Friend and Foe: The impact of complimentary competitor content (CCC) on consumer response towards the endorsing competitor

Inbal Stockheim, Dikla Perez and Yael Podkamien

Journal of Retailing and Consumer Services, 2024, vol. 79, issue C

Abstract: An often-overlooked resource that can help consumers make educated decisions is complimentary content created by competitors in a particular domain. Our research, based on four controlled experiments, illustrates that Complimentary Competitor Content (CCC), wherein a competitor endorses a rival, prompts favorable reactions towards the endorsing competitor and their offering. This response is influenced by enhanced perceptions of warmth and competence associated with the endorsing competitor. Our findings indicate that positive responses are evident only when the content is complimentary rather than adverse. This research underscores the significance of complimentary competition in shaping consumer responses towards the endorsing competitor's offering.

Keywords: Endorsing competitor; Complimentary competitor content; Competence and warmth perceptions (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0969698924001371
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:79:y:2024:i:c:s0969698924001371

DOI: 10.1016/j.jretconser.2024.103841

Access Statistics for this article

Journal of Retailing and Consumer Services is currently edited by Harry Timmermans

More articles in Journal of Retailing and Consumer Services from Elsevier
Bibliographic data for series maintained by Catherine Liu ().