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Keywords: Self-implication
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Journal Articles
Preference for the Underdog when Sampling Commercial Products: Assessment of the Effect and Limiting Conditions
Available to Purchase
Journal:
Journal of Marketing Behavior
Journal of Marketing Behavior (2017) 3 (1): 51–61.
Published: 26 October 2017
... Sensory marketing Branding Self-implication Taste Vision In marketing comparative advertising is common (Williams and Page Jr 2013) and is more likely to be pursued by the underdog company (i.e., the brand with lower market share) (Gnepa 1993). Underdog branding has been shown to generate...
