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Keywords: Perceived inter-group rivalry
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Journal Articles
Avoidance or trash talk: the differential impact of brand identification and brand disidentification on oppositional brand loyalty
Available to Purchase
Journal of Product & Brand Management (2023) 32 (7): 1005–1017.
Published: 05 May 2023
... aims to examine the moderating role of perceived inter-group rivalry. Design/methodology/approach The authors collected survey data and obtained 392 valid questionnaires from smartphone users. Structural equation modeling was used for hypothesis testing. Findings The results show that brand...
