Washington, July 21 – A team of researchers, including an Indian-origin scientist, has revealed that consumers strongly relate to brands that they perceive as underdogs.
“Across contexts, cultures, and time periods, underdog narratives have inspired people. Stories about underdogs are pervasive in sports, politics, religion, literature, and film,” said authors Neeru Paharia, Anat Keinan, Jill Avery and Juliet B. Schor.
The authors examined the ways in which many contemporary brand narratives highlighted their companies’ humble beginnings and struggles against powerful rivals.
For example, Nantucket.
“Across contexts, cultures, and time periods, underdog narratives have inspired people. Stories about underdogs are pervasive in sports, politics, religion, literature, and film,” said authors Neeru Paharia, Anat Keinan, Jill Avery and Juliet B. Schor.
The authors examined the ways in which many contemporary brand narratives highlighted their companies’ humble beginnings and struggles against powerful rivals.
For example, Nantucket.
- 7/21/2010
- by News
- RealBollywood.com
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