Brand attachment and oppositional loyalty: The moderating role of moral identity
- Keywords:
- online communities, brand attachment, moral identity, oppositional loyalty
- Abstract
-
Comprehension of the driving factors and dimensional structure of oppositional loyalty (OL), which comprises willingness to pay a price premium, oppositional referrals, schadenfreude, and antibrand actions, is limited. To analyze OL behavior, we collected 453 surveys from Xiaomi mobile online communities. The results show that brand attachment had a positive effect on each dimension of OL. In addition, moral identity positively moderated the brand attachment–oppositional referrals relationship, and negatively moderated the impact of brand attachment on schadenfreude and antibrand actions. Our results can help corporate managers understand OL behavior, and contribute to new understanding of brand loyalty, customer relationships, and business ethics.
- Author Biographies
- References
- Downloads
- Published
- 2021-07-20
- Issue
- Vol. 49 No. 10 (2021)
- Section
- Articles
- License
-
Author(s) agree that copyright of an article published in SBP Journal is transferred from the author(s) to the journal publisher (Scientific Journal Publishers Limited) upon publication.
Disclaimer
Social Behavior and Personality maintains an open editorial policy and may or may not endorse the conclusions made in its published articles. Neither the journal nor its publisher, editors or staff assume any responsibility for any material considered to be offensive or defamatory, or for obtaining any copyright permissions necessary for publication of articles.