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 publicationACR 2021
EditorsTonya Williams Bradford, Anat Keinan, Matthew Thomson
Number of pages2
Place of PublicationDuluth
PublisherACR Association for Consumer Research
Publication date2021
Pages386-387
ISBN (Print)978-0-915552-82-5
Publication statusPublished - 2021
EventAssociation for Consumer Research Conference 2021 - Online, Seattle, United States
Duration: 08.10.202130.10.2021

ID: 6162520

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