Schor. "The Underdog Effect: The Marketing of Disadvantage and Determination Through Brand Biography." Journal of Consumer Research 37, no. 5 (February 2011): 775–790. (Finalist, 2014 Best Article ...
Challenger brands are not necessarily small or niche but can be any brand that is ready to disrupt by bringing something new to a category. With a love for the underdog at its core, Australia has ...
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