The Impact of Underdog Brand Story on Brand Preference: Emotional Intelligence and Sponsored Posts as Moderators

• Main Authors: Hsu, Hsin-Hui, 徐欣慧
• Other Authors: Kao, Teng-Ti
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/w7348w

碩士 === 國立清華大學 === 教育心理與諮商學系教育心理與諮商碩士在職專班 === 106 === This research examines the impact of underdog brand on consumers’ brand preference, as well as the moderating roles of emotional intelligence and sponsored posts in the impact of underdog brand on consumers’ brand preference. The research model is based upon the constructs and inferred hypotheses, and a 2 (with underdog brand story vs. without underdog brand story) × 2 (with sponsored posts vs, without sponsored posts) between-subjects factorial experimental design is conducted. Results demonstrate that underdog brand story has a positive impact on consumers’ brand preference. Moreover, the extent of emotional intelligence has no impact on consumers’ brand preference. Similarly, the availability of sponsored posts has no impact on consumers’ brand preference. Additionally, underdog brand story has a positive impact on consumers’ brand preference, regardless of the extent of consumers’ emotional intelligence. Similarly, underdog brand story has a positive impact on consumers’ brand preference, regardless of the availability of sponsored posts. Subsequently, consumers’ emotional intelligence has no impact on brand preference, regardless of the availability of sponsored posts. At last, underdog brand story has a positive impact on consumers’ brand preference, regardless of the availability of sponsored posts and the extent of consumers’ emotional intelligence.