Paharia, Neeru; Keinan, Anat; Avery, Jill; Schor, Juliet B. - In: Journal of Consumer Research 37 (2011) 5, pp. 775-775
We introduce the concept of an underdog brand biography to describe an emerging trend in branding in which firms author a historical account of their humble origins, lack of resources, and determined struggle against the odds. We identify two essential dimensions of an underdog biography:...
