Increasing Brand Equity Through Competition

Benjamin Boeuf, HEC Montreal, Canada
This paper focuses on a simple yet unstudied technique of leveraging a sponsorship: the mention of competition. This is the first attempt to measure the combined effects of sponsorship and the mention of competition on attitude. How sponsorship may positively link two competitive brands in increasing equity transfer is considered.
[ to cite ]:
Benjamin Boeuf (2014) ,"Increasing Brand Equity Through Competition", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 773-773.