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Keywords: Oppositional brand loyalty
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Journal Articles
Avoidance or trash talk: the differential impact of brand identification and brand disidentification on oppositional brand loyalty
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Journal of Product & Brand Management (2023) 32 (7): 1005–1017.
Published: 05 May 2023
...Junyun Liao; Rui Guo; Jiawen Chen; Peng Du Purpose Oppositional brand loyalty (OBL) has become widespread and has thus received growing scholarly attention in recent years. Although opposition behaviors have distinct manifestations, their differential antecedents remain underexplored. Drawing from...
