Consumer Response to Underdog Branding
Bibliographic Citation
Paharia, N., Keinan, A., Avery, J., & Schor, J.B. (2013). Consumer Response to Underdog Branding. Washington, DC: Georgetown University. Retrieved from http://hdl.handle.net/10822/707503.
Description
There is a growing trend for businesses new and old alike to use their brand biography as a marketing tool. Continue reading to learn how a brand's biography can amplify the effectiveness of campaigns that focus on underdog brands.
Permanent Link
http://hdl.handle.net/10822/707503External Link
http://consumerresearch.georgetown.edu/institute-findings/#researchhttp://consumerresearch.georgetown.edu/
Date Published
2014-01-14Collections
Metadata
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