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.