TY  - JOUR
U1  - Wissenschaftlicher Artikel
A1  - Berendt, Johannes
A1  - Uhrich, Sebastian
A1  - Thompson, Scott A.
T1  - Marketing, get ready to rumble — How rivalry promotes distinctiveness for brands and consumers
JF  - Journal of Business Research
N2  - 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.
KW  - Marke
KW  - Rivalität
KW  - Konflikt
KW  - Verbraucher
KW  - Unterscheidungskraft
KW  - brand rivalry
KW  - conflict
KW  - consumer distinctiveness
KW  - brand distinctiveness
Y1  - 2018
UN  - https://nbn-resolving.org/urn:nbn:de:bsz:960-opus4-25047
SN  - 1873-7978
SS  - 1873-7978
U6  - https://doi.org/10.25968/opus-2504
DO  - https://doi.org/10.25968/opus-2504
VL  - 88
SP  - 161
EP  - 172
PB  - Elsevier
ER  -