Brand Rivalry and Consumers’ Schadenfreude: The Case of Apple

Abstract

AbstractUsing a sample of users of Apple/Mac products, this study found that brand identification with Apple was positively related to schadenfreude (pleasure at misfortunes) toward rival Microsoft; however, the target of schadenfreude in this context is towards the rival brand/company in general rather than towards individuals (i.e., Bill Gates) or entities (facilities). This study is one of few that examine negative consequences of brand identification for brands and consumers and the first that looks at various targets of schadenfreude in a brand context.KEYWORDS: brand identificationbrand communitybrand rivalry, schadenfreude