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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...
Autores principales: | , |
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Formato: | Online Artículo Texto |
Lenguaje: | English |
Publicado: |
Frontiers Media S.A.
2021
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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 |
author_sort | Li, Yalin |
collection | PubMed |
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. |
format | Online Article Text |
id | pubmed-8660670 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2021 |
publisher | Frontiers Media S.A. |
record_format | MEDLINE/PubMed |
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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