...Junyun Liao; Xuebing Dong; Ziwei Luo; Rui Guo Purpose Oppositional loyalty toward rival brands is prevalent. Although its antecedents have increasingly received scholarly attention, the literature is rather disparate. Based on identity theory, this study aims to propose that oppositional loyalty...

... at: nicolas.papadopoulos@carleton.ca © Emerald Publishing Limited 2018 Emerald Publishing Limited Licensed re-use rights only Place Country-of-origin Schema theory Place image Brand origin Product-country image Identity theory Attitude theory Consumer dispositions Image theory Imagine...