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

1 Conference contribution - Published abstract for conference with selection process
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2020

Rivalry Increases Non-Instrumental Intergroup Conflict and Violence
Reinhard, D., Berendt, J., Uhrich, S. & Leidner, B., 2020.
Publication: Contribution to a conference › Poster › peer-review

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

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Rivalry Increases Non-Instrumental Intergroup Conflict and Violence