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

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.


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, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 390-391.


Johannes Berendt, German Sports University, Germany
Sebastian Uhrich, German Sports University, Germany


NA - Advances in Consumer Research Volume 44 | 2016

Share Proceeding

Featured papers

See More


Trust in Doubt: Co-Chair's Invited Panel

Adam Berinsky, Massachusetts Institute of Technology, USA
John Gray,
Andre Spicer, City University of London, UK

Read More


Powerful Buy Time: Why Social Power Leads to Prioritizing Time over Money

Myungjin Chung, University of Texas at Arlington
Ritesh Saini, University of Texas at Arlington

Read More


When News Gets Personal: The Evolution of Content in the Successive Retelling of Events

Shiri Melumad, University of Pennsylvania, USA
Yoon Duk Kim, University of Pennsylvania, USA
Robert Meyer, University of Pennsylvania, USA
Ani Nenkova, University of Pennsylvania, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.