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.