{"id":"https://openalex.org/W3083388169","doi":"https://doi.org/10.1108/jpbm-11-2019-2639","title":"Effect of underdog (vs topdog) brand storytelling on brand identification: exploring multiple mediation mechanisms","display_name":"Effect of underdog (vs topdog) brand storytelling on brand identification: exploring multiple mediation mechanisms","publication_year":2020,"publication_date":"2020-09-04","ids":{"openalex":"https://openalex.org/W3083388169","doi":"https://doi.org/10.1108/jpbm-11-2019-2639","mag":"3083388169"},"language":"en","primary_location":{"id":"doi:10.1108/jpbm-11-2019-2639","doi":"https://doi.org/10.1108/jpbm-11-2019-2639","is_oa":false,"landing_page_url":"https://doi.org/10.1108/jpbm-11-2019-2639","pdf_url":null,"source":{"id":"https://openalex.org/S58171247","display_name":"Journal of Product & Brand Management","issn_l":"1061-0421","issn":["1061-0421","2054-1643"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-a","anvur-class-a","anvur-scientific","cwts-core","erih-plus","fnege-4","jufo-1","norway-1","poland-70","russia-white-list-1","vabb-shw"],"host_organization":"https://openalex.org/P4310319811","host_organization_name":"Emerald Publishing Limited","host_organization_lineage":["https://openalex.org/P4310319811"],"host_organization_lineage_names":["Emerald Publishing Limited"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Product &amp; Brand Management","raw_type":"journal-article"},"volume":null,"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5015056760","display_name":"Elena Delgado\u2010Ballester","orcid":"https://orcid.org/0000-0002-8831-6776","observed_orcids":["https://orcid.org/0000-0002-8831-6776"]},"institutions":[{"id":"https://openalex.org/I80180929","display_name":"Universidad de Murcia","ror":"https://ror.org/03p3aeb86","country_code":"ES","type":"education","lineage":["https://openalex.org/I80180929"]}],"countries":["ES"],"is_corresponding":true,"raw_author_name":"Elena Delgado-Ballester","raw_affiliation_strings":["University of Murcia Department of Marketing, , Murcia,","Department of Marketing, University of Murcia, Murcia, Spain"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"University of Murcia Department of Marketing, , Murcia,","institution_ids":["https://openalex.org/I80180929"]},{"raw_affiliation_string":"Department of Marketing, University of Murcia, Murcia, Spain","institution_ids":["https://openalex.org/I80180929"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":["https://openalex.org/A5015056760"],"corresponding_institution_ids":["https://openalex.org/I80180929"],"apc_list":null,"apc_paid":null,"fwci":3.8651,"has_fulltext":false,"cited_by_count":48,"citation_normalized_percentile":{"value":0.93347199,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":93,"max":99},"biblio":{"volume":"30","issue":"4","first_page":"626","last_page":"638"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.9419000148773193,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.9419000148773193,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T14035","display_name":"Literature, Culture, and Aesthetics","score":0.042500000447034836,"subfield":{"id":"https://openalex.org/subfields/1209","display_name":"Museology"},"field":{"id":"https://openalex.org/fields/12","display_name":"Arts and Humanities"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.007000000216066837,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/brand-storytelling","display_name":"brand storytelling","score":0.9919999837875366},{"id":"https://openalex.org/keywords/brand-identification","display_name":"brand identification","score":0.9620000123977661},{"id":"https://openalex.org/keywords/reader-immersion","display_name":"reader immersion","score":0.9010000228881836},{"id":"https://openalex.org/keywords/growth-mindset","display_name":"growth mindset","score":0.7649999856948853},{"id":"https://openalex.org/keywords/consumer-brand-identification","display_name":"consumer-brand identification","score":0.6079999804496765}],"concepts":[{"id":"https://openalex.org/C2776538412","wikidata":"https://www.wikidata.org/wiki/Q989963","display_name":"Storytelling","level":3,"score":0.7434285879135132},{"id":"https://openalex.org/C2778491294","wikidata":"https://www.wikidata.org/wiki/Q1339824","display_name":"Mindset","level":2,"score":0.6379423141479492},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.6339792013168335},{"id":"https://openalex.org/C2776950860","wikidata":"https://www.wikidata.org/wiki/Q2914681","display_name":"Originality","level":3,"score":0.6150530576705933},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.5824254155158997},{"id":"https://openalex.org/C33566652","wikidata":"https://www.wikidata.org/wiki/Q1065927","display_name":"Theme (computing)","level":2,"score":0.5324654579162598},{"id":"https://openalex.org/C205971072","wikidata":"https://www.wikidata.org/wiki/Q513100","display_name":"Brand equity","level":2,"score":0.5129737257957458},{"id":"https://openalex.org/C152455256","wikidata":"https://www.wikidata.org/wiki/Q1900597","display_name":"Brand awareness","level":2,"score":0.4953845739364624},{"id":"https://openalex.org/C71508700","wikidata":"https://www.wikidata.org/wiki/Q866188","display_name":"Brand extension","level":3,"score":0.46357065439224243},{"id":"https://openalex.org/C27158222","wikidata":"https://www.wikidata.org/wiki/Q5532422","display_name":"Generalizability theory","level":2,"score":0.450632780790329},{"id":"https://openalex.org/C199033989","wikidata":"https://www.wikidata.org/wiki/Q1318295","display_name":"Narrative","level":2,"score":0.4200756251811981},{"id":"https://openalex.org/C77805123","wikidata":"https://www.wikidata.org/wiki/Q161272","display_name":"Social psychology","level":1,"score":0.3852084279060364},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.3287636637687683},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.16001862287521362},{"id":"https://openalex.org/C11012388","wikidata":"https://www.wikidata.org/wiki/Q170658","display_name":"Creativity","level":2,"score":0.1274072825908661},{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.08526164293289185},{"id":"https://openalex.org/C138496976","wikidata":"https://www.wikidata.org/wiki/Q175002","display_name":"Developmental psychology","level":1,"score":0.0},{"id":"https://openalex.org/C111919701","wikidata":"https://www.wikidata.org/wiki/Q9135","display_name":"Operating system","level":1,"score":0.0},{"id":"https://openalex.org/C41895202","wikidata":"https://www.wikidata.org/wiki/Q8162","display_name":"Linguistics","level":1,"score":0.0},{"id":"https://openalex.org/C154945302","wikidata":"https://www.wikidata.org/wiki/Q11660","display_name":"Artificial intelligence","level":1,"score":0.0},{"id":"https://openalex.org/C138885662","wikidata":"https://www.wikidata.org/wiki/Q5891","display_name":"Philosophy","level":0,"score":0.0}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1108/jpbm-11-2019-2639","doi":"https://doi.org/10.1108/jpbm-11-2019-2639","is_oa":false,"landing_page_url":"https://doi.org/10.1108/jpbm-11-2019-2639","pdf_url":null,"source":{"id":"https://openalex.org/S58171247","display_name":"Journal of Product & Brand Management","issn_l":"1061-0421","issn":["1061-0421","2054-1643"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-a","anvur-class-a","anvur-scientific","cwts-core","erih-plus","fnege-4","jufo-1","norway-1","poland-70","russia-white-list-1","vabb-shw"],"host_organization":"https://openalex.org/P4310319811","host_organization_name":"Emerald Publishing Limited","host_organization_lineage":["https://openalex.org/P4310319811"],"host_organization_lineage_names":["Emerald Publishing Limited"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Product &amp; Brand Management","raw_type":"journal-article"}],"best_oa_location":null,"sustainable_development_goals":[],"sustainable_development_goals_aurora":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":70,"referenced_works":["https://openalex.org/W119391626","https://openalex.org/W853947752","https://openalex.org/W913238957","https://openalex.org/W1567125374","https://openalex.org/W1888741308","https://openalex.org/W1980653206","https://openalex.org/W1996894553","https://openalex.org/W1999225422","https://openalex.org/W2005249702","https://openalex.org/W2005552354","https://openalex.org/W2034814630","https://openalex.org/W2043668247","https://openalex.org/W2045332590","https://openalex.org/W2054005182","https://openalex.org/W2054791578","https://openalex.org/W2077411956","https://openalex.org/W2080413749","https://openalex.org/W2101022205","https://openalex.org/W2115841673","https://openalex.org/W2165096662","https://openalex.org/W2167805383","https://openalex.org/W2174122102","https://openalex.org/W2215969346","https://openalex.org/W2263912021","https://openalex.org/W2273536432","https://openalex.org/W2471511118","https://openalex.org/W2531906808","https://openalex.org/W2551886558","https://openalex.org/W2569061956","https://openalex.org/W2579942095","https://openalex.org/W2592436473","https://openalex.org/W2609698012","https://openalex.org/W2612872172","https://openalex.org/W2620750864","https://openalex.org/W2620821638","https://openalex.org/W2626988553","https://openalex.org/W2731330698","https://openalex.org/W2738266547","https://openalex.org/W2762397286","https://openalex.org/W2772391081","https://openalex.org/W2773810903","https://openalex.org/W2782392013","https://openalex.org/W2783085264","https://openalex.org/W2789282629","https://openalex.org/W2789496382","https://openalex.org/W2806370572","https://openalex.org/W2806612774","https://openalex.org/W2891112406","https://openalex.org/W2891773363","https://openalex.org/W2891929874","https://openalex.org/W2893491584","https://openalex.org/W2896819024","https://openalex.org/W2898576832","https://openalex.org/W2900698116","https://openalex.org/W2902659333","https://openalex.org/W2916363439","https://openalex.org/W2931627918","https://openalex.org/W2935097306","https://openalex.org/W2952593769","https://openalex.org/W2959013083","https://openalex.org/W2961373402","https://openalex.org/W2967839885","https://openalex.org/W2972569673","https://openalex.org/W2991297789","https://openalex.org/W3123476072","https://openalex.org/W3166096710","https://openalex.org/W4230083885","https://openalex.org/W4235678817","https://openalex.org/W4235809384","https://openalex.org/W4243033101"],"related_works":["https://openalex.org/W2806612774","https://openalex.org/W4237548666","https://openalex.org/W2956032601","https://openalex.org/W4402771622","https://openalex.org/W4381164390","https://openalex.org/W2346436821","https://openalex.org/W2263912021","https://openalex.org/W3216672798","https://openalex.org/W2808425285","https://openalex.org/W2935097306"],"abstract_inverted_index":{"Purpose":[0],"The":[1,54,93,117,208],"purpose":[2],"of":[3,12,18,27,57,82,100,119,132,184,189,192,201,216],"this":[4],"paper":[5],"is":[6,36,40,61,72,147,166],"to":[7,80],"focus":[8],"on":[9,106],"the":[10,16,25,33,47,101,130,133,138,182,190,193,198,213,217],"building":[11],"consumer\u2013brand":[13],"identification":[14,108],"through":[15,109],"use":[17,118],"two":[19,83],"themes":[20],"(underdog":[21],"and":[22,49,112,123],"topdog)":[23,104],"in":[24,43,46,140,150,187],"design":[26,71],"brand":[28,84,107,122,139,158,185],"storytelling.":[29],"It":[30],"proposes":[31],"that":[32,212],"underdog":[34,87,102,145,164,206],"theme":[35,88,105,165],"superior":[37],"because":[38],"it":[39],"more":[41,148],"effective":[42,149],"immersing":[44],"readers":[45],"story":[48,142],"generates":[50],"higher":[51],"emotional":[52],"responses.":[53],"moderating":[55],"effect":[56,99],"consumers\u2019":[58,152],"implicit":[59,214],"mindsets":[60],"also":[62,210],"explored.":[63],"Design/methodology/approach":[64],"An":[65],"experimental":[66],"study":[67,180],"with":[68,74,143],"a":[69,96,120,124,141,156,167,175,220],"single-factorial":[70],"conducted":[73],"301":[75],"consumers":[76,172,202],"assigned":[77],"at":[78],"random":[79],"one":[81],"storytelling":[85,186,194],"conditions:":[86],"or":[89],"topdog":[90,157],"theme.":[91],"Findings":[92],"results":[94,209],"show":[95],"full":[97],"mediating":[98],"(vs":[103],"reader":[110],"immersion":[111],"empathic":[113],"feelings.":[114],"Research":[115],"limitations/implications":[116],"fictitious":[121],"specific":[125],"product":[126],"category":[127],"may":[128],"limit":[129],"generalizability":[131],"results.":[134],"Practical":[135],"implications":[136],"Placing":[137],"an":[144,163],"plot":[146],"catching":[151],"attention":[153],"than":[154,197],"using":[155,162],"story.":[159],"In":[160],"particular,":[161],"good":[168],"approach":[169],"for":[170],"targeting":[171],"who":[173],"have":[174],"growth":[176],"mindset.":[177],"Originality/value":[178],"This":[179],"explains":[181],"persuasiveness":[183],"terms":[188],"characteristics":[191,200],"itself":[195],"rather":[196],"individual":[199,218],"(e.g.":[203],"their":[204],"own":[205],"dispositions).":[207],"suggest":[211],"mindset":[215],"plays":[219],"role.":[221]},"counts_by_year":[{"year":2026,"cited_by_count":9},{"year":2025,"cited_by_count":12},{"year":2024,"cited_by_count":12},{"year":2023,"cited_by_count":7},{"year":2022,"cited_by_count":2},{"year":2021,"cited_by_count":6}],"updated_date":"2026-10-14T16:39:01.820549","created_date":"2020-09-11T00:00:00"}
