Inspire me to purchase: Consumers’ personal control and preference for underdog brand positioning
Sign Up to like & getrecommendations! Published in 2020 at "Journal of Business Research"
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
When the Underdog Positioning Backfires! The Effects of Ethical Transgressions on Attitudes Toward Underdog Brands
Sign Up to like & getrecommendations! Published in 2020 at "Frontiers in Psychology"
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