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

Publication: Contribution to journalJournal articlesResearchpeer-review

Original languageEnglish
JournalJOURNAL OF BUSINESS RESEARCH
Volume88
Pages (from-to)161-172
Number of pages12
ISSN0148-2963
DOIs
Publication statusPublished - 2018

Citation