The purpose of this article is to examine the uses of mixed method research designs published in the Journal of Business Research. This study involves a content analysis of 2072 articles published between 1990 and 2010 in the Journal of Business Research. Seventeen mixed method studies...

Marketers frequently position business concerns - whether brands, teams, or stores - as the non market-dominant entity (or the "underdog"). This article examines the motives for underdog support through in-depth interviews and a focus group. Findings suggest that underdog consumers support...