We introduce the concept of an underdog brand biography to describe an emerging trend in branding in which firms author a historical account of their humble origins, lack of resources, and determined struggle against the odds. We identify two essential dimensions of an underdog biography: external disadvantage, and passion and determination. We demonstrate that such a biography can increase purchase intentions, real choice, and brand loyalty. We argue that these biographies are effective because consumers react positively when they see the underdog aspects of their own lives being reflected in branded products. Four studies demonstrate that the underdog brand biography effect is driven by identity mechanisms: we show that the effect is (a) mediated by consumers' identification with the brand, (b) greater for consumers who strongly self-identify as underdogs, (c) stronger when consumers are purchasing for themselves versus for others, and (d) stronger in cultures in which underdog narratives are part of the national identity.

No abstract

The authors propose a conceptual framework to explain whether and when the introduction of a new retail store channel helps or hurts sales in existing direct channels. A conceptual framework separates short-and long-term effects by analyzing the capabilities of a channel that help consumers accomplish their shopping goals. To test the theory, the authors analyze a unique data set from a high-end retailer using matching methods. The authors study the introduction of a retail store and find evidence of cross-channel cannibalization and synergy. The presence of a retail store decreases sales in the catalog but not the Internet channel in the short run but increases sales in both direct channels over time. Following the opening of the store, more first-time customers begin purchasing in the direct channels. These results suggest that adding a retail store to direct channels yields different results from adding an Internet channel to a retail store channel, as previous research has indicated.

No abstract

The authors explore the effects of having a large dominant competitor and show conditions under which focusing on a competitive threat, rather than hiding it, can actually help a brand. Through lab and field studies, the authors demonstrate that highlighting a large competitor's size and close proximity can help smaller brands rather than harm them. The results show that support for small brands goes up when faced with a competitive threat from large brands versus when they are in competition with brands that are similar to them or when consumers view them outside a competitive context. This support translates into purchase intentions, real purchases, and more favorable online reviews in a study of more than 10,000 Yelp posts. The authors argue that this “framing-the-game effect” is mediated by consumers' motivation to express their views and have an impact in the marketplace through their purchase choices.