Don't Knock the Competition - Knock the Rival: Why Brand Rivalry Creates Message Virality

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

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Original languageEnglish
Title of host publicationAssociation for Consumer Research Conference 2021 : Advances in Consumer Research
Place of PublicationSeattle
PublisherACR Association for Consumer Research
Publication date2021
Publication statusPublished - 2021
EventAssociation for Consumer Research Conference 2021 - Online, Seattle, United States
Duration: 28.10.202130.10.2021

ID: 6162520

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