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The Rivalry Reference Effect: Referencing Rival (vs. Nonrival) Competitors in Public Brand Messages Increases Consumer Engagement.

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Title: The Rivalry Reference Effect: Referencing Rival (vs. Nonrival) Competitors in Public Brand Messages Increases Consumer Engagement.
Authors: Berendt, Johannes (AUTHOR) johannes.berendt@hs-hannover.de, Uhrich, Sebastian (AUTHOR), Borah, Abhishek (AUTHOR), Kilduff, Gavin J. (AUTHOR)
Source: Journal of Marketing Research (JMR). Dec2024, Vol. 61 Issue 6, p1058-1078. 21p.
Database: Business Source Ultimate
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ISSN:00222437
DOI:10.1177/00222437241248414