The rivalry reference effect : referencing rival (vs. nonrival) competitors in public brand messages increases consumer engagement
Johannes Berendt, Sebastian Uhrich, Abhishek Borah, and Gavin J. Kilduff
| Year of publication: |
2024
|
|---|---|
| Authors: | Berendt, Johannes ; Uhrich, Sebastian ; Borah, Abhishek ; Kilduff, Gavin J. |
| Subject: | rivalry | storytelling | firm-generated content | competition | social media | consumer engagement | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Wettbewerb | Competition | Markenführung | Brand management | Markenartikel | Brand | Narrative Methode | Narrative method | Online-Marketing | Internet marketing |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1177/00222437241248414 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015168602