The simultaneous sponsorship of rival teams: Beyond ingroup favoritism and outgroup animosity
Author:
Affiliation:
1. College of Business Oregon State University Corvallis Oregon USA
2. College of Business Administration California State University San Marcos San Marcos California USA
Publisher
Wiley
Subject
Marketing,Applied Psychology
Link
https://onlinelibrary.wiley.com/doi/pdf/10.1002/mar.21589
Reference78 articles.
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4. Attitudinal ambivalence: A test of three key hypotheses;Armitage C.;Personality and Social Psychology Bulletin,2000
5. Rivalries and sponsor affiliation: Examining the effects of social identity and argument strength on responses to sponsorship‐related advertising messages;Bee C.;Journal of Marketing Communications,2015
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