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Must the underdog win? The moderation effect of product type in the underdog effect of brand stories.
- Source :
-
Asian Journal of Social Psychology . Dec2018, Vol. 21 Issue 4, p237-245. 9p. 3 Charts, 1 Graph. - Publication Year :
- 2018
-
Abstract
- From politics to sports to business, people are quick to categorize those at a competitive disadvantage as "underdogs." Moreover, there is ample anecdotal support that most people do not hesitate to align themselves with underdogs, a phenomenon called "the underdog effect." This study examines the moderation effect of product type (hedonic product vs. functional product) between brand stories and consumer brand identification using a mobile phone as the manipulated product. The moderation effect is tested with data collected from 287 participants in Wuhan, China. Results show that product type plays a significant moderating role. Specifically, consumers have higher brand identification if a functional product uses "top‐dog" brand stories or if a hedonic product uses underdog brand stories. The implications, limitations, and future studies are discussed. [ABSTRACT FROM AUTHOR]
- Subjects :
- *BUSINESS
*CONSUMER attitudes
*SOCIAL psychology
*ECONOMIC competition
Subjects
Details
- Language :
- English
- ISSN :
- 13672223
- Volume :
- 21
- Issue :
- 4
- Database :
- Academic Search Index
- Journal :
- Asian Journal of Social Psychology
- Publication Type :
- Academic Journal
- Accession number :
- 133047751
- Full Text :
- https://doi.org/10.1111/ajsp.12326