Rivalry and Group Behavior Among Consumers and Brands: Comparisons in and Out of the Sport Context

By Cody T. Havard

Chapter 1: Rivalry In and Out of Sport.- Chapter 2: The Games We Play.- Chapter 3: They Said What?.- Chapter 4: Are You Team Apple or Team Samsung?.- Chapter 5: Rebels or Star Fleet?.- Chapter 6: Introduction of a Hierarchy of Out-Group Derogation.- Chapter 7: Here We Are, There We Go.

• Format: Hardcover
• Language: English
• ISBN: 303085244X
• ISBN13: 9783030852443
• Release Date: September 2021
• Publisher: Palgrave MacMillan
• Length: 136 Pages
• Weight: 0.75 lbs.
• Dimensions: 0.4" x 5.8" x 8.3"