Impact of Underdog Narrative Advertising Strategy on Brand Positioning and Customer Purchase Intentions
Nazim Sha S1, M Rajeswari2

1Nazim Sha S*, Research Scholar, School of Management, Hindustan Institute of Technology and Science, Chennai, Tamil Nadu, India.
2Rajeswari M, Associate Professor, School of Management, Hindustan Institute of Technology and Science, Chennai, Tamil Nadu, India.

Manuscript received on 2 August 2019. | Revised Manuscript received on 11 August 2019. | Manuscript published on 30 September 2019. | PP: 3208-3213 | Volume-8 Issue-3 September 2019 | Retrieval Number: C4667098319/2019©BEIESP | DOI: 10.35940/ijrte.C4667.098319
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Abstract: Straightforward idea of examples of overcoming adversity accomplished through hardships and disappointment when their rivals are against them. This idea is utilized as a vital device to assemble a solid underdog brand and furthermore to win empowering and positive shoppers. The plan to mark an organization or an item has been in presence from long back. For interfacing with the shopper’s and to catch their sentiments firms attempt to reposition their brands as underdogs. Online networking has been distinguished as the key device to convey the brand identity through a persuasive narrating encircled by advertisers to catch the positive client recognition towards the brand. The examination among 100 members for the most part business visionaries, top level chiefs and furthermore purchasers was led to look at the impact of brand story technique on situating a brand and client buy goals. As per the title of the work this work was primarily pointed in breaking down and characterizing the underdog story procedure utilized for mark recognizable proof, mark identity, buy goals, for empowering the client towards an item and an administration and furthermore deciphering the viability and inclination of this brand account system among customers. The investigation effectively affirmed that Brand distinguishing proof: Most of the respondents solidly agree that underdog story technique is a viable promoting instrument utilized for mark recognizable proof as far as items and clients. Brand Personality: Most of the respondents agree to the way that underdog stories leave a more prominent stamp on mark identity among purchasers. Convincingness: Most respondents agree to the strategy that underdog stories invigorate a client’s towards purchasing. Buy Intentions: Most respondents agree to the technique that Underdog is the best favored methodology used to position a brand. Adequacy and Preference: Most respondents agree to the technique that underdog stories is the best and the favored advertising system used to catch the client consideration. The primary explanation for this procedure is mark account technique mirrors a similar story of themselves whom it is uncovered. The story that attract their history survey of achievement accomplished through diligent work and assurance. Brands discovers this technique as the remarkable and the best strategy to beat the chances. What’s more, the underdog story procedure has caught the primary commercial center in the present period and will be dynamic in future too.
Keywords: Underdog Stories, Brand History, Brand Identification, Brand Personality, Persuasiveness, Purchase Intentions, Effectiveness, Attention

Scope of the Article:
Bio-Science and Bio-Technology