Titlebook: Intense Group Behavior and Brand Negativity; Comparing Rivalry in Cody T. Havard Book 2023 The Editor(s) (if applicable) and The Author(s),

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Shared Perspectives: Can Common Interests Help Decrease Out-Group Derogation?,ided regarding its proposed contents. Finally, researchers, practitioners, and interested readers are given a call to action to continue the journey and help in researching and learning more about rivalry, group member behavior, and group member negativity.

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Rivalry and Group Behavior in Sport and Religious Brands,onal analysis showed that being a fan of both a sport team and religious group and sport team did not influence differences in perceptions among sport fans, but did among fans/members of religious groups. Implications and future areas of research are addressed at the conclusion of the chapter.

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Cody T. HavardAnalyzes four settings with strong brand identity and loyalty in which rival brands develop strong negative perceptions.Updates rivalry and group member research through interdisciplinary means.Examin

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