Research shows that brands can benefit from referencing their rivals directly, particularly when the rivalry is genuine and involves a shared history. This concept, known as the rivalry reference effect, indicates that consumers perceive such interactions differently than typical competition. In studies analyzing over 1.5 million social media posts, findings revealed that rival references increase consumer engagement and can affect purchase intent. Openly contested rivalries generate a unique appeal that enhances the impact of brand messaging.
"Consumers know that this is more than just regular competition. Researchers found that a brand message referencing a rival increases consumer engagement and can even impact purchase intent."
"Openly contested rivalries have a special appeal. Messages between rivals are processed differently than between ordinary competitors."
Collection
[
|
...
]