Consumer Response to Underdog Branding

Georgetown Institute for Consumer Research; Paharia, Neeru; Keinan, Anat; Avery, Jill; Schor, Juliet B.

Cover for Consumer Response to Underdog Branding

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Creator

Georgetown Institute for Consumer Research

Paharia, Neeru

Keinan, Anat

Avery, Jill

Schor, Juliet B.

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/10822/707503

External Link

http://consumerresearch.georgetown.edu/institute-findings/#research
http://consumerresearch.georgetown.edu/

Date Published

2014-01-14

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Research Briefs by GICR

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