---
id: "entity-journal-of-marketing-research"
type: "entity"
entityType: "other"
canonicalName: "Journal of Marketing Research"
aliases: ["JMR"]
source_timestamps: ["¶3"]
tags: ["academic-journals", "source-material"]
related: ["claim-rivalry-boosts-engagement", "entity-abhishek-borah", "entity-johannes-berendt", "entity-sebastian-uhrich", "entity-gavin-kilduff"]
sources: ["tail2"]
sourceVaultSlug: "hbr-seg-tail2"
originDay: 2
articleStem: "hbr-tail-124-good-rivalry-brand"
sourceUrl: "https://hbr.org/2025/08/a-good-rivalry-can-elevate-your-brand"
sourceTitle: "A Good Rivalry Can Elevate Your Brand"
---
# Journal of Marketing Research

Peer-reviewed academic journal (published by the American Marketing Association) where the authors' study — **'The Rivalry Reference Effect: Referencing Rival (vs. Nonrival) Competitors in Public Brand Messages Increases Consumer Engagement'** — appears. It is the empirical foundation for this vault: two archival Twitter studies plus three preregistered experiments establishing [[claim-rivalry-boosts-engagement]] and the story-embeddedness mediation behind [[concept-rivalry-reference-effect]]. Authors: [[entity-abhishek-borah]], [[entity-johannes-berendt]], [[entity-sebastian-uhrich]], [[entity-gavin-kilduff]]. The HBR piece in this vault is the managerial distillation of this study.