The pirate and the navy: Challenger brands and their utilization of counter-hegemonic ideology in identity communication
Challenger branding is a phenomenon that is gaining significant exposure in academia. However, most research on this branding approach relates to a practical or technical knowledge interest, ignoring the counter-hegemonic critique that exemplifies challenger branding. The critique that these brands base their identity on often shifts after they have been acquired into a hegemonic context, by joini