Inspire me to purchase : consumers' personal control and preference for underdog brand positioning

Yangyi (Eric) Tang, Alex S.L. Tsang

Year of publication:	2020
Authors:	Tang, Yangyi ; Tsang, Alex S. L.
Published in:	Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 115.2020, p. 101-109
Subject:	Branding \| Underdog \| Inspiration \| Personal control \| Positioning strategy \| Markenführung \| Brand management \| Konsumentenverhalten \| Consumer behaviour \| Markenimage \| Brand image \| Persönlichkeitspsychologie \| Personality psychology

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