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.



Citation:

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.

Authors

Diego Alvarado-Karste, University of North Texas
Blair Kidwell, University of North Texas



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

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

Read More

Featured

R1. How Consumers Deal With Brand Failure-An Individual Differences Approach

Melika Kordrostami, California State University-San Bernardino
Elika Kordrostami, Rowan University

Read More

Featured

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

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.