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    Consumer Response to Underdog Branding

    Cover for Consumer Response to Underdog Branding
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    View/Open: GICR-Research-Brief-Issue-15.pdf (342kB) Bookview

    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
    Collections
    • Research Briefs by GICR
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    Georgetown University Seal
    ©2009 - 2023 Georgetown University Library
    37th & O Streets NW
    Washington DC 20057-1174
    202.687.7385
    digitalscholarship@georgetown.edu
    Accessibility