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.



Citation:

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.

Authors

Amina Djedidi, Université Paris-Est Créteil, IRG



Volume

NA - Advances in Consumer Research Volume 48 | 2020



Share Proceeding

Featured papers

See More

Featured

I10. Can Body Size Influence the Judgments of Warmth and Competence?

Trang Thanh Mai, University of Manitoba, Canada
Olya Bullard, University of Winnipeg
Luming Wang, University of Manitoba, Canada

Read More

Featured

The Preference for Simultaneity: When Different Events Happen to Different People at the Same Time

Franklin Shaddy, University of Chicago, USA
Yanping Tu, University of Florida, USA
Ayelet Fishbach, University of Chicago, USA

Read More

Featured

When Humans Consume Humanlike Animals: Anthropomorphism, Power, and Cruelty-free Consumption

Ji Myoung Danny Kim, University at Buffalo
Sunyee Yoon, University at Buffalo

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.