Disadvantaged Company

What it measures

A four-item scale measuring the degree to which a consumer perceives a company as disadvantaged relative to competitors — occupying an underdog position in the marketplace characterised by competitive disadvantage, long odds, and the need to struggle to succeed. Items capture relative market standing, underdog categorisation, probability of success, and competitive adversity. The scale is designed for research on underdog brand positioning and its effects on consumer sympathy, preference, and support.

Representative items

• This company has a disadvantage compared to the competition.
• I consider the company to be an underdog in the marketplace.
• The odds are against the company being successful.

Citation

Siemens, Jennifer C., et al. (2020). Fighting the giant: Underdog positioning and consumers' responses. Journal of Marketing, 84(1), 75–91.