Brand rivalry and community conflict

Consumer engagement in an online brand community

“…As a result, members of an OBC see themselves as part of the group (Dholakia et al 2004). They feel part of such an OBC, different to others outside of it (Ewing et al 2013), and with their own behavioral norms (Dholakia et al 2004). …”

Your Smartphone, my Smartphone - How Smartphone Ownership determines Social Group Affiliation

“…In contrast to former research, rivalry can be understood as a subjective construct and a special relationship between two competitors with a higher meaning to the respective competitors [15]. Though, rivalry is sometimes based on rational attributes it more often reflects pure subjective bias towards another brand [12].…”

“…Rivalries are omnipresent in public life, like social, economic, religious, geographic, business or sporting rivalries [12]. Nonetheless, researchers have not been treating rivalry as a specific phenomenon in the context of competition.…”

“…On the other hand, rivalries foster bias, stereotyping and strange behaviors, that can, in the extreme, result in violent action or hostility [12]. Especially in sports, the relationship of violence and rivalry is not stated clearly in the literature.…”

O efeito do schadenfreude e da pena no boca a boca: o papel moderador da conexão pessoal com a marca

“…WAGSTAFF; POWELL, 2013). Já no caso da pena, a literatura não relaciona este sentimento a situações de falha do produto, neste sentido a inclusão desta relação neste trabalho pode significar uma contribuição científica.…”