Brand Rivalry and Consumers’ Schadenfreude: The Case of Apple

Joanna Phillips-Melancon, Vassilis Dalakas
  • Services Marketing Quarterly, April 2014, Taylor & Francis
  • DOI: 10.1080/15332969.2014.885370

What is it about?

Using a sample of users of Apple/Mac products, this study found that those who were highly identified with Apple as a brand, were also more likely to feel Schadenfreude (pleasure at misfortunes) toward rival Microsoft.

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The following have contributed to this page: Vassilis Dalakas