Consumer Response to Underdog Branding
Georgetown Institute for Consumer Research
Schor, Juliet B.
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.
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.
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Federal Government's Response to the Falsification of Breast Cancer Research at St. Luc Hospital, Montreal, Funded by the National Cancer Institute as Part of the National Surgical Adjuvant Breast and Bowel Project Unknown creator (United States. Congress. House. Committee on Energy and Commerce. Subcommittee on Oversight and Investigations, 1994-04-13)