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【With the same tag:【brand loyalty】 Found 2 articles】 /Page Order by: Asce Desc

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| F270

How Does Customer Engagement in Brand Co-creation Promote Brand Loyalty? A study on the Influences and Mechanisms of the Types of Brand Co-creation Behavior on Brand Loyalty

Zhu Liye, Yuan Denghua, Zhang Hongming

Based on the theory of value co-creation, western scholars began to re-examine the role of brand managers, customers and other stakeholders in the brand building from a " co-creation&...

First published at: May 01, 2018

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doi:10.16538/j.cnki.fem.2018.05.007

Foreign Economics & Management, Vol. 40, Issue 05, pp. 84 - 98

| F270

A Review of Research Context of Brand Oppositional Loyalty and Future Prospects

Brand oppositional loyalty means that consumers express their brand loyalty by opposing those competing brands. Consumers' opposition behaviors include four aspects:anti-choice, negative r...

First published at: Feb 20, 2017

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doi:10.16538/j.cnki.fem.2017.02.009

Foreign Economics & Management, Vol. 39, Issue 02, pp. 114 - 128

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