@曹将PPTaoTheUnderdogEffect:TheMarketingofDisadvantageandDeterminationThroughBrandBiographyPresentedby目录1UnderdogBrandBiographies2ResearchandFindings3GeneralDiscussionTheUnderdogEffect1UnderdogBrandBiographies2ResearchandFindings3GeneralDiscussionTheUnderdogEffect1UnderdogBrandBiographies2ResearchandFindings3GeneralDiscussionConstructDevelopment:TheUnderdogBiography劣势者品牌传记的量表开发量表开发过程得到关于劣势者品牌传记的描述Open-endeditemgeneration1探索性因子分析ExploratoryFactorAnalyses2验证性因子分析ConfirmatoryFactorAnalyses3信效度分析ReliabilityAssessment&ScaleValidation4量表开发结果量表开发结果量表开发结果DisadvantagePassion&DeterminationUnderdog劣势者Victim受害者PrivilegedAchiever特权者Topdog优势者根据两个维度可以将品牌传记分为四个象限再次效度检验DisadvantagePassion&DeterminationUnderdog劣势者Victim受害者PrivilegedAchiever特权者Topdog优势者RockyBalboa（拳皇洛奇）HarryPotter(哈利波特)DonaldTrump地产之王唐纳德·特朗普ParisHilton帕丽斯·希尔顿HomelessMan流浪者69被试对4个类别代表人物进行打分（利用已得到量表）再次效度检验结果量表有效。可以利用Disadvantage和Passion&Determination构建的量表进行接下来的分析。STUDY1TheUnderdogEffectandtheMediatingRoleofConsumer-BrandIdentification劣势者效应与消费者-品牌识别的中介作用实验目的品牌传记品牌联系购买倾向消费者的劣势者倾向实验过程回答无关问卷130181Step1Step2给定传记情境优势者/劣势者Step3回答相关问题品牌联系购买倾向劣势者倾向被试人数同时阅读优势者和劣势者品牌传记回答操控检验问题1)哪个品牌更具有passion&determination？2)哪个品牌更具有外部disadvantage？实验结果操控检验结果84%认为underdog比topdog具有更多的Disadvantage。98%认为underdog比topdog具有更多的Passion&Determination。实验结果(1)做购买倾向对X、M0和XM0的回归,XM0的系数显著；(2)做Me对X、M0和XM0的回归,XM0的系数显著；(3)做Y对X、M0、XM0和Me的回归,Me的系数有中介的调节的验证过程STUDY2DeconstructingtheUnderdogBrandBiographyIntoTwoDimensions将劣势者品牌传记分为两个维度实验目的DisadvantagePassion&DeterminationUnderdog劣势者Victim受害者PrivilegedAchiever特权者Topdog...
