Work

Our conditional love for the underdog: The effect of brand positioning and the lay theory of achievement on WOM

Year: 2020

Type: article

Source: Journal of Business Research

DOI: 10.1016/j.jbusres.2020.06.007

Authors: Yi He, Ya You, Qimei Chen

Institutions: California State University, East Bay, University of Hawaiʻi at Mānoa

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W3039616208

FWCI: 3.865

Cites: 84

Cited by: 31

Related to: 10