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This study aims to examine how perceptions of the globalness or localness of a brand affect the purchase intentions of consumers through the building of consumer–brand identification (CBI). This paper also explores the moderating effect of brand positioning (underdog vs top dog) on the relationship between perceived brand globalness or localness (PBG or PBL) and purchase intention.

The proposed hypotheses were tested in two experimental studies. Data were collected through a set of structured questionnaires and analyzed using PROCESS modelling and analysis of variance.

The results show that CBI mediates the effect of PBG/PBL on purchase intentions. Moreover, the findings of Study 2 reveal that participants show greater purchase intention for PBL than for PBG in response to underdog positioning. However, in top dog positioning, the difference in purchase intention for PBL compared to PBG is attenuated.

This research investigates how CBI influences purchase intentions of consumers in regards to a brand’s perceived globalness or localness, which adds to the growing body of international branding research. This paper also addresses the effects of interaction between brand localness (globalness) and underdog (top dog) brand positioning on purchase intentions. Finally, this study concludes with a discussion of practical actions that international brand managers can take to enhance the effectiveness of their marketing strategies.

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).

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.

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.

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.

The purpose of this study is to understand the effect of different brand positions (underdog vs top dog) and comparative advertising on consumers’ brand attitudes. Additionally, this study also aims to demonstrate the effects of inspiration, self-relevance and empathy on the relationship between brand positioning and comparative advertising.

A two-by-three factorial design was employed with brand positions (underdog vs top dog) and three types of comparative advertising (noncomparative, indirect comparative and direct comparative) as the independent variables. Inspiration serves as the mediator, while self-relevance and empathy act as moderators and brand attitude is the dependent variable.

The results show that different brand positions significantly affect brand attitudes, with respondents having a better brand attitude toward the underdog brand. Brand attitude is partially mediated by inspiration. Self-relevance moderates the relationship between brand positioning and brand attitude. However, brand positioning, comparative advertising and empathy do not have interaction effects.

This study contributes to a better understanding of the effect of psychological variables on brand positioning and comparative advertising.

The results suggest that the underdog setting requires a real and honest story because consumers will spot a fake underdog story, which will damage consumer trust in the brand and harm the brand image.

There is a lack of research using psychological variables to demonstrate the effect of being the underdog brand. This study contributes to the literature by employing psychological variables to illustrate the effect of underdog positioning. These findings can help brands develop branding positioning strategies.

Brand stories are often created around the company’s humble beginnings as an underdog. The authors explore the effects of who is telling the underdog story and thus draw attention to the nature of the brand source by differentiating between family and non-family firms. The authors expect that who is telling the underdog story impacts consumers’ attitude toward the brand in terms of brand authenticity and trustworthiness perceptions.

The authors conducted an online experiment with a 2 × 2 between-subject design and an overall sample size of 314 respondents.

Most importantly, the authors find that the family-firm nature of the brand storyteller significantly impacts the underdog effect. The positive effects of underdog biographies on brand attitude in terms of authenticity and trustworthiness loom significantly larger for family firms compared with non-family firms.

The authors find that the underdog effect is significantly stronger for family firms that tell the underdog story. Managers of family firms with underdog roots should take advantage of this finding by integrating underdog stories into their marketing concepts. The findings of this study show that the communication of a company’s roots can serve as a valuable tool to build and maintain a positive brand image and help to increase purchase intentions, which is particularly true for firms capitalizing on their family nature when telling the underdog story.

The authors combine research on brand stories using the underdog effect with research on the consumer’s perception of family firms, further exploring the role of the brand storyteller in underdog narratives, resulting in important theoretical as well as practical implications.

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.

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.

The results show a full mediating effect of the underdog (vs topdog) theme on brand identification through reader immersion and empathic feelings.

The use of a fictitious brand and a specific product category may limit the generalizability of the results.

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.

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.

The competition among banks in Taiwan is fierce. The financial services offered by banks are highly similar and banks attempt to devise a variety of marketing campaigns to gain brand preferences of bank clients. However, little research regarding bank marketing has applied the segmentation strategy to precisely target bank clients. The purpose of this paper is to explore the moderating roles of cognitive load and brand story style in the impact of bank clients’ affective orientation on brand preference of bank clients.

A total of 216 participants who have bank accounts in Taiwan were randomly assigned to a 2 (brand story style: underdog vs top dog) × 2 (cognitive load: low vs high) factorial design. An ANOVA was conducted to examine the interaction effects of affective orientation, cognitive load and brand story style on the brand preference of bank clients. Affective orientation of participants was measured by Affective Orientation Scale.

Results demonstrate that for bank clients with low and high affective orientation, advertisements characterized by cognitive load (low vs high) and brand story style (underdog vs top dog) will elicit differential brand preferences of bank clients.

This is the first research to examine the moderating effects of bank clients’ affective orientation, cognitive load and brand story style on brand preferences of bank clients. Specifically, this research takes up the call to apply bank clients’ personality traits to examine the impact of bank marketing on brand preferences of banks.

When communicating with consumers, firms frequently highlight their underdog status to evoke a favorable attitude. Previous research has confirmed consumer preference for underdogs over top dogs in various domains. However, very little research has been conducted on the business types and decision contexts in which underdog effects produce the most impact. This paper aims to investigate some of the unexplored boundary conditions of underdog effects and addresses two issues: consumption domain and retail crowding.

Two experiments with a 2 (biography: underdog or top dog) × 2 (consumption domain: hedonic or utilitarian) × 2 (retail crowding: adequately crowded or uncrowded) factorial between-subjects design were conducted to test hypotheses. The two experiments differ in the consumption domains and the approaches used to depict crowding conditions. Furthermore, the first experiment targeted college students and the second experiment targeted online consumer panels across various age groups.

Underdog effects were more easily evoked when the consumption domain was more hedonic than utilitarian. In addition, retail crowding was an informational cue for judging acceptance of underdog businesses and enhanced the evaluation when the retail environment was adequately crowded rather than uncrowded. This role of crowding was also evident for top-dog businesses when consumers perceived high risk in the businesses.

This is the first study to distinguish between hedonic and utilitarian consumption domains with underdog effects and to demonstrate a positive effect of crowding as an informational cue, indicating acceptance by other consumers.

Despite the well-established branding literature, how a brand is connected to individual, market and societal/ideological levels are largely unknown. Grounded in the belief in a just world (BJW) theory, the purpose of this study is to investigate the effects of brand positioning status (BPS) on the support of certain brands (financially and non-financially) and examine the moderating roles of brand ideology and protestant work ethic (PWE).

In Study 1, a 2 (BPS: topdog vs underdog) × 2 (brand ideology: universalism vs power) between-subjects experimental design is conducted on overall brand support, purchase intention and word-of-mouth. To build upon the findings, Study 2 explores the three-way interaction effects on the same dependent variables by using a 2 (BPS: topdog vs underdog) × 2 (ideology: universalism vs power) × 2 (PWE: high vs low) quasi-experimental between-subjects design study.

The results of these studies reveal that customers have a strong intention to support the brands with universalism values, regardless of BPS, as power imbalance in the marketplace is not as salient. When a brand conveys the power ideology, the BPS greatly matters in earning customers’ support. This tendency, however, is varied among customers based on their level of PWE. This is because customers’ justification and evaluation on capitalism differs and their views toward market competitions between topdogs and underdogs are influenced by the personal worldviews.

The findings build upon belief in a just world theory and branding literature and discuss the importance of considering the BPS and the ideology a brand conveys in the marketplace, as the meanings and messages could be perceived differently based on what kind of work ethic one possesses and supports.

Purpose – We introduce the concept of a brand biography to describe an emerging trend in branding in which firms author a dynamic, historical account of the events that have shaped the brand over time. Using a particular type of brand biography, “the underdog,” we empirically show how managers can strategically use brand biographies in brand positioning, in this case to mitigate the curse of success. As brands grow and become successful, they are often marked by the negative stigma associated with size and power, which elicits anticorporate sentiment from consumers. An underdog brand biography can be strategically wielded to prevent or offset anticorporate backlash stemming from consumers’ negative perceptions of firms’ size and/or market power.

Methodology/approach – Lab experiments.

Findings – We find an underdog effect: consumers like and prefer brands with underdog brand biographies because they identify with them. We show that an underdog brand biography can mitigate the curse of success by making large firms more attractive to consumers.

Practical implications – Firms can use brand biographies to weave compelling narratives about their brands that help protect them from negative consumer attitudes and actions.

Originality/value of the chapter – Extant branding theory has a dearth of theoretical constructs and frameworks that allow for the dynamism and evolution of brands over time. Through our observation and study of emerging marketplace branding practices, we have identified a new construct, the brand biography, to complement existing theoretical frameworks for understanding brand meaning.

The understanding of the motives for consumers’ support of business underdogs is generally limited. The purpose of this paper is to help address this important research topic by conceptualizing underdog affection as a theoretical construct capturing the emotional attachment held by some consumers toward underdog business entities and advances two perspectives (self- and other-oriented) to unravel its motivational underpinnings.

To test the conceptual model, a survey study was conducted involving 365 respondents drawn from an electronic alumni association list from a medium-sized Midwestern university in the USA. Exploratory factor analysis and confirmatory factor analyses were used to validate the scales, and the structural equations modeling method was used to test the hypothesized effects.

The data support most of the hypotheses (eight out of nine). Under the self-oriented perspective, commerce underdog affection is positively influenced by underdog orientation, need for uniqueness, nostalgia proneness, and hope, and is negatively impacted by their materialism level. Only hope did not impact consumer underdog affection. Under the other-oriented perspective, balance maintenance, top dog antipathy, and empathic concern positively influence underdog affection. The other-oriented factors, especially top dog antipathy and balance maintenance, show stronger effects on commerce underdog affection than self-oriented factors.

The sample was geographically restrictive in the sense that it measured only one group of respondents in the USA. The conceptual model is limited in terms of its coverage of the consequences of underdog affection. While discriminant validity is established in the scale development phase of the study, relatively close relationships do exist among some of these theoretical constructs.

Given the significant evidence linking consumers’ underdog affection to underdog support in commerce, small locally owned businesses could use underdog positioning advertising to differentiate themselves against national retailers. Due to their tendency to display higher underdog affection in commerce, people with higher levels of balance maintenance, top dog antipathy, underdog orientation, emphatic concern, and nostalgia proneness, and lower levels of materialism can be segmented for marketing purposes.

This research indicates that there are ways in which small business entities and non-profits alike can operate in a business setting that is increasingly more competitive and challenging for underdog entities.

This study integrates the various underdog studies across contexts to examine motives to underdog affection, a construct not yet operationalized in business studies. In addition, hypotheses linking eight specific antecedents to commerce underdog affection, via two theoretical perspectives, are empirically examined to assess relative as well as absolute effects.