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

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",

year = "2020",

month = jan,

day = "1",

doi = "10.1108/JPBM-08-2019-2511",

language = "American English",

journal = "Journal of Product \& Brand Management",

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TY - JOUR

T1 - Oppositional loyalty as a brand identity-driven outcome: a conceptual framework and empirical evidence

AU - Liao, Junyun

AU - Dong, Xuebing

AU - Luo, Ziwei

AU - Guo, Rui

PY - 2020/1/1

Y1 - 2020/1/1

UR - https://digitalcommons.stmarys-ca.edu/school-economics-business-faculty-works/1216

UR - https://doi.org/10.1108/JPBM-08-2019-2511

U2 - 10.1108/JPBM-08-2019-2511

DO - 10.1108/JPBM-08-2019-2511

M3 - Article

JO - Journal of Product & Brand Management

JF - Journal of Product & Brand Management

ER -