The Rivalry Effect: the Influence of Emotional Intensity and Confrontational Interactions on Purchase Intentions
The authors examine how and why brand rivalries influence consumer choices. We propose and test a novel conceptual framework demonstrating that emotional intensity and confrontational interactions are the main factors of a rivalry. Also, brand rivalries are found to foster brand interest, which in turn increases purchase intentions.
Citation:
Diego Alvarado-Karste and Blair Kidwell (2021) ,"The Rivalry Effect: the Influence of Emotional Intensity and Confrontational Interactions on Purchase Intentions", 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: 507-509.
Authors
Diego Alvarado-Karste, Utah Valley University
Blair Kidwell, University of North Texas
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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