Avoidance or trash talk: The differential impact of brand identification and brand disidentification on oppositional brand loyalty
SMC Affiliated Work
1
Status
Faculty
School
School of Economics and Business Administration
Department
Business Analytics
Document Type
Article
Publication Date
5-1-2023
Publication / Conference / Sponsorship
Journal of Product & Brand Management
Peer Reviewed
1
DOI
10.1108/JPBM-07-2021-3576
Disciplines
Business | Business Analytics | Economics
Original Citation
Liao, J., Guo, R., Chen, J., & Du, P. (2023). Avoidance or trash talk: The differential impact of brand identification and brand disidentification on oppositional brand loyalty. Journal of Product & Brand Management. https://doi.org/10.1108/JPBM-07-2021-3576
Repository Citation
Guo, Rui and author(s), additional. Avoidance or trash talk: The differential impact of brand identification and brand disidentification on oppositional brand loyalty (2023). Journal of Product & Brand Management. 10.1108/JPBM-07-2021-3576 [article]. https://digitalcommons.stmarys-ca.edu/school-economics-business-faculty-works/1310
