Marketing, Get Ready to Rumble: Why Consumers Appreciate Brand Rivalries

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

Original languageEnglish
Title of host publicationNA Advances for Consumer Research
Number of pages2
Volume44
PublisherACR Association for Consumer Research
Publication date2016
Pages390-391
Publication statusPublished - 2016
EventAssociation for Consumer Research Conference 2016 - Berlin, Germany
Duration: 27.10.201630.10.2016

Citation