Is Cinderella resurging? The impact of consumers' underdog disposition on brand preferences: Underdog brand biography and brand status as moderators

Abstract This research attempts to explore the moderating roles of underdog brand biography and brand status in the impact of consumers' underdog disposition on brand preferences. A total of 218 on‐the‐job graduate students were randomly assigned to a 2 (explicitness of underdog brand biography: implicit vs. explicit) × 2 (brand status: emerging brands vs. established brands) factorial design. Results show that consumers with strong underdog disposition are likely to generate stronger brand preferences for established brands accompanied with explicit underdog brand biographies than emerging brands accompanied with explicit underdog brand biographies; in contrast, consumers with strong underdog disposition are likely to engender no differential brand preferences for emerging brands accompanied with implicit underdog brand biographies over established brands accompanied with implicit underdog brand biographies. Moreover, consumers with a weak underdog disposition are likely to engender stronger brand preferences for established brands than emerging brands, regardless of the explicitness of underdog brand biography. Copyright © 2015 John Wiley & Sons, Ltd.