Straight From the Horse’S Mouth: When Disadvantaged Brand Determination Improves Brand Evaluations

Ali Tezer, Concordia University, Canada
Bianca Grohmann, Concordia University, Canada
H. Onur Bodur, Concordia University, Canada
We demonstrate that brand’s passion and determination, communicated by underdog brand biography, compared to topdog brand biography (Paharia et al. 2011), lead to higher purchase intentions when the brand is the information source. The positive effect of underdog brand biography disappears when the biography is learned from an independent source.
[ to cite ]:
Ali Tezer, Bianca Grohmann, and H. Onur Bodur (2013) ,"Straight From the Horse’S Mouth: When Disadvantaged Brand Determination Improves Brand Evaluations", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.