The Support of Local Underdogs: System Justification Theory Perspectives

Abstract

Despite the copious anecdotal evidence available, research only recently examines the multidimensional dynamics associated with underdog brands and their essential, complex place in the business world. This research seeks to better conceptualize, operationalize, and refine the theories and constructs surrounding underdogs. The study conducts two 2 × 2 × 2 quasi-experimental between-subjects design studies to fulfill these objectives. Study 1 is designed to confirm that brand localness needs to be separated from underdog concepts as both brand cues distinctively prompt customers’ purchase activism depending on their political orientations. Study 2 extends the system justification theory by replicating Study 1 using a different context and refining control variables to better understand other potential explanations of customer behavior toward underdog/localness brand cues. The results indicate that brand positioning status and brand localness both have main effects on intent to purchase and willingness to pay a price premium. Furthermore, results find political orientation is an important moderator in determining whether customers purchase underdog brands.

Corporate sponsorship for museums in times of crisis

“…If the crisis is salient, tourists also show a higher visiting intention and willingness to pay if the corporate sponsorship stems from SMEs rather than the efforts of a single large company, as they perceive a lower authenticity loss. Expanding existing CSR and underdog effect literature (e.g., Alhouti et al, 2016 ; Legendre et al, 2018 ), we provide evidence that the lack of perceived effectiveness of smaller corporate sponsors may be outweighed if multiple SMEs come together.…”

“…However, the COVID-19 crisis may increase the need for more authentic CSR activities which are not only accepted but also expected by consumers ( He & Harris, 2020 ). While large corporations are expected to do their part in society and help local causes, smaller companies are perceived to be more authentic and supportive of the local community ( Green & Peloza, 2014 ; Legendre, Warnick, & Baker, 2018 ; Lewis & Bridger, 2001 ). Moreover, consumers perceive smaller firms to put greater effort into their cause-related activities, which may lead them to perceive their efforts to be more sincere ( De Vries & Duque, 2018 ).…”

The impact of consumer familiarity on edible insect food product purchase and expected liking: The role of media trust and purchase activism

“…In Paharia et al .’s study (2014), these attitudes and behaviors include purchase intention and in Shin Legendre et al . (), it is revealed that consumers exercise their power (or, purchase activism) by demonstrating greater willingness to pay a price premium and purchase intention for a relevant social cause. In the context of edible insect, such motivational engagements can potentially lead to more positive attitude and behavior toward edible insect food products as the movement is initiated due to the significant environmental damages human beings are causing to the earth.H3 Purchase activism is positively related to expected liking of edible insect food products.H4 Purchase activism is positively related to purchase intention of edible insect food products.…”

“…When consumers are engaged in purchase activism, positive attitudinal and behavioral outcomes are expected, particularly, toward a product that are associated with a social cause, including sustainability (Paharia et al 2014). In Paharia et al's study (2014), these attitudes and behaviors include purchase intention and in Shin Legendre et al (2018), it is revealed that consumers exercise their power (or, purchase activism) by demonstrating greater willingness to pay a price premium and purchase intention for a relevant social cause. In the context of edible insect, such motivational engagements can potentially lead to more positive attitude and behavior toward edible insect food products as the movement is initiated due to the significant environmental damages human beings are causing to the earth.…”

Consumer value‐based edible insect market segmentation [edible insect market segmentation]

“…To increase the quality of data, the survey began with several filtering questions, asking about customers' previous experiences in purchasing food products both in retail and restaurants in the past 3 months. The survey included several attention check questions to weed out insincere answers (e.g., "please check number 2"; Legendre et al 2020a; Kang et al 2019;Legendre et al 2018).…”