Construct · 1 fields · 1 citations

underdog brand biography: a standalone construct

One name. One construct. A landmark on the map.

● anchor · a standalone construct Nearest construct by meaning·not indexed
underdog brandbiography1 CONSTRUCTUnderdog brand biographyPAHARIA · BRANDING

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Branding

a brand story that stresses humble origins, external disadvantage, and passion and determination to succeed.

In branding, underdog brand biography refers to a brand story that stresses humble origins, external disadvantage, and passion and determination to succeed. This meaning comes from Paharia (2011) in Journal of Consumer Research.[1]

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Nearby constructs

determination1 fields · 1 citationsanchor · a standalone constructpassion5 fields · 6 citationsjingle · one word, five constructs

References

  1. Paharia, N., Keinan, A., Avery, J., & Schor, J. B. (2011). The Underdog Effect: The Marketing of Disadvantage and Determination through Brand Biography. Journal of Consumer Research, 37(5), 775-790. https://doi.org/10.1086/656219

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