Oppositional Loyalty Among Individuals: a Triadic Reading Grid For Loyalty With a Polarized Brandscape

This article contributes to the conceptualization of brand loyalty (currently depicted as a dyadic relationship) by introducing a triadic configuration to include competition. The results show the existence of triadic oppositional loyalty among individuals with a polarized form of brandscape and propose a new reading grid for brand loyalty.


Amina Djedidi (2020) ,"Oppositional Loyalty Among Individuals: a Triadic Reading Grid For Loyalty With a Polarized Brandscape", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 703-706.


Amina Djedidi, Université Paris-Est Créteil, IRG


NA - Advances in Consumer Research Volume 48 | 2020

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