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

研究成果: Conference contribution

摘要

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.

原文English
主出版物標題12th International Conference on Advances in Mobile Computing and Multimedia, MoMM 2014
編輯I-Hsien Ting, Yu-Hui Tao, Matthias Steinbauer, Ismail Khalil, Hsin-Chang Yang, Gabriele Anderst-Kotsis
發行者Association for Computing Machinery, Inc
頁面421-427
頁數7
ISBN(電子)9781450330084
DOIs
出版狀態Published - 2014 十二月 8
事件12th International Conference on Advances in Mobile Computing and Multimedia, MoMM 2014 - Kaohsiung, Taiwan
持續時間: 2014 十二月 82014 十二月 10

出版系列

名字12th International Conference on Advances in Mobile Computing and Multimedia, MoMM 2014

Other

Other12th International Conference on Advances in Mobile Computing and Multimedia, MoMM 2014
國家/地區Taiwan
城市Kaohsiung
期間14-12-0814-12-10

All Science Journal Classification (ASJC) codes

  • 電腦網路與通信
  • 電腦繪圖與電腦輔助設計
  • 電腦科學應用

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