Brand rivalry and community conflict

Journal of Business Research

Volumn 66, Issue 1, 2013, Pages 4-12

  Ewing, Michael T ^a   Wagstaff, Peter E ^a   Powell, Irene H ^a  

^a MONASH UNIVERSITY   (Australia)

Author keywords

Brand rivalry; Conflict; Netnography; Oppositional loyalty; Social comparison theory

Indexed keywords

EID: 84870479564     PISSN: 01482963     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.jbusres.2011.07.017     Document Type: Article

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