Oppositional loyalty as a brand identity-driven outcome: a conceptual framework and empirical evidence
SMC Affiliated Work
1
Status
Faculty
School
School of Economics and Business Administration
Department
Business Analytics
Document Type
Article
Publication Date
2020
Publication / Conference / Sponsorship
Journal of Product & Brand Management
Peer Reviewed
1
DOI
10.1108/JPBM-08-2019-2511
Disciplines
Business | Economics
Original Citation
Liao, J., Dong, X., Luo, Z., & Guo, R. (2020). Oppositional loyalty as a brand identity-driven outcome: a conceptual framework and empirical evidence. Journal of Product & Brand Management. https://doi.org/10.1108/JPBM-08-2019-2511 [Journal article - peer reviewed journal]
Repository Citation
Liao, Junyun; Dong, Xuebing; Luo, Ziwei; and Guo, Rui. Oppositional loyalty as a brand identity-driven outcome: a conceptual framework and empirical evidence (2020). Journal of Product & Brand Management. 10.1108/JPBM-08-2019-2511 [article]. https://digitalcommons.stmarys-ca.edu/school-economics-business-faculty-works/1216
