Oppositional loyalty as a brand identity-driven outcome: a conceptual framework and empirical evidence
The journal of product & brand management, 2021-11, Vol.30 (8), p.1134-1147 [Peer Reviewed Journal]Emerald Publishing Limited ;Emerald Publishing Limited 2020 ;ISSN: 1061-0421 ;EISSN: 2054-1643 ;DOI: 10.1108/JPBM-08-2019-2511
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