Effects of underdog (vs. top dog) positioning advertising

Jun, Sunkyu; Sung, Joseph J.Y.; Gentry, James W.; McGinnis, Lee Phillip

doi:10.1080/02650487.2014.996199

Cited by 32 publications

(55 citation statements)

References 57 publications

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“…Moreover, it would be interesting whether such appeals to local consumer culture can work for smaller companies or so-called underdog brands (Jun et al, 2015). To date, such strategies have not been tried very often so it is difficult to know.…”

Section: ) Sexual Appeals Have Become Relatively Rarementioning

confidence: 99%

Some Interesting Findings about Super Bowl Advertising

Taylor

2016

International Journal of Advertising

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Section: ) Sexual Appeals Have Become Relatively Rarementioning

confidence: 99%

Some Interesting Findings about Super Bowl Advertising

Taylor

2016

International Journal of Advertising

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“…This positive attitude also influences consumer choices as the perceived value and preference of those brands increase (Salehzadeh and Pool, 2017; Moriuchi and Jackson, 2017; De Cannière et al , 2009; Sheth et al , 1991). Recent research has shown that brand positioning emphasizing the disadvantageous, less privileged condition of a brand (underdog) has been used in practice and has continuously gained research interest (Shirai, 2017; Kao, 2015; Jun et al , 2015; Paharia et al , 2010, 2014). The underdog brand biography by Paharia et al (2010) is one of the most commonly employed in business.…”

Section: Introductionmentioning

confidence: 99%

Interaction of the underdog with equality and scarcity

Han

Kim

2019

MIP

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Purpose The purpose of this paper is to investigate the moderating roles of equality and scarcity on the impact of underdog brand positioning on consumer purchase intentions. Beyond testing the relationship between underdog brand positioning and purchase intentions (Study 1), the study examines how the equality perception affects consumer choices on underdog brands (Study 2) and how the reasons for product scarcity influence purchase intentions of consumers with prosocial orientations (Study 3). Design/methodology/approach A research model is developed, depicting the impact of underdog brand positioning on purchase intentions via social value orientations and scarcity types. The conceptual model is validated using moderation process modeling and data for which are collected through sets of structured questionnaires analyzed through PROCESS modeling in SPSS. Findings The findings support that compared with top dog brand positioning, underdog brand positioning has a greater impact on consumers’ purchase intentions, and consumers with prosocial orientations generate greater purchase intentions than consumers with proself orientations. In addition, the demand-caused product scarcity also moderates the relationship between underdog brand biography and purchase intentions. Originality/value The study contributes to the ongoing research on brand positioning by examining the associations between equality perception and purchase intentions in the context of underdog brand biography. The study also shows the value of demand-caused scarcity as a moderator of the underdog brand–purchase intention linkage.

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“…Importantly, a growing body of research has explored the domains in which we offer support for underdogs. Businesses marketing themselves as underdogs facilitate support and greater buying intentions from consumers as a result of heightened identification with the brand (Jun, Sung, Gentry, & McGinnis, 2015; Paharia et al, 2011). People also express an increased desire to vote for political candidates they describe as underdogs (Goldschmied & Vandello, 2009).…”

Section: Introductionmentioning

confidence: 99%

“…To our knowledge, all straightforward tests of the underdog effect result in heightened support and interpersonal evaluations. Additionally, people evaluate the underdog’s product more favorably (e.g., Goldschmied et al, 2017; Jun et al, 2015), though not always (e.g., Kim et al, 2008). Consequently, we explore here whether or not people more favorably evaluate music ostensibly composed by underdogs (versus topdogs).…”

Section: Introductionmentioning

confidence: 99%

Underdog Status Yields Support for Musicians

Michniewicz

Edelman

2019

Musicae Scientiae

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Prior research suggests that underdogs elicit from others an increased affiliation (e.g., liking, identification) as well as an increased desire for success (e.g., support). In the present study, we examined whether or not people similarly endorsed underdog, relative to topdog, musicians. In Study 1, we found that underdog (relative to topdog) musicians received greater affiliation, in the form of higher interpersonal evaluations, and support, in the form of greater desire for career success. Moreover, this support weakened when statistically accounting for interpersonal support. Study 2 replicated Study 1 but additionally asked participants to listen to a sample of music ostensibly produced by the musician described prior to answering questions about the musician. Findings suggest that although underdog status did not bolster liking of the music sample itself, people nonetheless expressed greater affiliation and support for the musician. These findings emphasize the critical role of identity presentation in listeners’ evaluations of musicians, particularly when that musician communicates underdog status. We discuss the implications of underdog status on a musician’s identity as well as future research directions exploring the ways underdog status may be established and maintained. We additionally discuss the role of the aspects of music, such as the musician’s genre or platform, in communicating this underdog status.

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Effects of underdog (vs. top dog) positioning advertising

Cited by 32 publications

References 57 publications

Some Interesting Findings about Super Bowl Advertising

Some Interesting Findings about Super Bowl Advertising

Interaction of the underdog with equality and scarcity

Underdog Status Yields Support for Musicians

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