Marketing, Get Ready to Rumble: Why Consumers Appreciate Brand Rivalries

Johannes Berendt, German Sports University, Germany
Sebastian Uhrich, German Sports University, Germany
Most brands avoid public conflict with competitors—a missed opportunity, considering our findings that an intense brand rivalry enhances consumers’ self-concept by increasing their perceived distinctiveness, cohesion, and public collective self-esteem. We derive three parallel mediators that explain these effects: brand identification, rival brand disidentification, and perceived reciprocity of rivalry.
[ to cite ]:
Johannes Berendt and Sebastian Uhrich (2016) ,"Marketing, Get Ready to Rumble: Why Consumers Appreciate Brand Rivalries", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 390-391.