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The purpose of this study is to understand the effect of different brand positions (underdog vs top dog) and comparative advertising on consumers’ brand attitudes. Additionally, this study also aims to demonstrate the effects of inspiration, self-relevance and empathy on the relationship between brand positioning and comparative advertising.

A two-by-three factorial design was employed with brand positions (underdog vs top dog) and three types of comparative advertising (noncomparative, indirect comparative and direct comparative) as the independent variables. Inspiration serves as the mediator, while self-relevance and empathy act as moderators and brand attitude is the dependent variable.

The results show that different brand positions significantly affect brand attitudes, with respondents having a better brand attitude toward the underdog brand. Brand attitude is partially mediated by inspiration. Self-relevance moderates the relationship between brand positioning and brand attitude. However, brand positioning, comparative advertising and empathy do not have interaction effects.

This study contributes to a better understanding of the effect of psychological variables on brand positioning and comparative advertising.

The results suggest that the underdog setting requires a real and honest story because consumers will spot a fake underdog story, which will damage consumer trust in the brand and harm the brand image.

There is a lack of research using psychological variables to demonstrate the effect of being the underdog brand. This study contributes to the literature by employing psychological variables to illustrate the effect of underdog positioning. These findings can help brands develop branding positioning strategies.

The purpose of this paper is to analyze the wastewater discharge and a zero-wastewater-discharge (ZWD) reproduction plan is designed for a paper mill in Taiwan.

The proposed model of ZWD reproduction planning is established using the fuzzy comprehensive evaluation and Taguchi method to determine the overall wastewater recovery rate. Still the prior studies failed to address a systematic approach to optimize the waste water recovery rate.

The optimal solution for clean water is 500 tons, recovery electrodialysis reversal is 345 tons, the wastewater reuse performance is 1.3 and waste heat recycling performance is 0.8, the larger number is performed well. The results shows that the maximum overall waste water recovery rate is 97.8 percent.

A paper mill is strived for improving their sustainable development. In real situation, there is a need to address the qualitative information and qualitative data to carry out the optimal ZWD reproduction planning.