Brand rivalry and community conflict

Volume: 66, Issue: 1, Pages: 4 - 12
Published: Jan 1, 2013
Abstract
null null Conflict and rivalry are among the main reasons why human beings form groups and they determine what goes on within and between groups. However, why is threatening competition such a strong driver of brand community? How, where and why does rivalry or oppositional loyalty manifest itself within and between brand communities? A netnographic study addresses these research questions by drawing on social identity, social comparison,...
Paper Details
Title
Brand rivalry and community conflict
Published Date
Jan 1, 2013
Volume
66
Issue
1
Pages
4 - 12
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