Who let the dog’s out? How underdog biographies told by family firms affect consumers’ brand attitude

Keyphrases

• Family Firms 100%
• Biography 100%
• Underdog 100%
• Consumer Brand Perceptions 100%
• Underdog Effect 30%
• Non-family Firms 20%
• Brand Story 20%
• Storyteller 20%
• Design Methodology 10%
• Trustworthiness Evaluation 10%
• Trustworthiness 10%
• Consumer Attitudes 10%
• Between-subjects Design 10%
• Purchase Intention 10%
• Looming 10%
• Online Experiment 10%
• Consumer Perception 10%
• Brand Image 10%
• Brand Attitude 10%
• Brand Authenticity 10%
• Marketing Concept 10%
• Brand Trustworthiness 10%
• Attitude toward Brand 10%
• Authenticity Perception 10%
• Family Nature 10%

Social Sciences

• Consumer Affect 100%
• Practical Implication 100%
• Consumer Attitude 50%
• Narrative 50%
• Consumer Perception 50%
• Brand Image 50%
• Authors 50%
• Design Methodology 50%

Psychology

• Narrative 100%
• Consumer Attitude 100%