When the Underdog Positioning Backfires! The Effects of Ethical Transgressions on Attitudes Toward Underdog Brands
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DOI: 10.3389/fpsyg.2020.01988
Abstract: This research investigates the novel link between consumers’ support for underdog brands and their ethical expectations of such brands and finds that the underdog brand positioning may not always be beneficial. Rather, we argue that… read more here.
Keywords: ethical transgressions; backfires effects; underdog brands; underdog positioning ... See more keywords