Title

Oppositional loyalty as a brand identity-driven outcome: a conceptual framework and empirical evidence

SMC Author

Rui Guo

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]

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