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

K11. Effects of Emotional vs. Rational Thinking on Consumer Responses to Verbal Precision

Ann Kronrod, University of Massachusetts, USA
Guang-Xin Xie, University of Massachusetts Boston
Shai Danziger, Tel Aviv University, Israel

Read More

Featured

F10. Food Waste: On the Normalization of Structural Violence

Andreas Plank, Privatuniversität Schloss Seeburg

Read More

Featured

E9. “Power Distance, Social Aspiration, and Fair Trade Products” – the Interaction Effect of Power Distance Belief and Status Motivation on Fair Trade Product Consumption

Sunghee Jun, Seoul National University
Libby Youngjin Chun, Seoul National University
Kiwan Park, Seoul National University, 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.