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

Section Sports Business Administration
Institute of Sport Economics and Sport Management

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

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The Love-hate Relationship between Archrivals: Analysing the Ambivalent Consequences of Rivalry and Disidentification in Team Sport
Berendt, J.
Project: Funded by internal resources
Eine Analyse der positiven Konsequenzen von Markenrivalitäten
Berendt, J. & Uhrich, S.
Project: Funded by internal resources

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

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The Love-hate Relationship between Archrivals: Analysing the Ambivalent Consequences of Rivalry and Disidentification in Team Sport

Eine Analyse der positiven Konsequenzen von Markenrivalitäten