Marketing, Get Ready to Rumble: How Rivalry Promotes Distinctiveness for Brands and Consumers

Johannes Berendt, Sebastian Uhrich, Scott A. Thompson

Publikation: Beitrag in Fachzeitschrift › Zeitschriftenaufsätze › Forschung › Begutachtung

1 Konferenzbeitrag - Abstract in Konferenzband
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2020

More (Beneficial) Than Intense Competition: When and Why Perceived Brand Rivalry Drives Purchase Intentions: paper from the 49th Annual EMAC Conference, Budapest, May 26-29, 2020
Berendt, J., Uhrich, S. & Kilduff, G., 2020, Proceedings of the European Marketing Academy. EMAC European Marketing Academy, A2020-63827
Publikation: Beitrag in Buch/Bericht/Konferenzband › Konferenzbeitrag - Abstract in Konferenzband › Forschung › Begutachtung