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
G1. Enchantment through Retro Product Consumption in a Digital World
Varala Maraj, City University of London, UK
Fleura Bardhi, City University of London, UK
Caroline Wiertz, City University of London, UK
R1. How Consumers Deal With Brand Failure-An Individual Differences Approach
Melika Kordrostami, California State University-San Bernardino
Elika Kordrostami, Rowan University
Does a Blurry Background Make a High Roller? The Effects of Blurry versus Sharp Backgrounds on Consumers’ Risk-Taking Behavior
Yoonho Jin, INSEAD, Singapore
Amitava Chattopadhyay, INSEAD, Singapore