Don´T Knock the Competition – Knock the Rival: Why Brand Rivalry Creates Message Virality
Despite evidence that rivalry is conceptually distinct from (intense) competition, marketers confound both concepts. Connecting rivalry theory and storytelling literature, we show that targeting rival (vs. non-rival) competitors in brand communications increases message virality, an effect driven by the perception that the message is a part of a bigger narrative.
Johannes Berendt, Sebastian Uhrich, Abhishek Borah, and Gavin Kilduff (2021) ,"Don´T Knock the Competition – Knock the Rival: Why Brand Rivalry Creates Message Virality", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 386-387.
Johannes Berendt, German Sport University Cologne
Sebastian Uhrich, German Sport University Cologne
Abhishek Borah, INSEAD
Gavin Kilduff, NYU Stern School of Business
NA - Advances in Consumer Research Volume 49 | 2021
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Grant M Packard, Wilfrid Laurier University, Canada
Jonah Berger, University of Pennsylvania, USA
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Jacob Suher, Portland State University
Szu-chi Huang, Stanford University, USA
Leonard Lee, National University of Singapore, Singapore
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Yu Ding, Columbia University, USA
Mira Mayrhofer, University of Vienna
Gita Venkataramani Johar, Columbia University, USA