Avoidance or trash talk : the differential impact of brand identification and brand disidentification on oppositional brand loyalty
Junyun Liao, Rui Guo, Jiawen Chen and Peng Du
| Year of publication: |
2023
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|---|---|
| Authors: | Liao, Junyun ; Guo, Rui ; Chen, Jiawen ; Du, Peng |
| Subject: | Brand avoidance | Brand disidentification | Brand identification | Oppositional brand loyalty | Perceived inter-group rivalry | Trash talk | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Beziehungsmarketing | Relationship marketing | Markentreue | Brand loyalty | Markenimage | Brand image |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/JPBM-07-2021-3576 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014334392