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

Journal of business research, v.118, 2020년, pp.210 - 222  

He, Yi (College of Business and Economics, California State University) ,  You, Ya (College of Business and Economics, California State University) ,  Chen, Qimei (Shidler College of Business, University of Hawaii at Manoa)

Abstract AI-Helper 아이콘AI-Helper

Abstract In this research, the authors examine the effect of underdog versus top dog brand positioning on different stages of WOM generation, from mental representation (i.e., WOM intention) to action implementation (i.e., WOM behavior) and the underlying mechanism. Across five experiments, the aut...

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