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1-3 of 3 results for underdog brands

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Select article: Humor in Online Brand-to-Brand Dialogues: Unveiling the Difference Between Top Dog and Underdog Brands

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Research article

First published 2025-5

Humor in Online Brand-to-Brand Dialogues: Unveiling the Difference Between Top Dog and Underdog Brands

Mathieu Béal, Charlotte Lécuyer, Ivan Guitart

Journal of Interactive Marketing

Select article: The Support of Local Underdogs: System Justification Theory Perspectives

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Research article

First published 2018-8

The Support of Local Underdogs: System Justification Theory Perspectives

Tiffany Shin Legendre, Rodney Warnick, Melissa Baker

Cornell Hospitality Quarterly

Select article: The Minority Ownership Awareness Effect: When Promoting Minority Ownership Increases Brand Evaluations

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Research article

First published 2025-5

The Minority Ownership Awareness Effect: When Promoting Minority Ownership Increases Brand Evaluations

Esther Uduehi, Aaron J. Barnes

Journal of Marketing

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