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