The main purpose of this research is to explore the strategic role of storytelling as a facilitator
of the consumer–brand relationship experience through the creation of cognitive, emotional …

Purpose This study aims to explore the underdog brand biography dimensions that
emerging-country consumers identify with (Study 1) and attempts to uncover the effects of …

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 …

Purpose 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 …

Tourism product brand biographies are crucial for establishing meaningful emotional
connections between tourists and destinations through tourism products. Using three …

Brand biographies trace a brand's evolution to position it as an underdog (ie, passion and
determination that lead to success despite limited resources) or a topdog (ie, success based …

Purpose Utilizing the extended transportation-imagery model, this study categorizes three
storytelling elements into six distinct factors–character types, influencer-character …

Research and market evidence indicate that positioning a brand as an underdog can be an
effective marketing strategy. Interestingly, if successful, this strategy could result in brands …

Purpose 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 …

Data governance has received research attention, but its effect on public attitude has not
been sufficiently explored. To analyse the attitude towards public participation in data …