R6. the Anatomy of a Rival: the Influence of Inequity and Resentment on Rival Brands
The authors examine whether brand rivalries can be formed and why they influence consumer’s perceptions of brands and subsequent intentions to purchase. We propose a new model that incorporates the emotional side of rivalries, beyond current research, to demonstrate that inequity and resentment are the drivers of these unique relationships.
Diego Alvarado-Karste and Blair Kidwell (2018) ,"R6. the Anatomy of a Rival: the Influence of Inequity and Resentment on Rival Brands", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 898-898.
Diego Alvarado-Karste, University of North Texas
Blair Kidwell, University of North Texas
NA - Advances in Consumer Research Volume 46 | 2018
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