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person:"Avery, Jill"
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Journal of consumer research : JCR ; an interdisciplinary bimonthly
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The underdog effect : the marketing of disadvantage and determination through brand biography
Paharia, Neeru
;
Keinan, Anat
;
Avery, Jill
;
Schor, Juliet B.
- In:
Journal of consumer research : JCR ; an …
37
(
2010/11
)
5
,
pp. 775-790
Persistent link: https://www.econbiz.de/10008856982
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