The impact of oppositional loyalty on brand identification in online brand communities: the moderati...
The impact of oppositional loyalty on brand identification in online brand communities: the moderating role of self-expression
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Publisher
New York: Springer US
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Language
English
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Publisher
New York: Springer US
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Scope and Contents
Contents
It is becoming increasingly common for consumers to express oppositional loyalty, but the question that does this behavior further influences brand identification remains unexplored. This study constructed a research model to explore how oppositional loyalty affected brand identification. This study presents an empirical study using the data collec...
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Full title
The impact of oppositional loyalty on brand identification in online brand communities: the moderating role of self-expression
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Author / Creator
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TN_cdi_proquest_journals_2871489035
Permalink
https://devfeature-collection.sl.nsw.gov.au/record/TN_cdi_proquest_journals_2871489035
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ISSN
1046-1310
E-ISSN
1936-4733
DOI
10.1007/s12144-022-03707-6
