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Keywords: Underdog brand loyalty
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Journal Articles
Asia-Pacific Journal of Business Administration (2026) 18 (2): 501–523.
Published: 24 June 2025
... campaign strategy on top dog channels amplifies top dog channels with underdog brand loyalty. Design/methodology/approach A total of 324 valid responses were collected from a pool of experienced underdog brands’ coupon redeemers following coupon campaigns on top dog channels to empirically test...
