Cargando…

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

Detalles Bibliográficos
Autores principales: Li, Yalin, Zhao, Min
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2021
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8660670/
https://www.ncbi.nlm.nih.gov/pubmed/34899511
http://dx.doi.org/10.3389/fpsyg.2021.765802