AUTHOR=Li Yalin , Zhao Min 

TITLE=Underdog or Top Dog Brand Story? The Role of Self-Construal and Need of Uniqueness

JOURNAL=Frontiers in Psychology

VOLUME=Volume 12 - 2021

YEAR=2021

URL=https://www.frontiersin.org/journals/psychology/articles/10.3389/fpsyg.2021.765802

DOI=10.3389/fpsyg.2021.765802

ISSN=1664-1078

ABSTRACT=How to design an effective brand story has become a key issue in marketing strategy. This study aims to explore what kind of brand stories individuals prefer from the perspective of the level of self-construal and need of uniqueness. In this study, questionnaire survey is used to collect data in China. One way ANOVA and bootstrapping method of Process plug-in were adopted to test the hypotheses. This paper confirms that individuals with independent self-construal have higher need for uniqueness and prefer underdog brand story, while individuals with interdependent self-construal have lower need for uniqueness and prefer top dog brand story. This paper promotes the theoretical research in the fields of self-construal, need for uniqueness and brand story, and provides rich theoretical support for enterprises in designing, adjusting brand story. The implications, limitations and future studies are discussed.