Positioning brands against large competitors to increase sales
Paharia, Avery and Keinan, Journal of Marketing Research 51(6), 2014. In lab and field studies, highlighting a large competitor's size and proximity helped small brands gain support, purchase intentions and actual purchases; attributed by the authors to consumers' desire to express views and influence the marketplace through purchases. Reading depth: abstract.
Paharia, Avery and Keinan, Journal of Marketing Research 51(6), 2014. In lab and field studies, highlighting a large competitor's size and proximity helped small brands gain support, purchase intentions and actual purchases; attributed by the authors to consumers' desire to express views and influence the marketplace through purchases. Reading depth: abstract.
Written from the abstract, 2026-11-05.
What our sources record
Recorded when this source was checked, figures included, with page references and quotation marks removed.
Paharia, N., Avery, J., & Keinan, A. (2014). Positioning brands against large competitors to increase sales. Journal of Marketing Research, 51(6), 647-656. doi:10.1509/jmr.13.0438 https://doi.org/10.1509/jmr.13.0438