Underdog Positioning Can Backfire

The underdog brand positioning may not always work positively for the corporate. The present research proposes and finds that the negative consequence of the underdog effect is more pronounced when ethical transgressions take place than the ethical or functional transgressions are committed.


Kiwan Park and Yae Ri, Sophia Kim (2015) ,"Underdog Positioning Can Backfire", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 329-329.


Kiwan Park, Seoul National University, Korea
Yae Ri, Sophia Kim, Seoul National University, Korea


AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015

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