TY - JOUR
T1 - Oppositional brand loyalty in online brand communities
T2 - Perspectives on social identity theory and consumer-brand relationship
AU - Kuo, Ying Feng
AU - Hou, Jian Ren
N1 - Funding Information:
This research is supported by the Ministry of Science and Technology (MOST 102-2410-H-390-029-MY2), Taiwan.
PY - 2017
Y1 - 2017
N2 - Oppositional brand loyalty is a psychological phenomenon observed among members of a brand community who hold negative and opposing views about rival brands, and even exhibit antagonistic behaviors towards those brands. The research of oppositional brand loyalty is in its infancy and requires deeper investigation. This study employs social identity theory and consumer-brand relationship as a theoretical framework to verify the formation process of oppositional brand loyalty. Using a sample of online automobile communities in Taiwan, we collected 232 valid samples and analyzed the data using structural equation modeling (SEM) techniques. The results indicate that members who identify with their online brand community develop brand commitment and self-brand connection, which lead to oppositional brand loyalty. Furthermore, brand commitment partially mediated and self-brand connection fully mediated the relationship between brand community identification and oppositional brand loyalty. Based on these findings, theoretical and practical implications are discussed.
AB - Oppositional brand loyalty is a psychological phenomenon observed among members of a brand community who hold negative and opposing views about rival brands, and even exhibit antagonistic behaviors towards those brands. The research of oppositional brand loyalty is in its infancy and requires deeper investigation. This study employs social identity theory and consumer-brand relationship as a theoretical framework to verify the formation process of oppositional brand loyalty. Using a sample of online automobile communities in Taiwan, we collected 232 valid samples and analyzed the data using structural equation modeling (SEM) techniques. The results indicate that members who identify with their online brand community develop brand commitment and self-brand connection, which lead to oppositional brand loyalty. Furthermore, brand commitment partially mediated and self-brand connection fully mediated the relationship between brand community identification and oppositional brand loyalty. Based on these findings, theoretical and practical implications are discussed.
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M3 - Article
AN - SCOPUS:85026812895
SN - 1938-9027
VL - 18
SP - 254
EP - 268
JO - Journal of Electronic Commerce Research
JF - Journal of Electronic Commerce Research
IS - 3
ER -