Marketing, Get Ready to Rumble

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Research units

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Original language	English
Journal	JOURNAL OF BUSINESS RESEARCH
Volume	88
Pages (from-to)	161-172
Number of pages	12
ISSN	0148-2963
DOIs	https://doi.org/10.1016/j.jbusres.2018.03.015
Publication status	Published - 2018

Projects (3)

Eine Analyse der positiven Konsequenzen von Markenrivalitäten

Project: Funded by Internal Resources

Rivalität und Fan-Aggressionen

Project: Funded by Internal Resources

The Love-hate Relationship between Archrivals: Analysing the Ambivalent Consequences of Rivalry and Disidentification in Team Sport

Project: Funded by Internal Resources

More (Beneficial) Than Intense Competition: When and Why Perceived Brand Rivalry Drives Purchase Intentions: paper from the 49th Annual EMAC Conference, Budapest, May 26-29, 2020

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution - Published abstract for conference with selection process › Research › peer-review