Login | Register

When Goliaths win and Davids lose: The moderating role of perceived risk in brand biography effects

Title:

When Goliaths win and Davids lose: The moderating role of perceived risk in brand biography effects

Tezer, Ali, Bodur, Onur and Grohmann, Bianca (2022) When Goliaths win and Davids lose: The moderating role of perceived risk in brand biography effects. Psychology & Marketing, 39 (1). pp. 27-45. ISSN 0742-6046 (In Press)

[thumbnail of Tezer-Bodur-Grohmann PM 2022.pdf]
Text (application/pdf)
Tezer-Bodur-Grohmann PM 2022.pdf - Submitted Version
Restricted to Repository staff only until 1 February 2023.
Available under License Spectrum Terms of Access.
631kB

Official URL: https://doi.org/10.1002/mar.21569

Abstract

Brand biographies trace a brand’s evolution to position it as an underdog (i.e., passion and determination that lead to success despite of limited resources) or a topdog (i.e., success based on abundance of resources) brand. This research examines how consumers’ risk perceptions associated with brand choice influence brand biography effects. In two studies, the authors demonstrate that when perceived risk associated with brand choice is low, consumers process brand biographies narratively, and underdog (vs. topdog) brand biographies lead to higher levels of narrative transportation, resulting in more favorable brand evaluations. When perceived risk associated with brand choice is high, however, consumers respond more positively to topdog (vs. underdog) brand biographies, which signal brand’s ability to reduce the risk associated with brand choice. Importantly, the topdog effect observed at higher levels of perceived risk reverses when consumers have the opportunity to process the brand biography prior to receiving high risk information, as this allows for narrative transportation into the brand biography. This research contributes to a more nuanced understanding of consumer reactions to brand biographies and suggests that perceived risk should be an important determinant in the marketers’ choice of emphasizing the topdog or underdog characteristics of their brand biography.

Divisions:Concordia University > John Molson School of Business > Marketing
Item Type:Article
Refereed:Yes
Authors:Tezer, Ali and Bodur, Onur and Grohmann, Bianca
Journal or Publication:Psychology & Marketing
Date:2022
Digital Object Identifier (DOI):10.1002/mar.21569
ID Code:990243
Deposited By: Bianca Grohmann
Deposited On:23 Feb 2022 20:16
Last Modified:23 Feb 2022 20:16
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