The underdog effect: The marketing of disadvantage and determination through brand biography

Journal of Consumer Research

Volumn 37, Issue 5, 2011, Pages 775-790

  Paharia, Neeru ^a   Keinan, Anat ^b   Avery, Jill ^c   Schor, Juliet B ^d  

^a HARVARD UNIVERSITY   (United States)

^b HARVARD BUSINESS SCHOOL   (United States)

^c Simmons School of Management   (United States)

^d BOSTON COLLEGE   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 78751552546     PISSN: 00935301     EISSN: None     Source Type: Journal    
DOI: 10.1086/656219     Document Type: Article

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