Oppositional loyalty as a brand identity-driven outcome: a conceptual framework and empirical evidence

Junyun Liao, Xuebing Dong, Ziwei Luo, Rui Guo

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-08-2019-2511
State	Published - Jan 1 2020

Disciplines

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title = "Oppositional loyalty as a brand identity-driven outcome: a conceptual framework and empirical evidence",

author = "Junyun Liao and Xuebing Dong and Ziwei Luo and Rui Guo",

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AU - Liao, Junyun

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