Other Unpublished Work | 2013

Framing the Game: How Positioning Brands in Competition Can Be Strategically Used to Increase Sales

by Neeru Paharia, Jill Avery and Anat Keinan

Abstract

We explore the effect of competitive framing, positioning brands in competition with one another, and find that different types of competitive framing motivate politicized consumption, which mediates differential brand outcomes. We demonstrate through lab and field studies that the competitive context in which a brand operates can affect consumers' evaluation of the brand, purchase interest and frequency, price sensitivity, real choice and actual purchase in the marketplace. We explore the roles of competitive balance, competitive salience, and competitive aggression, and our results highlight how brands, both big and small, local and global, and independent and corporate, can frame a competitive context that works to their advantage to increase purchase. Our findings provide a process understanding of how consumers assess and relate to brands not in isolation, but as part of a competitive system and provide tangible managerial prescriptions for how to position brands in the marketplace.

Keywords: marketing; Brands; brands and branding; brand management; brand positioning; competitive positioning; Brands and Branding; Product Positioning; Competition; Consumer Behavior; Government and Politics; Marketing; Marketing Communications; Marketing Strategy; Consumer Products Industry;

Citation:

Paharia, Neeru, Jill Avery, and Anat Keinan. "Framing the Game: How Positioning Brands in Competition Can Be Strategically Used to Increase Sales." 2013.