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

Mubbsher Munawar Khan, Bodo B. Schlegelmilch

Publication: Chapter in book/Conference proceeding › Contribution to conference proceedings

Original language	English
Title of host publication	Proceedings of the 38th European Marketing Academy
Editors	EMAC
Place of Publication	Nantes, France, May 26-29
Pages	74 - x
Publication status	Published - 1 Mar 2009

Cite this

@inproceedings{f4c4b68f88d140d18a93d6faba86e4b8,

title = "Conceptualizing Consumer Animosity: In-Group Reactions to Out-Group Focused Endorsements",

author = "Khan, \{Mubbsher Munawar\} and Schlegelmilch, \{Bodo B.\}",

year = "2009",

month = mar,

day = "1",

language = "English",

pages = "74 -- x",

editor = "EMAC",

booktitle = "Proceedings of the 38th European Marketing Academy",

}