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


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.

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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.
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


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