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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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| 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 |