Befriending the Enemy: The Effects of Observing Brand-to-Brand Praise on Consumer Evaluations and Choices - Deepstash
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Complimenting Competitors

Complimenting Competitors

Brands don't normally compliment their competitors because they don't want to give their competitor free publicity, but what happened with Xbox and PlayStation generated a different result when they congratulated each other on Twitter.

Apparently, compliments generate over ten times more likes and retweets for the brands than their usual content.


289 reads

Brands Communicating Positively Towards Each Other

Brands Communicating Positively Towards Each Other

A new study explored by the Journal of Marketing on brands communicating positively towards their competitor.

The study showed that when a brand compliments a competitor, they end up boosting their own reputation AND sales


141 reads

Why Brand-to-Brand Praise Leads to Positive Consequences

Why Brand-to-Brand Praise Leads to Positive Consequences

The study showed that brand-to-brand praise makes the viewers view the brand as "warmer" -- meaning that they're being perceived as more friendly and trustworthy, after complimenting a competitor.

It is this warmth that drives favorable outcomes for the praises—outcomes that include greater brand engagement and higher sales.

However, this is only effective when done in an authentic manner. Praise that appears disingenuous will not be accepted as a meaningful indicator of warmth.


82 reads



Multimedia specialist


Managers may wish to capitalize on this opportunity by utilizing brand-to-brand praise as a way to foster a warmer brand image and produce more positive downstream consequences.


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