Abstract
Many famous people who founded companies either recently or decades ago are associated with an underdog biography. Although they began with few resources and had to undertake strong efforts to overcome impediments, these companies are currently successful. We investigated whether references to the underdog biographies of company founders affected evaluations of these brands. We found an overall positive effect of referring to an underdog biography of founders in market communications. Our results indicate that the underdog effect results from sensations of deservingness and a strengthened customer-brand relationship.
Published Version (
Free)
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
