Publications – Dreihaus College of Business
Us Versus Them: Oppositional Brand Loyalty and the Cola Wars
Document Type
Article
Publication Date
January 2001
Source Publication
NA - Advances in Consumer Research
Recommended Citation
Muniz, Jr., Albert and Hamer, Lawrence. (2001) Us Versus Them: Oppositional Brand Loyalty and the Cola Wars. NA - Advances in Consumer Research. 355-361.
https://via.library.depaul.edu/buspubs/70
