Work

The impact of oppositional loyalty on brand identification in online brand communities: the moderating role of self-expression

Year: 2022

Type: article

Study design: Observational Study

Source: Current Psychology

DOI: 10.1007/s12144-022-03707-6

Authors: Jiada Chen, Junyun Liao

Institution: Jinan University

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

Funder: National Natural Science Foundation of China

Award: 消费者的多竞争品牌社区参与行为研究：基于推-拉-锚定模型

OpenAlex ID: W4297192803

FWCI: 1.399

Cites: 83

Cited by: 9

Related to: 10