] The results showed that for utilitarian products, both SBC and PPA mediate the link between endorser types and BRM, but for hedonic products, PPA does not play a role. Similarly, the authors’ results indicate that for hedonic products, attractiveness, trustworthiness and expertise mediate the link between endorser types and BRM, but for utilitarian products, trustworthiness does not play a role. Practical implications The results of this research will help marketing managers devise effective brand endorsers strategies in reviving failing brands. Specifically, this endeavor highlights that understanding brand advertisements merely in terms of celebrity endorsement restricts the full potential that brand advertisements could have and also that a comprehensive understanding must include expert and chief executive officers (CEO) endorsers. Therefore, one of the central contributions of this research is the introduction of expert and CEO endorsers and the evidence that both celebrity (i.e. celebrity and CEO) and non-celebrity endorsers (i.e. experts) have an impact on consumers’ motivation to engage in BRM. Originality/value To the best of the authors’ knowledge, this is one of the first endeavors of its kind to empirically explore consumer attitude/motivation behind participation in reviving failing brands. The significance of this work is underscored by the fact that numerous dead brands are being brought back by companies because of consumer–brand co-creation movements.

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Section: Discussionsupporting

confidence: 91%

The role of endorsers in bringing defunct brands back to life: theory and evidence

Gilal

Zhang

et al. 2020

JPBM

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“…Second, the scant research on underdog and topdog brand storytelling draws primarily on the self-identification mechanism to explain the effectiveness of these stories (Li and Zhao, 2018; Kim et al , 2019; Tezer et al , 2019). However, irrespective of whether one identifies as an underdog or as a topdog, other specific psychological mechanisms may be related to the narrative persuasion of the story plot itself.…”

Section: Discussionmentioning

confidence: 99%

“…Most research on underdog-style brand stories have embraced self-consistency theory to explain their superior effectiveness in terms of the fact that most people at some point in their lives have considered themselves as underdogs (Li and Zhao, 2018; Kim et al , 2019; Tezer et al , 2019). As a result of their own underdog disposition, consumers develop a stronger sense of identity with brands that are weaker but determined to improve (Shirai, 2017).…”

Section: Underdog Vs Topdog Brand Storytelling Stylesmentioning

confidence: 99%

“…As a result of their own underdog disposition, consumers develop a stronger sense of identity with brands that are weaker but determined to improve (Shirai, 2017). To a minor extent, the effectiveness of underdog-style brand stories has also been explained in terms of other contextual drivers, such as the type of consumption domain (hedonic vs utilitarian: Shirai, 2017; Li and Zhao, 2018), the retail environment (crowded vs uncrowded: Li and Zhao, 2018) and the individual’s psychological distance from the brand (Kao, 2019).…”

Section: Underdog Vs Topdog Brand Storytelling Stylesmentioning

confidence: 99%

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Effect of underdog (vs topdog) brand storytelling on brand identification: exploring multiple mediation mechanisms

Delgado‐Ballester

2020

JPBM

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Purpose The purpose of this paper is to focus on the building of consumer–brand identification through the use of two themes (underdog and topdog) in the design of brand storytelling. It proposes that the underdog theme is superior because it is more effective in immersing readers in the story and generates higher emotional responses. The moderating effect of consumers’ implicit mindsets is also explored. Design/methodology/approach An experimental study with a single-factorial design is conducted with 301 consumers assigned at random to one of two brand storytelling conditions: underdog theme or topdog theme. Findings The results show a full mediating effect of the underdog (vs topdog) theme on brand identification through reader immersion and empathic feelings. Research limitations/implications The use of a fictitious brand and a specific product category may limit the generalizability of the results. Practical implications Placing the brand in a story with an underdog plot is more effective in catching consumers’ attention than using a topdog brand story. In particular, using an underdog theme is a good approach for targeting consumers who have a growth mindset. Originality/value This study explains the persuasiveness of brand storytelling in terms of the characteristics of the storytelling itself rather than the individual characteristics of consumers (e.g. their own underdog dispositions). The results also suggest that the implicit mindset of the individual plays a role.

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“…Participants were located using the method of a central‐intercept test, following Li and Zhao (), on the campus of a university in Wuhan, China. To ensure the randomness of the sample, the investigators were required to inquire of 1 person of every 10 if he or she was willing to take part in a survey.…”

Section: Methodsmentioning

confidence: 99%

Effects of the presence of others on prosocial behavior: Perceived face as mediator

Zhao

2019

Asian J of Social Psycho

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Previous studies have shown that the prosocial behavior of individuals may be promoted or inhibited by the presence of others. This study hypothesizes that prosocial behavior relates to the relationships among present individuals, beyond their number. This study examines whether there is a significant difference in an individual's prosocial behavior in the presence of different types of others (strangers or friends) and whether this effect is mediated by the perception of face. Two studies that used different methods of data collection were conducted. It was found that the presence of friends promotes prosocial behavior more than does the presence of strangers. In addition, perceived face plays a mediating role between the presence of different types of people and prosocial behavior.

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Must the underdog win? The moderation effect of product type in the underdog effect of brand stories

Cited by 15 publications

References 38 publications

The role of endorsers in bringing defunct brands back to life: theory and evidence

The role of endorsers in bringing defunct brands back to life: theory and evidence

Effect of underdog (vs topdog) brand storytelling on brand identification: exploring multiple mediation mechanisms

Effects of the presence of others on prosocial behavior: Perceived face as mediator

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