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Marketing, get ready to rumble — How rivalry promotes distinctiveness for brands and consumers

  • 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.

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Author:Johannes BerendtORCiD, Sebastian UhrichORCiD, Scott A. Thompson
DOI original:https://doi.org/10.1016/j.jbusres.2018.03.015
Parent Title (English):Journal of Business Research
Document Type:Article
Year of Completion:2018
Publishing Institution:Hochschule Hannover
Release Date:2023/03/27
Tag:brand distinctiveness; brand rivalry; conflict; consumer distinctiveness
GND Keyword:Marke; Rivalität; Konflikt; Verbraucher; Unterscheidungskraft
First Page:161
Last Page:172
Link to catalogue:1848511744
Institutes:Fakultät III - Medien, Information und Design
DDC classes:650 Management
Licence (German):License LogoCreative Commons - CC BY-NC-ND - Namensnennung - Nicht kommerziell - Keine Bearbeitungen 4.0 International