Rival Brands Research Articles

REVIEW SPAM DETECTION USING MACHINE LEARNING

Reviews, ratings, and experience stories left by customers on e-commerce websites and other online services are helpful to both buyers and sellers. The reviewer can foster more brand loyalty and aid in the understanding of other consumers' product experiences. Similar to how reviews help customers earn more profiles, reviews help businesses sell more things by enhancing customer satisfaction. However, suppliers may, unfortunately, abuse these review processes. For instance, one might fabricate positive evaluations to boost the reputation of a brand or attempt to denigrate rival brands' goods by posting fictitious reviews about them. Utilizing various machine learning techniques and tools are examples of existing solutions with supervision. Unlike previous work, I decided to use a wide range of vocabulary to work with, such as many datasets integrated into one enormous data set, rather than a confined dataset. Based on the reviews' text and emoji usage, sentiment analysis has been implemented. Review fraud is recognised and classed. The use of the Linear SVC, Support Vector Machine, and Random Forest algorithms yields the test results.

The Causal Effects of Twitter Banter Among Rival Brands: The Case of a New Product Launch in the Fast-Food Industry

The Causal Effects of Twitter Banter Among Rival Brands: The Case of a New Product Launch in the Fast-Food Industry

The Effects of Brand Community Identification on Consumer Behavior in Online Brand Communities

Today, companies must create brand community identification on social media in order to transition from traditional marketing to online marketing. This transition can increase advertising in online platforms, the customers’ trust in the brand and, ultimately, their refusal to buy and use rival brands in competitive online environments. This study investigates the effects of brand community identification on consumer behavior of online brand communities which consists of social media community users. The sample size includes 245 observations (Facebook, Instagram, and other social networks users) in Iran. After an in-depth review of the relevant literature, a conceptual model was developed and the proposed hypotheses were tested using Structural Equation Modeling technique. Results indicate that brand community identification in online brand communities has important and different effects on customer behavior, so companies could use it to support their online marketing strategies. Ultimately, companies would be able to create a unique sense in customers who avoid buying and using competitor brands.

Let’s settle this on the (online) gridiron: Examining perceptions of rival brands and platforms in gaming and sport

This study investigates the differences in perceptions of rival brands and outgroup members between fans of sport teams and electronic gaming/e-sports. Using the theoretical underpinnings of social identity theory, rivalry, in-group bias and the common in-group model, the authors compare the influence of setting and belonging to multiple in-groups on fandom and rival perceptions in sport and gaming. The study finds that compared with gaming fans and participants, fans of sport teams tend to report stronger negative perceptions of their rival teams and supporters. The study also finds that being a fan of both a sport team and gaming tends to influence more positive perceptions of rival brands and out-group members than being a fan of sport or gaming only. Finally, gamers that use an online platform report more negative perceptions of console platforms than vice versa, and ethnicity presents interesting influence on gaming participants. Implications for marketing professionals along with avenues for future investigation are also discussed.

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

PurposeThis 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/approachThe 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 design with three levels (resentment vs contempt vs control) to examine the underlying mechanism of resentment on the formation of a rivalry. Study 3 analyzes the effect of brand rivalries on consumers’ brand attitudes. Study 4 uses a 2 (Temporal-focus: past vs future) × 2 (competitive relationship: resentment vs control) between-subjects experimental design, to test the moderating effects of temporal-focus on consumer brand rivalry perceptions. This experiment replicates the effects of brand rivalries on consumer brand attitudes.FindingsRivalries have an essential emotional component – resentment – that is fueled by injustice and leads consumers to form more favorable attitudes toward the brand that consumers perceive is treated unfairly (target brand) and more unfavorable attitudes toward the brand that is perceived to treat the other brand unfairly (the rival brand). A future-focused mindset attenuates consumer perceptions of brand rivalries, whereas a past-focused mindset enhances these effects.Originality/valuePrior research has failed to identify the emotional components of rivalries and their effects on consumer choices. To the best of the authors’ knowledge, this is the first study that reveals how attitudes change when consumers are exposed to a brand rivalry.

Do You Like What You (Can't) See? The Differential Effects of Hardware and Software Upgrades on High-Tech Product Evaluations

“Over-the-air” software upgrades are a recent trend in the automotive industry to distribute firmware directly to customers via the Internet. These upgrades can endow the vehicle with completely new functions that enhance safety, convenience, and performance. The US manufacturer Tesla was the first to integrate such upgrades on a regular basis to let customers participate in continuous innovation, giving Tesla a competitive edge over rival brands. Since then, several premium manufacturers have followed suit. This research examines how consumers perceive and respond to software upgradeability in durable high-tech products vis-à-vis integral product alternatives and hardware upgradeability. Results of four studies with more than 3,000 participants suggest that consumers evaluate software upgrades less positive than hardware upgrades because they perceive software as less capable to enhance product quality. However, bundling software upgrades to larger packages and stressing the low effort required to integrate new functions are viable ways to remedy this perception. Importantly, the findings suggest that offering products fully equipped with all premium functions to be unlocked via software upgrades—as done by several premium brands—is a risky strategy. Consumers react negatively to the artificial restriction of functionalities, irrespective of whether these are offered as temporary leases or permanent purchases. The findings provide initial evidence for the game-changing potential of software upgradeability and offer managers concrete guidance for designing and marketing upgradeable hardware-software platforms.

DIGITAL MARKETING AS A STRATEGY UNDER AMBUSH MARKETING DURING SPORT EVENTS

In this Research paper, we are going to discuss the impact of digital marketing done by the non-sponsors/ non-partners of sports event on the digital viewer of the event (I.e., The rest of the people who are watching the event live on the digital platforms like OTT, TV, etc.), then the impact made by the official sponsors/partners to the event on those who are watching the event live at the venue. And we will discuss some cases that are the base and the beginning of this digital strategy in ambush marketing. The meaning of ambush marketing is where a non-sponsor to a sporting event uses the event to gain their brand popularity in the public, the true meaning ambush marketing is “Ambush marketing is a kind of marketing where one brand pays the sponsorship fee to their marketing at any event and then a rival brand which is a non-sponsor to the event, who doesn’t pay the sponsorship fee and tries to associate itself to the event”. Digital marketing is a kind of strategy that has got its popularity in the present digital age where, the brands use the loop hole by marketing the brand products indirectly associated with the event on the digital platforms like Hot star, Time square digital billboards, etc. Now the digital marketing is not widely talked about in the public view because this strategy is gaining popularity with the constant growth of technology in the digital era and this strategy can be used in different forms as mentioned above the different platforms for digital marketing.

Spillover effects of competitive rivalry on brand extensions

Spillover effects seem to be pervasive in consumers’ decision-making. Yet, research examining spillover effects of competing brands’ associations is scarce, particularly in the context of brand extensions. In this research, we examine the extent to which associations of rival brands are transferred from the parent category to an extension category and how it influences extension evaluations. In two studies, we demonstrate a spillover effect of rivalry associations such that the success (failure) of a prior extension by a rival brand leads to a more (less) favourable brand extension evaluation, this effect being present in a high (vs. low) fit category. In addition, we show that this effect is moderated by relative brand strength of the rival brand. A stronger spillover effect is observed when the extension of a market leader brand is introduced following a prior successful extension by a challenger brand.

Oppositional loyalty as a brand identity-driven outcome: a conceptual framework and empirical evidence

PurposeOppositional loyalty toward rival brands is prevalent. Although its antecedents have increasingly received scholarly attention, the literature is rather disparate. Based on identity theory, this study aims to propose that oppositional loyalty is a brand identity-driven outcome and provides a unified framework for understanding the formation and activation of brand identity in influencing oppositional loyalty.Design/methodology/approachStructural equation modeling was used to test the theoretical framework based on an online survey of 329 brand community members. Multigroup analysis was used to test the moderating effect of inter-consumer brand rivalry and brand community engagement.FindingsThe results show that self-brand similarity, brand prestige and brand uniqueness lead to consumers’ brand identity (i.e. consumer-brand identification), which, in turn, facilitates oppositional loyalty. Furthermore, the results indicate that inter-consumer brand rivalry and brand community engagement are identity-salient situations that strengthen the relationship between consumer-brand identification and oppositional loyalty.Practical implicationsIdentity has great power in shaping consumer behaviors. Fostering consumer-brand identification is critical for firms to prevent consumers from switching to competing brands. Inter-consumer brand rivalry and brand community engagement can help firms consolidate their customer base by evoking consumers’ brand identity.Originality/valueThis investigation makes theoretical contributions by providing a unified theoretical framework to model the development of oppositional loyalty based on identity theory.

브랜드 스캔들의 부정적 확산 효과 영향요인에 관한 연구

This study examined causality using structural equation model for the psychological characteristics of crisis severity, ability and honesty factors on the effect of brand scandal spreading negatively.BR The structural equation was used to examine the direct effect of severity on the attitudes of the company and its competitors, and the effect of mediating ability and honesty using survey data(N=309).BR Studies have shown that the seriousness awareness of brand scandals has a directly significant negative impact not only on the attitude of the brand but also on the attitude of the rival brand,BR The discriminatory implications of the results of this study is that existing studies on the spread of brand scandals have identified that the severity factor of the scandal affects the attitudes of the company and its competitors only through parameters, while this study has found that the severity factor of the scandal can directly affect the attitudes of the company and its competitors without parameters.

Emerging trend set by a start‐ups on Indian online education system: A case of Byju's

The study is aimed at exploring the growth of Byju's Market in K12, which has brought new and emerging trends in the field of education, especially e‐learning has been made easy through visualized, animated video, and audio classes for grades 4th to 12th especially for mathematics and science subjects. It also extends its courses for CAT, JEE, NEET, and IAS. The objective of the study is to describe the growth of this startup to unicorn and becoming one of the most valued startup in India standing in the 4th spot. The founder of Byju's wish to make the Indian education like what the Mouse House did for entertainment. The study focused with comparison of fellow rival brands along with their SWOT analysis, purely based on secondary and behavioral data which was collected from available websites, rating agencies, articles, and case study of Harvard Business School, which were published in newspapers by different personalities. There is high scope for the project in future for researchers in this industry.

Research on the Influence of Value Co-creation Practices on Oppositional Brand Loyalty

Oppositional brand loyalty means that customers express loyalty to their preferred brand by opposing those rival brands and their consumers. Research on oppositional brand loyalty helps to foster loyal customers and has a great impact on brand equity. The research of oppositional brand loyalty is in its infancy and requires deeper investigation. Based on self-categorization theory, this paper analyzes the effect of value co-creation practices on oppositional brand loyalty and the mechanism of brand community identification and implicit self-esteem in the context of brand community. It is expected that this paper will not only inspire similar research, but also provide reference for enterprises to strengthen the building of brand relationship through brand community. Keywords: Value co-creation practices, Oppositional brand loyalty, Brand community identification, Implicit self-esteem DOI : 10.7176/EJBM/11-27-07 Publication date :September 30 th 2019

Does messaging matter? Investigating the influence of media headlines on perceptions and attitudes of the in-group and out-group

ABSTRACT Messaging and media stories can influence several aspects of consumer perceptions and behaviors. We experimentally investigated how exposure to various mediated messages and headlines influenced perceptions of favorite and rival brands. Using the sport setting, fans were exposed to either a positive, neutral, or negative story regarding an upcoming contest between their favorite team and rival team. Results showed that people exposed to a story about a fight between rival supporters (i.e., negative story) reported stronger negative perceptions toward the rival team and also negative attitudes toward the favorite team than people exposed to a story about a joint-blood drive (i.e., positive story). Discussion focuses on what sport and non-sport practitioners can learn from the findings and how they can work to decrease the effects of negative publicity.

Rival-benefiting effect of advertising: experimental extension and empirical investigation

The present study provides an experimental extension for and empirical investigation of the rival-benefiting effect of advertising, which refers to the positive effect of a brand advertisement on the attitude towards or even actual sales of a rival brand. First, the authors experimentally present that the rival-benefiting effect of advertising is more likely when the rival brand is a major one. Second, for external validity, they present a methodological framework for the estimation of the rival-benefiting effect and empirically investigate the effect by applying the presented framework to real market data. Consistent with the experimental finding, the empirical investigation found that the rival-benefiting effect was stronger when the rival brand of the advertiser was a major brand. Finally, the study concludes with a summary on the limitations of the approach, along with future research opportunities.

From rumor to release

PurposeThis paper aims to investigate the impact of product release on word of mouth (WOM) behavior within and across rival online brand communities for technology products and evaluate competing predictions made by social identity theory and the group problem solving perspective of rumors.Design/methodology/approachIn Study 1, 72,749 messages posted by 5,777 users over a 13-month period on two rival online brand forums were content analyzed using linguistic inquiry and word count, a linguistic content analysis program. In Study 2, two experiments were conducted to verify the theoretical explanation offered.FindingsMarked differences were found as WOM transitioned from pre-release rumor to post-release facts. Prior to release, brand loyalists show an increased willingness to spread positive WOM about rival brands’ products. However, this willingness dissipated upon product release. This is in noted contrast to predictions made for experience goods.Research limitations/implicationsThis study examines the uncertainty generated by a rival brand’s upcoming new product within a brand community. While centered on a technologically oriented consumer group, this study addresses a longstanding theoretical conundrum and provides interesting areas for future research.Practical implicationsSurprisingly, it is the most active and ostensibly loyal brand supporters who spread pre-release rumors about rival brands. Managers should not assume that “loyalists” will not seriously discuss the potential offerings of rival brands. Product rumors thus present rival marketers with a unique “move it or lose it” opportunity to spread positive buzz among rival brand loyalists. However, this window of opportunity closes rapidly upon product release.Originality/valueThis is the first paper to examine the nature of new product rumors at this scale, including both pre- and post-release WOM.

Marketing is scrambled: All evidence-based theorists are invited to breakfast

Shaw and Nowicki (2018) mistakenly suggests that the growing adoption of empirical science by marketing academics and practitioners is a return to an earlier time of treating all customers the same. Fundamental patterns discovered in buying and brand performance data accurately describe differences between buyers (e.g. in category buying rates and in personal brand loyalties), as well as predictable differences in loyalty metrics between rival brands. Theory has been proposed that fits these empirical generalisations; that rival brands largely differ and compete in terms of their mental and physical availability to category buyers (Sharp 2010). An implication is that marketers need to understand the differences between buyers in their category so that they can extend their brand's reach. This contrasts the practice of offering a single marketing mix to the whole market, and it is opposite to the practice of targeting a brand to a single homogeneous segment of the market and again offering a single marketing mix to that segment.

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

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

HOW WRONG CHOICES ELICIT JOYFUL REACTIONS TO RIVAL BRANDS’ FAILURES: THE ROLE OF SELF-THREAT

Anecdotal evidence suggests that incidents like the recall of the exploding Samsung Galaxy 7 phones drive owners of other (competing) brands to experience and express feelings of joy when a rival brand fails (e.g., “the hottest phone in the streets!”). Although consumers sometimes experience brand-related schadenfreude—that is, joy out of other brand’s failure—, psychological processes driving schadenfreude are not clearly understood (Hickman & Ward, 2007; Van Dijk, Van Koningsbruggen, Ouwerkerk, & Wesseling, 2011). We propose that schadenfreude may be elicited by consumers’ tendencies to stand by their choices (Ye & Gawronski, 2016). We demonstrate that consumers show higher levels of schadenfreude if their choice is disconfirmed; for example, by a comparative product review that evaluates their chosen brand to be inferior to a rival non-chosen brand. Furthermore, this effect is moderated by the popularity of the chosen brand and mediated by feelings of self-threat. Moreover, we show that this effect is stronger for narcissists. We also find evidence that schadenfreude is a means for consumers to reaffirm their sense of self after they experience a self-threat induced by the disconfirmation of their choice.

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

Fans of a brand attack fans of rival brands on social media. Given the nature of such rival brand fan attacks, managers are unsure about how much control they should exercise on brand-negative comments on their owned social media touchpoints, and what brand actions drive these Attack, Defense and Across (ADA) posts. Multimethod analysis identifies ADA's impact across industries of technology, fast food, toothpaste, beverages, and sports apparel. Sentiment analysis identifies that fans posting in both communities stimulate both brand-negative and brand-positive comments. Despite their relatively low prevalence (1–6% of all posts), ADA posts induce broader social-media brand engagement as they substantially increase and prolong the effects of managerial control variables such as communication campaigns and new-product introductions. Brand managers, thus, have specific levers to stimulate the positive consequences of rival brand fan posting on their owned media.

Marketing, get ready to rumble—How rivalry promotes distinctiveness for brands and consumers

Scholars typically advise brands to stay away from public conflict with competitors as research has focused on negative consequences—e.g., price wars, escalating hostilities, and derogation. This research distinguishes between rivalry between firms (inter-firm brand rivalry) and rivalry between consumers (inter-consumer brand rivalry). Four studies and six samples show both types of rivalry can have positive consequences for both firms and consumers. Inter-firm brand rivalry boosts perceived distinctiveness of competing brands independent of consumption, attitude, familiarity, and involvement. Inter-consumer brand rivalry increases consumer group distinctiveness, an effect mediated by brand identification and rival brand disidentification. We extend social identity theory by demonstrating that: 1) outside actors like firms can promote inter-consumer rivalry through inter-firm rivalry and 2) promoting such conflict can actually provide benefits to consumers as well as firms. The paper challenges the axiom “never knock the competition,” deriving a counter-intuitive way to accomplish one of marketing's premier objectives.