Login | Register

Underdog brand biographies and their influence on consumers’ post-message engagement

Title:

Underdog brand biographies and their influence on consumers’ post-message engagement

Nguyen, Thanh Thao (2017) Underdog brand biographies and their influence on consumers’ post-message engagement. Masters thesis, Concordia University.

[img]
Preview
Text (application/pdf)
Nguyen_MSc_F2017.pdf - Accepted Version
Available under License Spectrum Terms of Access.
1MB

Abstract

This research examines the effect of two dimensions of an underdog biography (external disadvantage, passion and determination) on consumers’ engagement with the brand, brand preferences, and purchase intention. It also adds two potential mediators—narrative transportation and post-message behaviors—to the conceptual model investigating the underdog biography effect. The findings show that passion and determination create relate more strongly to purchase intention than external disadvantage, and underscore the importance of both mediators, especially with regard to post-message behaviors. Overall, this research provides a new theoretical mechanism underlying the effect of underdog brand biographies. Managerial implications, limitations and future research directions are included in the conclusion part.

Divisions:Concordia University > John Molson School of Business > Marketing
Item Type:Thesis (Masters)
Authors:Nguyen, Thanh Thao
Institution:Concordia University
Degree Name:M. Sc.
Program:Marketing
Date:August 2017
Thesis Supervisor(s):Grohmann, Bianca
Keywords:underdog brand biography, underdog effect, narrative transportation, post-message engagement
ID Code:982761
Deposited By: Thanh Thao Nguyen
Deposited On:16 Nov 2017 17:31
Last Modified:15 Aug 2018 00:00

References:

Avery, J., Paharia, N., Keinan, A., & Schor, J. B. (2010). The strategic use of brand biographies. Research in consumer behavior, 12, 213-229.
Edson Escalas, J. (2004). Narrative processing: Building consumer connections to brands. Escalas, Jennifer Edson (2004)," Narrative Processing: Building Consumer Connections to Brands," Journal of Consumer Psychology, 14(1), 168-179.
Escalas, J. E. (2004). Imagine yourself in the product: Mental simulation, narrative transportation, and persuasion. Journal of advertising, 33(2), 37-48.
Green, M. C. (1996). Mechanisms of narrative-based belief change (Master’s thesis). Ohio State University: Columbus.
Green, M. C., & Brock, T. C. (2000). The role of transportation in the persuasiveness of public narratives. Journal of personality and social psychology, 79(5), 701.
Green, M. C., Brock, T. C., & Kaufman, G. F. (2004). Understanding media enjoyment: The role of transportation into narrative worlds. Communication Theory, 14(4), 311-327.
Green, M. C. (2004). Transportation into narrative worlds: The role of prior knowledge and perceived realism. Discourse Processes, 38(2), 247-266.
Green, M. C., Tesser, A., Wood, J. V., & Stapel, D. A. (2005). Transportation into narrative worlds: Implications for the self. On building, defending and regulating the self: A psychological perspective, 53-75.
Green, M. C., Kass, S., Carrey, J., Herzig, B., Feeney, R., & Sabini, J. (2008). Transportation across media: Repeated exposure to print and film. Media Psychology, 11(4), 512-539.
Hamby, A., Daniloski, K., & Brinberg, D. (2015). How consumer reviews persuade through narratives. Journal of Business Research, 68(6), 1242-1250.
Hayes, A. F. (2012). PROCESS: A versatile computational tool for observed variable mediation, moderation, and conditional process modeling [White paper]. Retrieved from http://www.afhayes.com/public/process2012.pdf
Kao, D. T. (2015). Is Cinderella resurging? The impact of consumers' underdog disposition on brand preferences: Underdog brand biography and brand status as moderators. Journal of Consumer Behaviour, 14(5), 307-316.
Koll, O., Von Wallpach, S., & Kreuzer, M. (2010). Multi‐method research on consumer–brand associations: Comparing free associations, storytelling, and collages. Psychology & Marketing, 27(6), 584-602.
Mazzocco, P. J., Green, M. C., Sasota, J. A., & Jones, N. W. (2010). This story is not for everyone: Transportability and narrative persuasion. Social Psychological and Personality Science.
Murphy, S. T., Frank, L. B., Moran, M. B., & Patnoe‐Woodley, P. (2011). Involved, transported, or emotional? Exploring the determinants of change in knowledge, attitudes, and behavior in entertainment‐education. Journal of Communication, 61(3), 407-431.
Nabi, R. L., & Green, M. C. (2015). The role of a narrative's emotional flow in promoting persuasive outcomes. Media Psychology, 18(2), 137-162.
Paharia, N., Keinan, A., Avery, J., & Schor, J. B. (2011). The underdog effect: The marketing of disadvantage and determination through brand biography. Journal of Consumer Research, 37(5), 775-790.
Paharia, N., Avery, J., & Keinan, A. (2013). Framing the Game: How Positioning Brands in Competition Can Be Strategically Used to Increase Brand Value. NA-Advances in Consumer Research Volume 41.
Paharia, N., Avery, J., & Keinan, A. (2014). Positioning brands against large competitors to increase sales. Journal of Marketing Research, 51(6), 647-656.
Paharia, N., & Thompson, D. V. (2014). When Underdog Narratives Backfire: the Effect of Perceived Market Advantage on Brand Status. NA-Advances in Consumer Research Volume 42.
Petty, R. E., & Cacioppo, J. T. (1986). The elaboration likelihood model of persuasion. Advances in experimental social psychology, 19, 123-205.
Priester, J. R., Nayakankuppam, D., Fleming, M. A., & Godek, J. (2004). The A2SC2 model: The influence of attitudes and attitude strength on consideration and choice. Journal of Consumer Research, 30(4), 574-587.
Rimé, B. (1995). The social sharing of emotion as a source for the social knowledge of emotion. In Everyday conceptions of emotion (pp. 475-489). Springer Netherlands.
Sestir, M., & Green, M. C. (2010). You are who you watch: Identification and transportation effects on temporary self-concept. Social Influence, 5(4), 272-288.
Simonin, B. L., & Ruth, J. A. (1998). Is a company known by the company it keeps? Assessing the spillover effects of brand alliances on consumer brand attitudes. Journal of marketing research, 30-42.
Sprott, D. E., & Shimp, T. A. (2004). Using product sampling to augment the perceived quality of store brands. Journal of Retailing, 80(4), 305-315.
Wheeler, S. C., Petty, R. E., & Bizer, G. Y. (2005). Self-schema matching and attitude change: Situational and dispositional determinants of message elaboration. Journal of Consumer Research, 31(4), 787-797.
Woodside, A. G., Sood, S., & Miller, K. E. (2008). When consumers and brands talk: Storytelling theory and research in psychology and marketing. Psychology & Marketing, 25(2), 97-145.
Woodside, A. G. (2010). Brand consumer storytelling theory and research: Introduction to a Psychology & Marketing special issue. Psychology & Marketing, 27(6), 531-540.
All items in Spectrum are protected by copyright, with all rights reserved. The use of items is governed by Spectrum's terms of access.

Repository Staff Only: item control page

Downloads per month over past year

Research related to the current document (at the CORE website)
- Research related to the current document (at the CORE website)
Back to top Back to top