When will Underdog Positioning be Effective? The Influence of Personal Control and Shopping Orientation

Research output: Contribution to conference › Conference paper › peer-review

Original language	English
Publication status	Published - Oct 2018
Event	2018 Annual Conference of China Marketing Science - Shenzhen, China Duration: 26 Oct 2018 → 28 Oct 2018

Conference	2018 Annual Conference of China Marketing Science
Country/Territory	China
City	Shenzhen
Period	26/10/18 → 28/10/18

Cite this

@conference{f0218c5b462a443e967ce63ff7466fe0,

title = "When will Underdog Positioning be Effective? The Influence of Personal Control and Shopping Orientation",

author = "Tang, \{Yangyi Eric\} and Tsang, \{Alex S L\}",

year = "2018",

month = oct,

language = "English",

note = "2018 Annual Conference of China Marketing Science ; Conference date: 26-10-2018 Through 28-10-2018",

}