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When the Underdog Positioning Backfires! The Effects of Ethical Transgressions on Attitudes Toward Underdog Brands
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 the identification-based supporting motivation for underdog brands...
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| Publicado no: | Front Psychol |
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| Main Authors: | , |
| Formato: | Artigo |
| Idioma: | Inglês |
| Publicado em: |
Frontiers Media S.A.
2020
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| Assuntos: | |
| Acesso em linha: | https://ncbi.nlm.nih.gov/pmc/articles/PMC7498723/ https://ncbi.nlm.nih.gov/pubmed/33013509 https://ncbi.nlm.nih.govhttp://dx.doi.org/10.3389/fpsyg.2020.01988 |
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