Which brand will you not select? Investigating oppositional brand loyalty from the perspectives on social identity theory and emotions

Ying Feng Kuo, Jian Ren Hou

Research output: Chapter in Book/Report/Conference proceedingConference contribution

1 Citation (Scopus)

Abstract

Loyal users of a specific brand sometimes might have negative thoughts about competing brand. Researchers name this psychological phenomenon oppositional brand loyalty. This study employs social identity theory as its theoretical framework to verify the effects of both positive and negative emotions on oppositional brand loyalty. We use a sample of a community which conducts multi-brand discussion inside. Analyzing of 299 valid samples collected, results indicate members who identified with their own online brand community also identified with the brand related to the same community; members with brand identification would further develop self-brand connections; self-brand connections makes members hold positive emotion to favored brand and negative emotion to competing brand; positive emotion to favored brand and negative emotion to competing brand lead to oppositional brand loyalty. Based on these findings, theoretical and practical implications are provided.

Original languageEnglish
Title of host publication12th International Conference on Advances in Mobile Computing and Multimedia, MoMM 2014
EditorsYu-Hui Tao, Hsin-Chang Yang, I-Hsien Ting, Matthias Steinbauer, Ismail Khalil, Gabriele Anderst-Kotsis
PublisherAssociation for Computing Machinery
Pages421-427
Number of pages7
ISBN (Electronic)9781450330084
DOIs
Publication statusPublished - 2014 Dec 8
Event12th International Conference on Advances in Mobile Computing and Multimedia, MoMM 2014 - Kaohsiung, Taiwan
Duration: 2014 Dec 82014 Dec 10

Publication series

Name12th International Conference on Advances in Mobile Computing and Multimedia, MoMM 2014

Other

Other12th International Conference on Advances in Mobile Computing and Multimedia, MoMM 2014
Country/TerritoryTaiwan
CityKaohsiung
Period14-12-0814-12-10

All Science Journal Classification (ASJC) codes

  • Computer Networks and Communications
  • Computer Graphics and Computer-Aided Design
  • Computer Science Applications

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