Underdog consumption: An exploration into meanings and motives

Journal of Business Research

Volumn 62, Issue 2, 2009, Pages 191-199

  McGinnis, Lee Phillip ^a   Gentry, James W ^b  

^a WASHBURN UNIVERSITY   (United States)

^b UNIVERSITY OF NEBRASKA LINCOLN   (United States)

Author keywords

Anti consumption; Counter conformity; Creolization; Glocalization; Identification; Underdogs

Indexed keywords

EID: 58149128003     PISSN: 01482963     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.jbusres.2008.01.026     Document Type: Article

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