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Keywords: Trash talk
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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
... the identity-based motivation model, this article aims to examine the impact of brand identification and brand disidentification on the two distinct dimensions of OBL (i.e. brand avoidance and trash talk) according to their different intensity and activation levels (passive or active). In addition, article...
