Open UTDAcademic Journal Reviews
10.1177/00222429211053002
ArticleJournal of Marketing

Befriending the Enemy: The Effects of Observing Brand-to-Brand Praise on Consumer Evaluations and Choices

Lingrui Zhou ORCID ↗Katherine M. DuKeisha M. Cutright
2022Volume 86 · Issue 4pp. 57-72
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