Brands can boost reputation and sales by praising competitors (VIDEO)

Duke University

Caption

Big brands are known for taking jabs at their competitors. Typically they don’t compliment their rivals. But new research from marketing professor Keisha Cutright published in the Journal of Marketing shows that a brand that compliments a competitor ends up boosting its own reputation and sales.

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Duke University's Fuqua School of Business

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Please credit Duke University's Fuqua School of Business

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