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


Research units


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
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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