Schmidt, Holger J.; Steenkamp, Pieter - In: Journal of Brand Management 29 (2021) 1, pp. 85-110
An underdog brand is a brand with humble resources that competes with passion and determination against competitors … understanding of what an underdog brand is and how brands can use the underdog effect is still limited. Considering the relevance of … underdog brand management for practice, the purpose of our article is to distill the components of the concepts "underdog brand …