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Journal Articles

Avoidance or trash talk: the differential impact of brand identification and brand disidentification on oppositional brand loyalty

Junyun Liao, Rui Guo, Jiawen Chen, Peng Du

Journal of Product & Brand Management (2023) 32 (7): 1005–1017.

https://doi.org/10.1108/JPBM-07-2021-3576

Published: 05 May 2023

View article titled, Avoidance or trash talk: the differential impact of brand identification and brand disidentification on oppositional brand loyalty

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Journal Articles

Oppositional loyalty as a brand identity-driven outcome: a conceptual framework and empirical evidence

Junyun Liao, Xuebing Dong, Ziwei Luo, Rui Guo

Journal of Product & Brand Management (2021) 30 (8): 1134–1147.

https://doi.org/10.1108/JPBM-08-2019-2511

Published: 11 November 2020

View article titled, Oppositional loyalty as a brand identity-driven outcome: a conceptual framework and empirical evidence

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