Browsing Management and Marketing Dissertations and Theses by Author "Patel, Amishkumar"
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Why do consumers support the underdog team in sports entertainment? Replication and extension study of motivational bases for consumer affection for underdog.
(2013)The aim of this research study is to replicate the motivational bases associated with consumers’ affection towards the underdog and extend it to the sports industry, though some research does exist on consumers’ motivations ...
