摘要：In competitive benchmarking, name brands of similar market prominence can refer to a direct competitor as the source of new product features. This approach is prevalent for brands to generate new products and is an effective tool for firms to build a sustainable competitive advantage. However, some consumers might not react favorably to benchmarking. In studies across four different industries, we show that perception that benchmarking would dilute the brand’s image account for the negative reactions to benchmarking by highly identified consumers. We further demonstrate that these potentially negative reactions by highly-identified consumers can be overcome by reframing the competitive benchmarking decision as consistent with the brand’s image.