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Search: subject:"Oppositional brand loyalty"
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Beziehungsmarketing
2
Brand
2
Brand image
2
Brand loyalty
2
Brand management
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Consumer behaviour
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Konsumentenverhalten
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Markenartikel
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Markenführung
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Markenimage
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Markentreue
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Oppositional brand loyalty
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Relationship marketing
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Brand avoidance
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Brand disidentification
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Brand identification
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Consumer-brand relationship
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Customer retention
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Internet marketing
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Kundenbindung
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Online brand community
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Online-Marketing
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Perceived inter-group rivalry
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Personality psychology
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Persönlichkeitspsychologie
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Social Web
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Social identity theory
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Chen, Jiawen
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Du, Peng
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Hou, Jian-Ren
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Kuo, Ying-Feng
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Liao, Junyun
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Journal of electronic commerce research : JECR
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The journal of product & brand management
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ECONIS (ZBW)
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Avoidance or trash talk : the differential impact of brand identification and brand disidentification on
oppositional
brand
loyalty
Liao, Junyun
;
Guo, Rui
;
Chen, Jiawen
;
Du, Peng
- In:
The journal of product & brand management
32
(
2023
)
7
,
pp. 1005-1017
Persistent link: https://www.econbiz.de/10014334392
Saved in:
2
Oppositional
brand
loyalty
in online brand communities : perspectives on social identity theory and consumer-brand relationship
Kuo, Ying-Feng
;
Hou, Jian-Ren
- In:
Journal of electronic commerce research : JECR
18
(
2017
)
3
,
pp. 254-268
Persistent link: https://www.econbiz.de/10011746768
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