Presenting Underdog Employee Stories in Services Advertising: the Moderating Role of Brand Familiarity and Implicit Theories

With two studies, this research demonstrates that, just like brand biography, underdog employee’s story could affect consumer’s responses through the mediation of identification with the employee. Our results also suggest that presenting underdog employees in advertisements is particularly suitable for unfamiliar brands. However, this effect is stronger for incremental-focused consumers.



Citation:

Chun-Ming Yang, Yu-Shan Chen, and Shu-Ni Hsu (2015) ,"Presenting Underdog Employee Stories in Services Advertising: the Moderating Role of Brand Familiarity and Implicit Theories", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 333-333.

Authors

Chun-Ming Yang, Ming Chuan University, Taiwan
Yu-Shan Chen, National Chengchi Uniersity, Taiwan
Shu-Ni Hsu, National Taiwan University of Science and Technology, Taiwan



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015



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