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

Purpose This 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/approach The 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. Findings Rivalries 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/value Prior 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.