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

Producción científica › revisión exhaustiva

Idioma original	American English
Publicación	Journal of Product & Brand Management
DOI	https://doi.org/10.1108/JPBM-08-2019-2511
Estado	Published - ene 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",

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

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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

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