Motivational bases for consumers’ underdog affection in commerce
Sign Up to like & getrecommendations! Published in 2017 at "Journal of Service Management"
DOI: 10.1108/josm-02-2016-0052
Abstract: Purpose The understanding of the motives for consumers’ support of business underdogs is generally limited. The purpose of this paper is to help address this important research topic by conceptualizing underdog affection as a theoretical… read more here.
Keywords: affection commerce; affection; business; underdog affection ... See more keywords