品牌传记@曹将PPTao

@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Homeles