Underdog consumption: An exploration into meanings and motives
AbstractMarketers frequently position business concerns - whether brands, teams, or stores - as the non market-dominant entity (or the "underdog"). This article examines the motives for underdog support through in-depth interviews and a focus group. Findings suggest that underdog consumers support underdogs out of empathy, as a way to ensure the maintenance of equal opportunity in competition, and as a way to provide personal inspiration. Some motives for underdog support can be interpreted to be anti-consumption (or, at least, anti-corporate) in nature. On the other hand, many underdog consumers support and identify with underdogs not necessarily as a way to keep the top dog down, but as a means to keep the little guy competing. Rather than solely "vote-against" behavior, "vote-for" behavior is very evident as well.
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Bibliographic InfoArticle provided by Elsevier in its journal Journal of Business Research.
Volume (Year): 62 (2009)
Issue (Month): 2 (February)
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Web page: http://www.elsevier.com/locate/jbusres
Anti-consumption Creolization Counter-conformity Glocalization Identification Underdogs;
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