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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| Format: | Article |
| Language: | English |
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Universitas Negeri Jakarta
2019-12-01
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| Series: | Journal of Business and Behavioural Entrepreneurship |
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| Online Access: | http://journal.unj.ac.id/unj/index.php/jobbe/article/view/12994 |