Navigating Dramatic Communication: The Differential Effects of Brand Rivalry on Aware and Non-aware Consumers
Year: 2026
Type: article
Study design: Observational Study
Source: Journal of Promotion Management
Authors: Ly Tran Hai, Minh Sang Lai, Thao Nguyen Kim
Institution: Foreign Trade University
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: closed
OpenAlex ID: W7165896672