McGinnis, Lee Phillip; Gao, Tao; Jun, Sunkyu; Gentry, James - In: Journal of Service Management 28 (2017) 3, pp. 563-592
of this paper is to help address this important research topic by conceptualizing underdog affection as a theoretical … support most of the hypotheses (eight out of nine). Under the self-oriented perspective, commerce underdog affection is … their materialism level. Only hope did not impact consumer underdog affection. Under the other-oriented perspective, balance …