品牌忠诚度
竞争
品牌管理
品牌社群
广告
忠诚
营销
品牌知名度
独创性
结构方程建模
身份(音乐)
品牌资产
企业品牌
业务
心理学
社会心理学
经济
创造力
统计
物理
数学
声学
宏观经济学
作者
Junyun Liao,Xinhua Dong,Ziwei Luo,Rui Guo
出处
期刊:Journal of Product & Brand Management
[Emerald (MCB UP)]
日期:2020-11-11
卷期号:30 (8): 1134-1147
被引量:23
标识
DOI:10.1108/jpbm-08-2019-2511
摘要
Purpose Oppositional loyalty toward rival brands is prevalent. Although its antecedents have increasingly received scholarly attention, the literature is rather disparate. Based on identity theory, this study aims to propose that oppositional loyalty is a brand identity-driven outcome and provides a unified framework for understanding the formation and activation of brand identity in influencing oppositional loyalty. Design/methodology/approach Structural equation modeling was used to test the theoretical framework based on an online survey of 329 brand community members. Multigroup analysis was used to test the moderating effect of inter-consumer brand rivalry and brand community engagement. Findings The results show that self-brand similarity, brand prestige and brand uniqueness lead to consumers’ brand identity (i.e. consumer-brand identification), which, in turn, facilitates oppositional loyalty. Furthermore, the results indicate that inter-consumer brand rivalry and brand community engagement are identity-salient situations that strengthen the relationship between consumer-brand identification and oppositional loyalty. Practical implications Identity has great power in shaping consumer behaviors. Fostering consumer-brand identification is critical for firms to prevent consumers from switching to competing brands. Inter-consumer brand rivalry and brand community engagement can help firms consolidate their customer base by evoking consumers’ brand identity. Originality/value This investigation makes theoretical contributions by providing a unified theoretical framework to model the development of oppositional loyalty based on identity theory.
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