Rivalry and group behavior among consumers and brands: comparisons in and out of the sport context
Auteur :
Havard, Cody T.
Éditeur :
Springer Nature Switzerland AG
ISBN :
9783030852443
Date de publication :
18 sept. 2021
Dimensions :
21,0 x 14,8 cm
Langue :
Anglais
Pays d'origine :
Suisse
This interdisciplinary book extends knowledge by comparing rivalry and rival group behavior in sport within areas outside of sport, such as consumer brands, political discourse, and product/service preferences.