Fan Identification, Brand Community Identification, and Oppositional Brand Loyalty towards Sponsors of a Rival Sports Team: The Mediating Role of Schadenfreude

Empirical evidence confirms that brand loyalty is broadly understood in the context of positive side i.e. supportive loyalty compared to negative side i.e. oppositional loyalty. However, theoretically positive (supportive) loyalty cannot be explained exclusively without considering negative (opposit...

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Hlavní autor:	DAVID AMANI
Médium:	Artigo
Jazyk:	Inglês
Vydáno:	Universitas Negeri Jakarta 2019-12-01
Edice:	Journal of Business and Behavioural Entrepreneurship
Témata:	fan identification, brand community identification, schadenfreude, brand loyalty, oppositional brand loyalty
On-line přístup:	http://journal.unj.ac.id/unj/index.php/jobbe/article/view/12994
Tagy:	Přidat tag Žádné tagy, Buďte první, kdo vytvoří štítek k tomuto záznamu!