Faculty News | Herald Dispatch | 02 Sep 2010
Disputing wrongful dismissal; consumers like underdogs, too
Re: Anat Keinan
"The use of underdog brand biographies can have a positive impact on consumers' purchase intentions and actual choices," according to the authors, Harvard University researcher Neeru Paharia, Harvard Business School professor Anat Keinan, Simmons School of Management professor Jill Avery and Boston College professor Juliet Schor. A company identifying itself as an underdog can help increase consumers' brand loyalty, they said.

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