Conceptualizing Consumer Animosity: In-Group Reactions to Out-Group Focused Endorsements

Mubbsher Munawar Khan, Bodo B. Schlegelmilch

Publication: Chapter in book/Conference proceedingContribution to conference proceedings

Original languageEnglish
Title of host publicationProceedings of the 38th European Marketing Academy
Editors EMAC
Place of PublicationNantes, France, May 26-29
Pages74 - x
Publication statusPublished - 1 Mar 2009

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