GAO, T. (Tony); MCGINNIS, L. P. Building a Compelling Underdog Consumption Experience. Journal of Small Business Strategy, [S. l.], v. 30, n. 2, p. 93–105, 2020. Disponível em: https://libjournals.mtsu.edu/index.php/jsbs/article/view/1322. Acesso em: 26 may. 2022.