The day Nintendo launched the Switch gaming system, both Xbox and PlayStation congratulated Nintendo on social media. It was a somewhat surprising move. Big brands typically don’t compliment their competitors – they wouldn’t want to offer a rival brand free publicity. But this research shows that a brand can actually boost its own reputation and sales by complimenting a competitor. Nearly a dozen experiments with almost 4,000 people demonstrate that brands may reap rewards by engaging in brand-to-brand praise