Working Paper

Dancing with the Enemy: Broadened Understanding of Engagement in Rival Brand Dyads

Behice Ilhan, Koen Pauwels, and Raoul Kübler

Feb 22, 2016


In the digital brandscape, brand fans are engaging and interacting with rival brands –  and their fans. This study points to opportunities for marketers to respond, influence rivals, and strengthen their own brand image. 


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