Who let the dog’s out? How underdog biographies told by family firms affect consumers’ brand attitude

Maximilian Lude, Reinhard Prügl, Natalie Rauschendorfer

Research output: Contribution to journalArticlepeer-review

2 Scopus citations

Fingerprint

Dive into the research topics of 'Who let the dog’s out? How underdog biographies told by family firms affect consumers’ brand attitude'. Together they form a unique fingerprint.

Keyphrases

Social Sciences

Psychology