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

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Cited by:

  1. Faheem Gul Gilal & Justin Paul & Asha Thomas & Lia Zarantonello & Rukhsana Gul Gilal, 2023. "Brand passion: a systematic review and future research agenda," Journal of Brand Management, Palgrave Macmillan, vol. 30(6), pages 490-515, November.
  2. Jung, Hyukjin & Bae, Joonheui & Kim, Hanku, 2022. "The effect of corporate social responsibility and corporate social irresponsibility: Why company size matters based on consumers’ need for self-expression," Journal of Business Research, Elsevier, vol. 146(C), pages 146-154.
  3. Praveen K. Kopalle & Jesse Burkhardt & Kenneth Gillingham & Lauren S. Grewal & Nailya Ordabayeva, 2024. "Delivering affordable clean energy to consumers," Journal of the Academy of Marketing Science, Springer, vol. 52(5), pages 1452-1474, October.
  4. Nurmohamed, Samir & Kundro, Timothy G. & Myers, Christopher G., 2021. "Against the odds: Developing underdog versus favorite narratives to offset prior experiences of discrimination," Organizational Behavior and Human Decision Processes, Elsevier, vol. 167(C), pages 206-221.
  5. Wallach, Karen Anne & Popovich, Deidre, 2023. "When Big Is Less than Small: Why dominant brands lack authenticity in their sustainability initiatives," Journal of Business Research, Elsevier, vol. 158(C).
  6. Bort, James & Totterman, Henrik, 2023. "The growth aspirations of underdog entrepreneurs," Journal of Business Research, Elsevier, vol. 165(C).
  7. repec:oup:jconrs:v:49:y:2023:i:5:p:762-785. is not listed on IDEAS
  8. Koukova, Nevena T. & Wang, Rebecca Jen-Hui & Isaac, Mathew S., 2023. "“If you loved our product”: Do conditional review requests harm retailer loyalty?," Journal of Retailing, Elsevier, vol. 99(1), pages 85-101.
  9. Conor M. Henderson & Marc Mazodier & Jamel Khenfer, 2025. "The positive effects of integrated advertising, featuring diverse ensembles, on societal identification and mainstream brand value," Journal of the Academy of Marketing Science, Springer, vol. 53(2), pages 617-642, March.
  10. Noor Hasmini Binti Abd Ghani & Mohammad Kashedul Wahab Tuhin, 2016. "Consumer Brand Relationships," International Review of Management and Marketing, Econjournals, vol. 6(4), pages 950-957.
  11. Bak, Hyuna & Yi, Youjae, 2024. "Brand envy in economic disparity: Understanding and mitigating malicious envy towards brands among consumers perceiving limited economic mobility," Journal of Business Research, Elsevier, vol. 184(C).
  12. Wallace, Elaine & Torres, Pedro & Augusto, Mário & Stefuryn, Maryana, 2021. "Outcomes for self-expressive brands followed on social media: Identifying different paths for inner self-expressive and social self-expressive brands," Journal of Business Research, Elsevier, vol. 135(C), pages 519-531.
  13. Davis, Robert & McGinnis, Lee Phillip, 2016. "Conceptualizing excessive fan consumption behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 28(C), pages 252-262.
  14. Bhardwaj, Shikha & Mahapatra, Diptiranjan & Behl, Abhishek & Pereira, Vijay & Shankar, Amit, 2023. "Underrated yet successful! A framework of invisible-disabled underdog entrepreneurs," Journal of Business Research, Elsevier, vol. 168(C).
  15. Tang, Yangyi (Eric) & Tsang, Alex S.L., 2020. "Inspire me to purchase: Consumers’ personal control and preference for underdog brand positioning," Journal of Business Research, Elsevier, vol. 115(C), pages 101-109.
  16. Remi Trudel & Jennifer J. Argo & Matthew D. Meng, 2016. "The Recycled Self: Consumers’ Disposal Decisions of Identity-Linked Products," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 43(2), pages 246-264.
  17. Thanh-Thao Nguyen & Bianca Grohmann, 0. "The influence of passion/determination and external disadvantage on consumer responses to brand biographies," Journal of Brand Management, Palgrave Macmillan, vol. 0, pages 1-14.
  18. Spiller, Achim & von Meyer-Höfer, Marie & Sonntag, Winnie, 2016. "Gibt es eine Zukunft für die moderne konventionelle Tierhaltung in Nordwesteuropa?," DARE Discussion Papers 1608, Georg-August University of Göttingen, Department of Agricultural Economics and Rural Development (DARE).
  19. Sohyun Bae & Xiaoyan Liu & Sharon Ng, 2022. "We are more tolerant than I: self-construal and consumer responses toward deceptive advertising," Marketing Letters, Springer, vol. 33(2), pages 277-291, June.
  20. Angeline G. A. Nariswari & Qimei Chen, 2016. "Siding with the underdog: is your customer voting effort a sweet deal for your competitors?," Marketing Letters, Springer, vol. 27(4), pages 701-713, December.
  21. Kevin Lane Keller, 2023. "Looking forward, looking back: developing a narrative of the past, present and future of a brand," Journal of Brand Management, Palgrave Macmillan, vol. 30(1), pages 1-8, January.
  22. Monahan, Lisa & Espinosa, Jennifer A. & Langenderfer, Jeff & Ortinau, David J., 2023. "Did you hear our brand is hated? The unexpected upside of hate-acknowledging advertising for polarizing brands," Journal of Business Research, Elsevier, vol. 154(C).
  23. Bangwool Han & Agung Yoga Sembada & Lester W. Johnson, 2021. "Leveraging Underdog Positioning and Consumer Trait Agreeableness for Sustained Marketing Strategy," Sustainability, MDPI, vol. 13(23), pages 1-14, November.
  24. Julie Guidry Moulard & Randle D. Raggio & Judith Anne Garretson Folse, 2021. "Disentangling the meanings of brand authenticity: The entity-referent correspondence framework of authenticity," Journal of the Academy of Marketing Science, Springer, vol. 49(1), pages 96-118, January.
  25. Shamah, Rania A.M. & Mason, Michela C. & Moretti, Andrea & Raggiotto, Francesco, 2018. "Investigating the antecedents of African fast food customers' loyalty: A self-congruity perspective," Journal of Business Research, Elsevier, vol. 86(C), pages 446-456.
  26. Joshua T Beck & Ryan Rahinel & Alexander Bleier & Simona Botti & Darren W Dahl & J Jeffrey Inman, 2020. "Company Worth Keeping: Personal Control and Preferences for Brand Leaders [Measuring Brand Equity across Products and Markets]," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 46(5), pages 871-886.
  27. Noor Hasmini Binti Abd Ghani & Mohammad Kashedul Wahab Tuhin, 2016. "Consumer Brand Relationships," International Review of Management and Marketing, Econjournals, vol. 6(4), pages 950-957.
  28. Teyi, Shelter Selorm & Larsen, Marcus M. & Namatovu, Rebecca, 2023. "Entrepreneurial identity and response strategies in the informal economy," Journal of Business Research, Elsevier, vol. 165(C).
  29. Dahrouj, Rasha & Itani, Omar S. & Hollebeek, Linda D. & Eslami, Hossein & Kassar, Abdul-Nasser, 2025. "Which corporate social responsibility (CSR) approach optimizes customer engagement behavior? The role of customer-brand identification, brand love, and social communication," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).
  30. Ali Tezer & H. Onur Bodur & Bianca Grohmann, 2020. "Communicating brand biographies effectively: the role of communication source," Journal of the Academy of Marketing Science, Springer, vol. 48(4), pages 712-733, July.
  31. Hamby, Anne & Kim, Hongmin & Spezzano, Francesca, 2024. "Sensational stories: The role of narrative characteristics in distinguishing real and fake news and predicting their spread," Journal of Business Research, Elsevier, vol. 170(C).
  32. Yuliya Snihur & Llewellyn D. W. Thomas & Raghu Garud & Nelson Phillips, 2022. "Entrepreneurial Framing: A Literature Review and Future Research Directions," Entrepreneurship Theory and Practice, , vol. 46(3), pages 578-606, May.
  33. Bruno F. Abrantes & Rana Basit Ali, 2023. "Perception of brand globalness and localness: the role of brand competence in stereotype-building and value consciousness," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(4), pages 722-737, December.
  34. Meng-Chuan Tsai, 2020. "Storytelling Advertising Investment Profits in Marketing: From the Perspective of Consumers’ Purchase Intention," Mathematics, MDPI, vol. 8(10), pages 1-12, October.
  35. Kupor, Daniella & Reich, Taly & Laurin, Kristin, 2018. "The (bounded) benefits of correction: The unanticipated interpersonal advantages of making and correcting mistakes," Organizational Behavior and Human Decision Processes, Elsevier, vol. 149(C), pages 165-178.
  36. Busch, Gesa & Spiller, Achim, 2015. "Real farmer share, perceived farmer share and fair distribution in food chains from a consumers' perspective," 143rd Joint EAAE/AAEA Seminar, March 25-27, 2015, Naples, Italy 202736, European Association of Agricultural Economists.
  37. Zhu, Linlin & He, Yi & Chen, Qimei & Hu, Miao, 2017. "It's the thought that counts: The effects of construal level priming and donation proximity on consumer response to donation framing," Journal of Business Research, Elsevier, vol. 76(C), pages 44-51.
  38. Burnell, Devin & Neubert, Emily & Fisher, Greg, 2023. "Venture tales: Practical storytelling strategies underpinning entrepreneurial narratives," Business Horizons, Elsevier, vol. 66(3), pages 325-346.
  39. Bianca Grohmann & H. Bodur, 2015. "Brand Social Responsibility: Conceptualization, Measurement, and Outcomes," Journal of Business Ethics, Springer, vol. 131(2), pages 375-399, October.
  40. Kevin Lane Keller & J Jeffrey Inman & Margaret C Campbell & Amna Kirmani & Linda L Price, 2020. "Consumer Research Insights on Brands and Branding: A JCR Curation [Uniting the Tribes: Using Text for Marketing Insight]," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 46(5), pages 995-1001.
  41. Alexandre Bohas & Gilles Grolleau & Naoufel Mzoughi, 2024. "The advantages of being disadvantaged," Kyklos, Wiley Blackwell, vol. 77(3), pages 759-775, August.
  42. Chen, Qimei & He, Yi & Hu, Miao & Li, Daoji, 2023. "(Em)powering the underdog: How power states enhance referral intention-behavior consistency for underdog entrepreneurs," Journal of Business Research, Elsevier, vol. 169(C).
  43. Busch, Gesa & Spiller, Achim, 2016. "Farmer share and fair distribution in food chains from a consumer’s perspective," Journal of Economic Psychology, Elsevier, vol. 55(C), pages 149-158.
  44. Lount, Robert B. & Pettit, Nathan C. & Doyle, Sarah P., 2017. "Motivating underdogs and favorites," Organizational Behavior and Human Decision Processes, Elsevier, vol. 141(C), pages 82-93.
  45. Anika Schumacher & Robert Mai, 2024. "Organizational Top Dog (vs. Underdog) Narratives Increase the Punishment of Corporate Moral Transgressions: When Dominance is a Liability and Prestige is an Asset," Journal of Business Ethics, Springer, vol. 194(1), pages 19-36, September.
  46. Sarah Hemmerling & Achim Spiller, 2016. "Old vegetable varieties: attitude, consumption behaviour and knowledge of German consumers," Economia agro-alimentare, FrancoAngeli Editore, vol. 18(2), pages 179-204.
  47. Thanh-Thao Nguyen & Bianca Grohmann, 2020. "The influence of passion/determination and external disadvantage on consumer responses to brand biographies," Journal of Brand Management, Palgrave Macmillan, vol. 27(4), pages 452-465, July.
  48. Paola Cillo & Gaia Rubera, 2025. "Generative AI in innovation and marketing processes: A roadmap of research opportunities," Journal of the Academy of Marketing Science, Springer, vol. 53(3), pages 684-701, May.
  49. Katia Laura Sidali & Pascual Yépez Morocho & Edgardo I. Garrido-Pérez, 2016. "Food Tourism in Indigenous Settings as a Strategy of Sustainable Development: The Case of Ilex guayusa Loes. in the Ecuadorian Amazon," Sustainability, MDPI, vol. 8(10), pages 1-17, September.
  50. Berendt, Johannes & Uhrich, Sebastian & Thompson, Scott A., 2018. "Marketing, get ready to rumble—How rivalry promotes distinctiveness for brands and consumers," Journal of Business Research, Elsevier, vol. 88(C), pages 161-172.
  51. Liyin Jin & Yanqun He, 2018. "How the frequency and amount of corporate donations affect consumer perception and behavioral responses," Journal of the Academy of Marketing Science, Springer, vol. 46(6), pages 1072-1088, November.
  52. Stock, Carolin & Gierl, Heribert, 2015. "Does information about the underdog biography of company founders affect brand evaluations?," Die Unternehmung - Swiss Journal of Business Research and Practice, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 69(1), pages 2-24.
  53. Holger J. Schmidt & Pieter Steenkamp, 2022. "Beware, an underdog may bite: literature review and brand management framework in the context of underdog brands," Journal of Brand Management, Palgrave Macmillan, vol. 29(1), pages 85-110, January.
  54. Paolo Antonetti & Ilaria Baghi, 2021. "How the sender’s positioning and the target’s CSR record influence the effectiveness of scapegoating crisis communications," Marketing Letters, Springer, vol. 32(4), pages 411-423, December.
  55. Hector Gonzalez-Jimenez, 2017. "The self-concept life cycle and brand perceptions: An interdisciplinary perspective," AMS Review, Springer;Academy of Marketing Science, vol. 7(1), pages 67-84, June.
  56. He, Mang & Tu, Jinghua & Li, Yaoqi & Fang, Jiachun & Zeng, Xinying, 2024. "Tourist preference for tourism product brand biographies," Annals of Tourism Research, Elsevier, vol. 107(C).
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