Avoidance or trash talk : the differential impact of brand identification and brand disidentification on oppositional brand loyalty
Year of publication: |
2023
|
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Authors: | Liao, Junyun ; Guo, Rui ; Chen, Jiawen ; Du, Peng |
Published in: |
The journal of product & brand management. - Bingley : Emerald, ISSN 2054-1643, ZDB-ID 2020682-3. - Vol. 32.2023, 7, p. 1005-1017
|
Subject: | Brand avoidance | Brand disidentification | Brand identification | Oppositional brand loyalty | Perceived inter-group rivalry | Trash talk | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Markenimage | Brand image | Markenartikel | Brand | Beziehungsmarketing | Relationship marketing | Markentreue | Brand loyalty |
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