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 proceedingConference contribution - Published abstract for conference with selection processResearchpeer-review

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Original languageEnglish
Title of host publicationProceedings of the European Marketing Academy
PublisherEMAC European Marketing Academy
Publication date2020
Article numberA2020-63827
Publication statusPublished - 2020
EventEuropean Marketing Academy Conference: Challenging the Status Quo in Marketing Research -
Duration: 26.05.202029.05.2020
Conference number: 49

ID: 5143118

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