Marketing, get ready to rumble—How rivalry promotes distinctiveness for brands and consumers
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DOI: 10.1016/j.jbusres.2018.03.015
Abstract: Abstract Scholars typically advise brands to stay away from public conflict with competitors as research has focused on negative consequences—e.g., price wars, escalating hostilities, and derogation. This research distinguishes between rivalry between firms (inter-firm brand… read more here.
Keywords: rivalry; inter firm; inter consumer; brand ... See more keywords