Friend and foe : the impact of complimentary competitor content (CCC) on consumer response towards the endorsing competitor
Inbal Stockheim, Dikla Perez, Yael Podkamien
| Year of publication: |
2024
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|---|---|
| Authors: | Stockheim, Inbal ; Perez, Dikla ; Podkamien, Yael |
| Published in: |
Journal of retailing and consumer services. - Amsterdam : Elsevier Science, ISSN 0969-6989, ZDB-ID 2020784-0. - Vol. 79.2024, Art.-No. 103841, p. 1-16
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| Subject: | Competence and warmth perceptions | Complimentary competitor content | Endorsing competitor | Wettbewerb | Competition | Konsumentenverhalten | Consumer behaviour | Wettbewerbsstrategie | Competitive strategy | Kompetenz | Competence | Werbewirkung | Advertising effects |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.jretconser.2024.103841 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015100798