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Brand rivalry and community conflict

Author

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  • Ewing, Michael T.
  • Wagstaff, Peter E.
  • Powell, Irene H.

Abstract

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, self-categorization and brand culture theory among Ford and Holden (GM) communities in Australia. Findings suggest that rivalry between brand communities overtly manifests itself in the form of humor, epithets and ridicule for the most part, but also tips over into malice and outright hostility on occasion. While the underlying rivalry and conflict are continuous (and deep-rooted), certain events and occasions serve to heighten latent tensions between communities. Another unique dimension to this particular brand rivalry is vicarious alignment with one or other community even from non-users of either brand.

Suggested Citation

  • Ewing, Michael T. & Wagstaff, Peter E. & Powell, Irene H., 2013. "Brand rivalry and community conflict," Journal of Business Research, Elsevier, vol. 66(1), pages 4-12.
    • Handle: RePEc:eee:jbrese:v:66:y:2013:i:1:p:4-12
    DOI: 10.1016/j.jbusres.2011.07.017
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    Cited by:

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    2. Havard, Cody T., 2014. "Glory Out of Reflected Failure: The examination of how rivalry affects sport fans," Sport Management Review, Elsevier, vol. 17(3), pages 243-253.
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    4. Japutra, Arnold & Ekinci, Yuksel & Simkin, Lyndon, 2022. "Discovering the dark side of brand attachment: Impulsive buying, obsessive-compulsive buying and trash talking," Journal of Business Research, Elsevier, vol. 145(C), pages 442-453.
    5. Baker, Bradley J. & McDonald, Heath & Funk, Daniel C., 2016. "The uniqueness of sport: Testing against marketing's empirical laws," Sport Management Review, Elsevier, vol. 19(4), pages 378-390.
    6. Dineva, Denitsa & Breitsohl, Jan & Garrod, Brian & Megicks, Philip, 2020. "Consumer Responses to Conflict-Management Strategies on Non-Profit Social Media Fan Pages," Journal of Interactive Marketing, Elsevier, vol. 52(C), pages 118-136.
    7. Peters, Cara & Bodkin, Charles D., 2018. "Community in context: Comparing brand communities and retail store communities," Journal of Retailing and Consumer Services, Elsevier, vol. 45(C), pages 1-11.
    8. Delia, Elizabeth B., 2015. "The exclusiveness of group identity in celebrations of team success," Sport Management Review, Elsevier, vol. 18(3), pages 396-406.
    9. Matthew A. Hawkins, 2017. "Brand network communities: Leveraging brand relationships within the supply-chain," Journal of Brand Management, Palgrave Macmillan, vol. 24(6), pages 516-521, November.
    10. Zahy B. Ramadan, 2019. "Brand–brand relational moments," Journal of Brand Management, Palgrave Macmillan, vol. 26(6), pages 705-716, November.
    11. Berendt, Johannes & Uhrich, Sebastian & Thompson, Scott A., 2018. "Marketing, get ready to rumble—How rivalry promotes distinctiveness for brands and consumers," Journal of Business Research, Elsevier, vol. 88(C), pages 161-172.
    12. Fazli-Salehi, Reza & Torres, Ivonne M. & Madadi, Rozbeh & Zúñiga, Miguel Ángel, 2021. "Multicultural advertising: The impact of consumers’ self-concept clarity and materialism on self-brand connection and communal-brand connection," Journal of Business Research, Elsevier, vol. 137(C), pages 46-57.

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