Navigating Dramatic Communication: The Differential Effects of Brand Rivalry on Aware and Non-aware Consumers

In the context of Vietnam’s food and beverage market entering a phase of fierce natural selection, businesses are increasingly utilizing dramatic communication to capture consumer attention. This research explores the psychological mechanisms behind the phenomenon of brand rivalry on social media platforms by examining the impact of perceived brand rivalry and perceived contrarianism on social media brand engagement, based on the integration of social identity theory, signaling theory, and congruency theory. The study also evaluates the moderating role of brand value congruence in these relationships. A quantitative method was conducted through a survey of 651 consumers, utilizing PLS SEM and PLS MGA based on the measurement invariance of composite models (MICOM) procedure. Results confirm that both perceived brand rivalry and perceived contrarianism promote social media brand engagement, while brand value congruence plays a pivotal moderating role. Notably, the MGA reveals distinct fragmentation: the aware group (those who knew the brand before the drama) reacts most strongly to dramatic elements to consolidate ingroup identity; meanwhile, the non-aware group (new observers) relies primarily on value resonance to authenticate brand integrity. The study provides a strategic blueprint to help food and beverage managers flexibly adjust resources between retaining loyal fans and conquering new customers in the digital age.