Love Thy Enemy - Investigating the Link Between Brand Rivalry and the Distinctiveness of Consumers and Brands

Publication: Chapter in Book/Report/Conference proceedingConference contribution - Published abstract for conference with selection processResearchpeer-review

Original languageEnglish
Title of host publicationProceedings of the 45th EMAC Annual Conference : Marketing in the Age of Data
Editors, Klemens Knoeferle
Number of pages1
PublisherEMAC European Marketing Academy
Publication date2016
ISBN (Print)978-82-8247-284-5
ISBN (Electronic)978-82-8247-285-2
Publication statusPublished - 2016
Event45th EMAC Annual Conference - Oslo, Norway
Duration: 24.05.201627.05.2016
Conference number: 45