"Oppositional loyalty as a brand identity-driven outcome: a conceptual framework and empirical evidence" by Junyun Liao

Rui Guo

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Article

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

Journal of Product & Brand Management

Junyun Liao
Xuebing Dong
Ziwei Luo
Rui Guo, Saint Mary's College of California

Link

SMC Author

Rui Guo

Status

Faculty

School

School of Economics and Business Administration

Department

Business Analytics

Document Type

Article

Publication Date

1-1-2020

Peer Reviewed

DOI

10.1108/JPBM-08-2019-2511

Disciplines

Business and
Economics

Original Citation

Liao, J., Dong, X., Luo, Z., & Guo, R. (2020). Oppositional loyalty as a brand identity-driven outcome: a conceptual framework and empirical evidence. Journal of Product & Brand Management. https://doi.org/10.1108/JPBM-08-2019-2511 [Journal article - peer reviewed journal]

Citation Information

Junyun Liao, Xuebing Dong, Ziwei Luo and Rui Guo. "Oppositional loyalty as a brand identity-driven outcome: a conceptual framework and empirical evidence" Journal of Product & Brand Management (2020)
Available at: http://works.bepress.com/rui-guo/1/