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Journal of Consumer Research

Journal Article The Underdog Effect: The Marketing of Disadvantage and Determination through Brand Biography Get access Neeru Paharia, Neeru Paharia Search for other works by this author on: Oxford Academic PubMed Google Scholar Anat Keinan, Anat Keinan Search for other works by this author on: Oxford Academic PubMed Google Scholar Jill Avery, Jill Avery Search for other works by this author on: Oxford Academic PubMed Google Scholar Juliet B. Schor Juliet B. Schor Search for other works by this author on: Oxford Academic PubMed Google Scholar Journal of Consumer Research, Volume 37, Issue 5, 1 February 2011, Pages 775–790, https://doi.org/10.1086/656219 Published: 23 August 2010

The Underdog Effect: The Marketing of Disadvantage and Determination through Brand Biography