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Befriending the Enemy: The Effects of Observing Brand-to-Brand Praise on Consumer Evaluations and Choices

The research by Zhou, Du, and Cutright (2021) highlights the benefits of brand-to-brand praise, demonstrating that it can increase consumer interest, social media engagement, and sales. Brands perceived as 'warmer' gain positive downstream effects when they praise competitors, with for-profit brands benefiting the most. Interestingly, skeptical consumers respond positively to this behavior, indicating that genuine praise of direct competitors can enhance a brand's image.

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“Befriending the Enemy” How praising your competition can boost your brand From: Zhou, Du, and Cutright (2021)
The benefits of brand-to-brand praise Across 11 experiments with nearly 4,000 people, this research uncovers the benefit of brand-to-brand praise. Enhanced interest in brands that engage in competitor praise manifests itself in a number of valuable ways, like in increased social media engagement and advertising click-through rates, improved brand attitudes, and increased sales. From: Zhou, Du, and Cutright (2021) Instead of ignoring or insulting their competition, how do consumers respond when brands praise their competition?
The benefits of brand-to-brand praise: Examples from research From: Zhou, Du, and Cutright (2021) This praise ad increased ad click- through-rate for Precision Car Wash by 63% vs. a self- promotional ad. This praise tweet increased KitKat purchases by 34% vs. a neutral message. This praise tweet received over 10 times more likes and retweets for PlayStation vs. any non- praise tweet that year.
Why do brands benefit from brand-to-brand praise? Brands that praise their competition are perceived as “warmer”— more thoughtful, kind, and trustworthy—and it is this increase in perceptions of warmth that primarily allows for the positive downstream consequences for the praiser brand. From: Zhou, Du, and Cutright (2021) Brand-to-brand praise Enhanced brand warmth Improved brand outcomes
What brands can benefit the most from brand- to-brand praise? Brands that consumers don’t automatically perceive as “warm and fuzzy” may benefit more by praising the competition. From: Zhou, Du, and Cutright (2021) Example from research: Prior research shows non-profit brands are perceived as warmer than for-profit brands. While both types of businesses were evaluated more highly when they praised the competition than when they did not, for-profit brands gained the greatest benefit.
Which consumers find brand-to-brand praise most appealing? Surprisingly, the most skeptical consumers are likely to have the greatest positive response to brands that praise their competitors. Seeing a brand engage in the seemingly risky behavior of praising a competitor appears to allow skeptical consumers to relax their guard. From: Zhou, Du, and Cutright (2021) Example from research: Consumers were asked to view a tweet from Lyft praising rival company Uber (“@Uber Congratulations on all your achievements this past year!”). The most skeptical consumers were most positively influenced by this praise message.
Brands should praise their direct competition for best results Praise that is insincere or presents no risk to the brand will not be seen as a meaningful sign. Praise only boosts a brand’s image when they praise a direct competitor, like a brand competing in the same industry. From: Zhou, Du, and Cutright (2021) Example from research: Praise failed to boost an eyewear brand’s image when it complimented a non-competitor, a hamburger brand.