The Underdog Effect: The Marketing of Disadvantage and Determination through Brand Biography

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Neeru Paharia; Anat Keinan; Jill Avery; Juliet B. Schor;
  • Journal: Journal of Consumer Research,volume 37,issue 5,pages775-775
  • Related identifiers: doi: 10.1086/656219

We introduce the concept of an underdog brand biography to describe an emerging trend in branding in which firms author a historical account of their humble origins, lack of resources, and determined struggle against the odds. We identify two essential dimensions of an ... View more
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