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Keywords: Competitive benchmarking
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2026) 60 (2): 369–407.
Published: 01 January 2026
...Lifeng Yang; Melissa D. Cinelli; Duane T. Wegener Purpose This paper aims to examine consumers’ reactions to competitive benchmarking. The roles of consumer–brand identification and perceptions of brand dilution are explored. Design/methodology/approach Five experiments test whether brand...
