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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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