doi.org/10.1016/j.jbusres.2018.03.015

Marketing, get ready to rumble—How rivalry promotes distinctiveness for brands and consumers

Johannes Berendt

,

Sebastian Uhrich

,

Scott A. Thompson

Journal of Business Research9.80

Volume: 88, Pages: 161 - 172

Published: Mar 27, 2018

Paper Fields

Paper Details

Title

Marketing, get ready to rumble—How rivalry promotes distinctiveness for brands and consumers

DOI

doi.org/10.1016/j.jbusres.2018.03.015

Published Date

Mar 27, 2018

Journal

Journal of Business Research

Volume

88

Pages

161 - 172

Notes

History