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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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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
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author Li, Yalin
Zhao, Min
author_facet Li, Yalin
Zhao, Min
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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.
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spelling pubmed-86606702021-12-11 Underdog or Top Dog Brand Story? The Role of Self-Construal and Need of Uniqueness Li, Yalin Zhao, Min Front Psychol Psychology 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. Frontiers Media S.A. 2021-11-26 /pmc/articles/PMC8660670/ /pubmed/34899511 http://dx.doi.org/10.3389/fpsyg.2021.765802 Text en Copyright © 2021 Li and Zhao. https://creativecommons.org/licenses/by/4.0/This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
spellingShingle Psychology
Li, Yalin
Zhao, Min
Underdog or Top Dog Brand Story? The Role of Self-Construal and Need of Uniqueness
title 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_short 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
topic Psychology
url 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
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