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Every Dog has Its Day: How Top‐Dog Versus Underdog Brand Positioning Affects Unethical Consumer Behavior.

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Bibliographic Details
Title: Every Dog has Its Day: How Top‐Dog Versus Underdog Brand Positioning Affects Unethical Consumer Behavior.
Authors: Fu, Huijian1 (AUTHOR), Cai, Wei2 (AUTHOR), Hu, Linfeng3 (AUTHOR) hulinfeng@zjut.edu.cn
Source: Psychology & Marketing. May2026, p1. 17p. 2 Illustrations.
Database: Business Source Ultimate
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