Brand Rivalry and Consumers’ Schadenfreude: The Case of Apple
Abstract
Using a sample of users of Apple/Mac products, this study found that brand identification with Apple was positively related to schadenfreude (pleasure at misfortunes) toward rival Microsoft; however, the target of schadenfreude in this context is towards the rival brand/company in general rather than towards individuals (i.e., Bill Gates) or entities (facilities). This study is one of few that examine negative consequences of brand...
Paper Details
Title
Brand Rivalry and Consumers’ Schadenfreude: The Case of Apple
Published Date
Apr 14, 2014
Journal
Volume
35
Issue
2
Pages
173 - 186
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