@article{BerendtUhrichThompson2018,
  author    = {Berendt, Johannes and Uhrich, Sebastian and Thompson, Scott A.},
  title     = {Marketing, get ready to rumble — How rivalry promotes distinctiveness for brands and consumers},
  journal   = {Journal of Business Research},
  volume    = {88},
  issn      = {1873-7978},
  doi       = {10.25968/opus-2504},
  institution = {Fakult{\"a}t III - Medien, Information und Design},
  pages     = {161 -- 172},
  year      = {2018},
  abstract  = {Scholars typically advise brands to stay away from public conflict with competitors as research has focused on negative consequences - e.g., price wars, escalating hostilities, and derogation. This research distinguishes between rivalry between firms (inter-firm brand rivalry) and rivalry between consumers (inter-consumer brand rivalry). Four studies and six samples show both types of rivalry can have positive consequences for both firms and consumers. Inter-firm brand rivalry boosts perceived distinctiveness of competing brands independent of consumption, attitude, familiarity, and involvement. Inter-consumer brand rivalry increases consumer group distinctiveness, an effect mediated by brand identification and rival brand disidentification. We extend social identity theory by demonstrating that: 1) outside actors like firms can promote inter-consumer rivalry through inter-firm rivalry and 2) promoting such conflict can actually provide benefits to consumers as well as firms. The paper challenges the axiom "never knock the competition," deriving a counter-intuitive way to accomplish one of marketing's premier objectives.},
  subject      = {Marke},
  language  = {en}
}