Is Cinderella resurging? The impact of consumers' underdog disposition on brand preferences: Underdog brand biography and brand status as moderators

Publisher： John Wiley & Sons Inc

E-ISSN： 1479-1838|14|5|307-316

ISSN： 1472-0817

Source： JOURNAL OF CONSUMER BEHAVIOUR, Vol.14, Iss.5, 2015-09, pp. : 307-316

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