Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference

EMAC 2020 Annual Conference

More (beneficial) than intense competition: When and why perceived brand rivalry drives purchase intentions

Published: May 27, 2020


Johannes Berendt, German Sport University; Sebastian Uhrich, German Sport University Cologne; Gavin Kilduff, Stern School of Business, New York University


Rivalry; Competition; Consumer


Marketeers often confound rivalry with competition. Yet the way a brand is perceived in its competitive context can affect consumer psychology and behavior. Based on rivalry theory, we point out the merits of distinguishing between perceived brand rivalry (PBR) and perceptions of intense competition (PIC). An exploratory study (N = 30) indicates that PBR (vs. PIC) influences the extent to which consumers assign brands with certain attributions, including how innovative and aggressive they are. An experimental study (N = 246) then reveals that PBR (vs. PIC) has a positive effect on purchase intentions via increased perceived innovativeness for people with high product category knowledge (PCK). Importantly, while previous research has mostly focused on reactions of highly (dis-)identified consumers, we investigate a much larger group: neutral observers, who have taken note of the combative exchanges between the brands but have yet to pick a side.