The anatomy of a rivalry: the role of resentment in the development of brand attitudes

Volume: 31, Issue: 4, Pages: 637 - 653
Published: Aug 23, 2021
Abstract
Purpose This study aims to demonstrate that feelings of resentment, fueled by perceptions of injustice, underlie the formation of rivalries. Further, this study analyzes how consumers evaluate the two brands that participate in a rivalry relationship. Design/methodology/approach The research uses four experiments. Study 1 uses two conditions to test whether injustice predicts inter-personal rivalries through resentment. Study 2 uses a one-factor...
Paper Details
Title
The anatomy of a rivalry: the role of resentment in the development of brand attitudes
Published Date
Aug 23, 2021
Volume
31
Issue
4
Pages
637 - 653
Citation AnalysisPro
  • Scinapse’s Top 10 Citation Journals & Affiliations graph reveals the quality and authenticity of citations received by a paper.
  • Discover whether citations have been inflated due to self-citations, or if citations include institutional bias.