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 journalArticlepeer-review

Original languageAmerican English
JournalJournal of Product & Brand Management
StatePublished - May 1 2023


  • Business
  • Business Analytics
  • Economics

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