Exploring The Love-Hate Relationship between Archrivals: The Rivalry Ambivalence Model

Publication: Chapter in Book/Report/Conference proceeding › Conference contribution - Article for conference › Research › peer-review

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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
Publication: Chapter in Book/Report/Conference proceeding › Conference contribution - Published abstract for conference with selection process › Research › peer-review

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