My Story Could Be Your Story: Underdog Employees in Services Advertising

Given the importance of employee in services advertising, two studies (one laboratory and one field study) demonstrate that underdog employee stories, just like underdog brand biographies, have positive effects on consumer’s brand attitude and actual purchase behavior because consumer has higher identification with the underdog employee. In both studies, we also examined the unexplored moderating effect of personal power distance belief (PDB) in the relationship between employee stories and identification.


Chun-Ming Yang and Yu-Shan Athena Chen (2015) ,"My Story Could Be Your Story: Underdog Employees in Services Advertising", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 814-814.


Chun-Ming Yang, Ming Chuan University, Taiwan
Yu-Shan Athena Chen, National Chengchi Uniersity, Taiwan


NA - Advances in Consumer Research Volume 43 | 2015

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