Brand rivalry : the role of choice popularity and self-threat in consumer side-taking
Brands constantly challenge each other for market leadership and release new products to outperform their competition (e.g. Coca-Cola vs. Pepsi or Mac vs. PC). Although brand rivalry is a ubiquitous phenomenon that greatly influences consumer behavior, scholars only recently started to examine brand...
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University of Leeds
2016
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| Online Access: | http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.698215 |