Consumer Response to Underdog Branding

dc.creator	Georgetown Institute for Consumer Research	en
dc.creator	Paharia, Neeru	en
dc.creator	Keinan, Anat	en
dc.creator	Avery, Jill	en
dc.creator	Schor, Juliet B.	en
dc.date.accessioned	2014-01-14T18:01:20Z	en
dc.date.available	2014-01-14T18:01:20Z	en
dc.date.created	2013	en
dc.date.issued	2014-01-14	en
dc.identifier.bibliographicCitation	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.	en
dc.identifier.other	APT-BAG: georgetown.edu.10822_707503.tar;APT-ETAG: a2ec0833c816e49a594caf7ad9fa29c6; APT-DATE: 2017-02-09_09:33:05	en
dc.identifier.uri	http://hdl.handle.net/10822/707503	en
dc.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.	en
dc.description.uri	http://consumerresearch.georgetown.edu/institute-findings/#research	en
dc.description.uri	http://consumerresearch.georgetown.edu/	en
dc.title	Consumer Response to Underdog Branding	en

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