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1-10 of 53 results for rival brands

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Select article: Sponsorship of the 2016 Rio Olympic Games: An Empirical Examination of the Reactions to Local Sponsors and Rival Brands

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Research article

First published 2018-9

Sponsorship of the 2016 Rio Olympic Games: An Empirical Examination of the Reactions to Local Sponsors and Rival Brands

Rui Biscaia, Claudio Rocha

Sport Marketing Quarterly

Select article: Athlete-Centric Employer Branding during Rival Leagues’ Market Entry

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Research article

First published 2021-12

Athlete-Centric Employer Branding during Rival Leagues’ Market Entry

Christopher Michael McLeod

Sport Marketing Quarterly

Select article: How Do Brands Change Their Advertising Spending in Response to a Rival's Product Recall?

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Research article

First published 2025-6

How Do Brands Change Their Advertising Spending in Response to a Rival's Product Recall?

Sihan Fang, Vivek Astvansh, Siliang (Jack) Tong [...]

Production and Operations Management

Select article: Halo (Spillover) Effects in Social Media: Do Product Recalls of One Brand Hurt or Help Rival Brands?

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Research article

First published 2016-4

Halo (Spillover) Effects in Social Media: Do Product Recalls of One Brand Hurt or Help Rival Brands?

Abhishek Borah, Gerard J. Tellis

Journal of Marketing Research

Select article: Corporate Sponsorship in College Football: An fMRI Study Measuring the Effectiveness of Corporate Branding across Rival Teams

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Research article

First published 2019-12

Corporate Sponsorship in College Football: An fMRI Study Measuring the Effectiveness of Corporate Branding across Rival Teams

Davis S. Martin, Kyle M. Townsend, Yun Wang [...]

Sport Marketing Quarterly

Select article: The Rivalry Reference Effect: Referencing Rival (vs. Nonrival) Competitors in Public Brand Messages Increases Consumer Engagement

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Research article

First published 2024-12

The Rivalry Reference Effect: Referencing Rival (vs. Nonrival) Competitors in Public Brand Messages Increases Consumer Engagement

Johannes Berendt, Sebastian Uhrich, Abhishek Borah [...]

Journal of Marketing Research

Select article: Battle of the Brand Fans: Impact of Brand Attack and Defense on Social Media ☆

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Research article

First published 2018-8

Battle of the Brand Fans: Impact of Brand Attack and Defense on Social Media ☆

Behice Ece Ilhan, Raoul V. Kübler, Koen H. Pauwels

Journal of Interactive Marketing

Select article: Competition and Competitors: Evidence from the Retail Fuel Market

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Research article

First published 2023-11

Competition and Competitors: Evidence from the Retail Fuel Market

Xulia González, María J. Moral

The Energy Journal

Select article: Marketing is Scrambled: All Evidence-Based Theorists Are Invited to Breakfast

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Research article

First published 2018-11

Marketing is Scrambled: All Evidence-Based Theorists Are Invited to Breakfast

Rachel Kennedy, Nicole Hartnett

Australasian Marketing Journal

Select article: Consumption-Based Cross-Brand Learning: Are Private Labels Really Private?

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Research article

First published 2012-4

Consumption-Based Cross-Brand Learning: Are Private Labels Really Private?

Maciej Szymanowski, Els Gijsbrechts

Journal of Marketing Research

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