Avoidance or trash talk: The differential impact of brand identification and brand disidentification on oppositional brand loyalty

Rui Guo, Junyun Liao, Jiawen Chen, Peng Du

Research output: Contribution to journal › Article › peer-review

Original language	American English
Journal	Journal of Product & Brand Management
DOIs	https://doi.org/10.1108/JPBM-07-2021-3576
State	Published - May 1 2023

Disciplines

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title = "Avoidance or trash talk: The differential impact of brand identification and brand disidentification on oppositional brand loyalty",

author = "Rui Guo and Junyun Liao and Jiawen Chen and Peng Du",

year = "2023",

month = may,

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doi = "10.1108/JPBM-07-2021-3576",

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T1 - Avoidance or trash talk

T2 - The differential impact of brand identification and brand disidentification on oppositional brand loyalty

AU - Guo, Rui

AU - Liao, Junyun

AU - Chen, Jiawen

AU - Du, Peng

PY - 2023/5/1

Y1 - 2023/5/1

UR - https://digitalcommons.stmarys-ca.edu/school-economics-business-faculty-works/1310

UR - https://doi.org/10.1108/JPBM-07-2021-3576

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