A praise of whom matters: how company size and brand gender shape consumer evaluations of the praiser
Authors: Wang Xingang , Huang Wu , Guo Maiju , Liu Zhitong 
Published: December 2024

PurposeBrand interaction on social media increasingly involves brands openly praising their competitors. This paper examines the impact of selecting a praising target based on company size in brand-to-brand praise, such as praising a smaller competitor versus a larger competitor, on consumers’ evaluations of the praiser.Design/methodology/approachThree online survey experiments using Sina Weibo as the stimuli were conducted to analyze the brand evaluation of brand-to-brand praising. Data were collected via Credamo.FindingsPraising a smaller competitor leads to an increased evaluation of the praiser brand compared to praising a larger competitor. The perceived competence mediates the influence of relative brand size on praiser brand evaluation. Additionally, the praiser brand’s gender moderates the influence of relative brand size on the praiser brand evaluation, with a notable enhancement observed only for the masculine praiser brand.Research limitations/implicationsThis paper suggests several avenues for future research. First, future research can examine how companies tailor praise content based on the recipient size. Second, future studies can consider the role of competition type, brand development potential and the perceptual differences between competitor sizes. Third, we encourage future research to examine whether certain brand personalities benefit more from praising smaller competitors and extend our study’s scope to non-food industries to generate more generalizable results. Lastly, future studies can look into the conditions where a praised brand should respond to public praise and the potential of such interactions to boost consumer favorability.Practical implicationsThis study offers valuable insights for brand managers to boost customers’ perception of brand competence and brand evaluations through interactive marketing on social media. Brand managers are recommended to direct their praise towards smaller competitors to maximize the positive impact. Additionally, our study highlights the pivotal role of brand gender in effective brand-to-brand communication strategies. Notably, masculine brands can particularly benefit from praising smaller competitors. Overall, considering factors like company size and brand gender is crucial for crafting effective brand-to-brand praise strategies that can enhance brand competence perceptions and evaluations, ultimately fostering loyalty and sales.Social implicationsThis study offers rich social implications regarding customers’ attitudes toward brand-to-brand praise on social media. Zhou et al. (2022) showed that brands praising competitors can significantly enhance consumer preference compared to other communication forms. Furthermore, this paper investigates how observing different types of brand-to-brand praise impacts consumer brand evaluations, such as praising larger or smaller competitors. We found that consumers preferentially evaluate brands that praise smaller (vs larger) competitors, and this effect is particularly salient for masculine brands.Originality/valueThis study provides valuable insights about enhancing customer evaluations of praiser brands through brand-to-brand praising on social media, points out the underlying mechanism and identifies a boundary condition.