Dancing with the Enemy: Broadened Understanding of Engagement in Rival Brand Dyads

Ilhan Behice Ece, Pauwels Koen, Kübler Raoul

Cite as

Ilhan, B. E., Pauwels, K., & Kübler, R. (2016). Dancing with the Enemy: Broadened Understanding of Engagement in Rival Brand Dyads. MSI Report, 2016.

Details

Publication type
Research article (journal)

Peer reviewed
Yes

Publication status
Published

Year
2016

Journal
MSI Report

Volume
2016

Language
English