Publikationen: Beitrag in Buch/Bericht/Konferenzband › Konferenzbeitrag - Abstract in Konferenzband › Forschung › Begutachtung
Don't Knock the Competition - Knock the Rival: Why Brand Rivalry Creates Message Virality. / Berendt, Johannes; Uhrich, Sebastian; Borah, Abhishek; Kilduff, Gavin J.
ACR 2021. Hrsg. / Tonya Williams Bradford; Anat Keinan; Matthew Thomson. Duluth : ACR Association for Consumer Research, 2021. S. 386-387 (Advances in consumer research; Band 49).Publikationen: Beitrag in Buch/Bericht/Konferenzband › Konferenzbeitrag - Abstract in Konferenzband › Forschung › Begutachtung
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TY - CHAP
T1 - Don't Knock the Competition - Knock the Rival: Why Brand Rivalry Creates Message Virality
AU - Berendt, Johannes
AU - Uhrich, Sebastian
AU - Borah, Abhishek
AU - Kilduff, Gavin J.
PY - 2021
Y1 - 2021
UR - https://www.acrwebsite.org/assets/PDFs/2021program2.pdf
M3 - Conference contribution - Published abstract for conference with selection process
SN - 978-0-915552-82-5
T3 - Advances in consumer research
SP - 386
EP - 387
BT - ACR 2021
A2 - Bradford, Tonya Williams
A2 - Keinan, Anat
A2 - Thomson, Matthew
PB - ACR Association for Consumer Research
CY - Duluth
Y2 - 8 October 2021 through 30 October 2021
ER -
ID: 6162520