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.



Citation:

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.

Authors

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



Volume

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



Share Proceeding

Featured papers

See More

Featured

People Overpredict the Benefit of Using Expensive Items and Appearing Rich in Friend-Making

Xilin Li, University of Chicago, USA
Christopher Hsee, University of Chicago, USA

Read More

Featured

J10. Transnational Consumer Lifestyle

zahra Sharifonnasabi, Queen Mary University of London
Fleura Bardhi, City University of London, UK

Read More

Featured

I’m Just Trying to Help: How Volunteers’ Social Media Posts Alter Support for Charitable Organizations

Michelle Daniels, Arizona State University, USA
Kirk Kristofferson, Ivey Business School
Andrea Morales, Arizona State University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.