Effect of underdog (vs topdog) brand storytelling on brand identification: exploring multiple mediation mechanisms

Abstract

Purpose The purpose of this paper is to focus on the building of consumer–brand identification through the use of two themes (underdog and topdog) in the design of brand storytelling. It proposes that the underdog theme is superior because it is more effective in immersing readers in the story and generates higher emotional responses. The moderating effect of consumers’ implicit mindsets is also explored. Design/methodology/approach An experimental study with a single-factorial design is conducted with 301 consumers assigned at random to one of two brand storytelling conditions: underdog theme or topdog theme. Findings The results show a full mediating effect of the underdog (vs topdog) theme on brand identification through reader immersion and empathic feelings. Research limitations/implications The use of a fictitious brand and a specific product category may limit the generalizability of the results. Practical implications Placing the brand in a story with an underdog plot is more effective in catching consumers’ attention than using a topdog brand story. In particular, using an underdog theme is a good approach for targeting consumers who have a growth mindset. Originality/value This study explains the persuasiveness of brand storytelling in terms of the characteristics of the storytelling itself rather than the individual characteristics of consumers (e.g. their own underdog dispositions). The results also suggest that the implicit mindset of the individual plays a role.

When goliaths win and davids lose: The moderating role of perceived risk in brand biography effects

“…An ANOVA confirmed that the underdog brand was perceived as more externally disadvantaged and lacking resources ( M underdog = 5.03, SD = 1.56 vs. M topdog = 1.69, SD = 1.03; F (1, 115) = 188.16, p < .01, ɳ 2 = .621), and as more passionate and determined ( M underdog = 6.51, SD = .81 vs. M topdog = 5.76, SD = 1.04; F (1, 115) = 18.81, p < .01, ɳ 2 = .141). Although the topdog brand biography's passion/determination mean score was above scale mid‐point (4), support for a successful manipulation based on a significant difference between the brand biographies on this dimension is consistent with prior literature (Delgado‐Ballester, 2020; Grohmann & Nguyen, 2020; Nagar, 2020).…”

“…The brand biography literature empirically supports that brand biographies trigger narrative transportation and positive consumer responses, consistent with the extended transportation-imagery model (Delgado-Ballester, 2020;Nguyen & Grohmann, 2020;Tezer et al, 2019). Congruence between brand biographies and consumers' self-concept is also a strongly supported antecedent of narrative transportation (Delgado-Ballester, 2020; Tezer et al, 2019).…”

“…Contrary to underdog brand biographies’ emphasis on external disadvantage and passion/determination, topdog brand biographies frequently make reference to a brand's resources, as well as expertise (Delgado‐Ballester, 2020; Jin & Huang, 2019; Kao, 2019; Paharia et al, 2011; Tang & Tsang, 2020; Tezer et al, 2019). Brand biography effects arise from an interaction of the external disadvantage and passion/determination dimensions, such that the effect of passion/determination is contingent on the level of external disadvantage reflected in the biography (Paharia et al, 2011).…”

“…This effect reverses when consumers have the opportunity to process the underdog brand biography before receiving high risk information, as this allows for narrative transportation into the brand biography. This article's contributions are twofold: First, it extends to the brand biography literature by examining the moderating role of risk, and contributes to emerging research on boundary conditions of the underdog effect (Delgado-Ballester, 2020;Jin & Huang, 2019;Kao,2015Kao, , 2019Tang & Tsang, 2020;Tezer et al, 2019). Moreover, the reversal of the underdog effect at high risk sheds light on contexts that induce topdog effects (Jin & Huang, 2019;Kao, 2019), and adds to research focusing on consumer-level moderators of brand biography effects (e.g., benign envy, Kao, 2019; low social power, Jin & Huang, 2019).…”

Underdog or Top Dog Brand Story? The Role of Self-Construal and Need of Uniqueness

“…The difference between underdog and top dog brands is rooted in the market's hierarchical structure and the strength differences between competitors (Jin and Huang, 2019). Some examples of underdog brands that appeal to their humble origins include Apple and Hewlett-Packard; other underdogs are currently embroiled in an unbalanced struggle (where big brands dominate smaller rivals) (Delgado-Ballester, 2020). Avis's market campaigns based on the famous slogan "We're No.…”