Worcester Research and Publications

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WRaP is a collection of research papers and university publications. It presents the academic and creative work of the university. You are welcome to look for and obtain items of interest and make contact with the authors and creators.

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Valaei, N., Rezaei, Sajad ORCID: https://orcid.org/0000-0001-7942-0611, Sabermajidi, N. and See Kwong, G. (2025) Leveraging Top Dog Channels for underdog brand building strategy: Understanding how coupon campaigns drive top dog channel satisfaction and underdog brand loyalty. Asia-Pacific Journal of Business Administration. pp. 1-20. ISSN 1757-4323

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