Essays on underdog brand positioning and consumer value

dc.contributor.guide	Sahay, Arvind; Sharma, Rajat; Agarwal, Promila
dc.coverage.spatial
dc.creator.researcher	Ashhar, Ahmed
dc.date.accessioned	2026-01-16T08:34:15Z
dc.date.available	2026-01-16T08:34:15Z
dc.date.awarded	2025
dc.date.completed	2025
dc.date.registered
dc.description.abstract	Available newline
dc.description.note
dc.format.accompanyingmaterial	None
dc.format.dimensions
dc.format.extent	113 p.
dc.identifier.researcherid
dc.identifier.uri	http://hdl.handle.net/10603/688241
dc.language	English
dc.publisher.institution	Marketing
dc.publisher.place	Ahmedabad
dc.publisher.university	Indian Institute of Management Ahmedabad
dc.relation
dc.rights	university
dc.source.university	University
dc.subject.keyword	Consumer value perceptions
dc.subject.keyword	Empathy
dc.subject.keyword	Underdog brand positioning
dc.subject.keyword	User engagement
dc.title	Essays on underdog brand positioning and consumer value
dc.title.alternative
dc.type.degree	Ph.D.