Dr. Keisha Cutright: Brands Can Boost Their Own Reputations and Sales By Praising Rivals

What consumer brands typically do not do is compliment those rivals – they wouldn’t want to grant an adversary free publicity, said Keisha Cutright, a marketing professor at Duke University’s Fuqua School of Business. But new research from Cutright published in the Journal of Marketing suggests a little goodwill can pay off. Complimenting a competitor makes brands seem warm and trustworthy, particularly with skeptical consumers. Learn more here.