"Avoidance or trash talk: The differential impact of brand identification and brand disidentification on oppositional brand loyalty" by Rui Guo

Article

Avoidance or trash talk: The differential impact of brand identification and brand disidentification on oppositional brand loyalty

Journal of Product & Brand Management

Rui Guo, Saint Mary's College of California
additional author(s)

Link

SMC Author

Rui Guo

Status

Faculty

School

School of Economics and Business Administration

Department

Business Analytics

Document Type

Article

Publication Date

5-1-2023

Peer Reviewed

DOI

10.1108/JPBM-07-2021-3576

Disciplines

Original Citation

Liao, J., Guo, R., Chen, J., & Du, P. (2023). Avoidance or trash talk: The differential impact of brand identification and brand disidentification on oppositional brand loyalty. Journal of Product & Brand Management. https://doi.org/10.1108/JPBM-07-2021-3576

Citation Information

Rui Guo and additional author(s). "Avoidance or trash talk: The differential impact of brand identification and brand disidentification on oppositional brand loyalty" Journal of Product & Brand Management (2023)
Available at: http://works.bepress.com/rui-guo/4/