Inspire me to purchase: Consumers’ personal control and preference for underdog brand positioning
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DOI: 10.1016/j.jbusres.2020.04.031
Abstract: Abstract Many marketers choose to position their brands as underdogs instead of top dogs in the marketplace. Research suggests that underdog positioning may elicit favorable consumer responses, although little is known about when it is… read more here.
Keywords: personal control; underdog positioning; control; preference underdog ... See more keywords