The Balance Theory Domino: How Sponsorships May Elicit Negative Consumer Attitudes

By Vassilis Dalakas, Aron M. Levin. 2005

145 citations recorded by the source corpus.

View Paper: https://www.semanticscholar.org/paper/e8b1887761cf5d3bdfbd15db7467350bd3b4403f

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1. Yuri Seo
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Citations in the corpus

• Staging luxury experiences for understanding sustainable fashion consumption: A balance theory application (2017, background): “Indeed, statements such as “my friends' enemies are my enemies” and “my enemies' enemies are my friends” illustrate balance theory's key premise (Dalakas and Levin, 2005, p. 91).”