Research on the Influence of Value Co-creation Practices on Oppositional Brand Loyalty

Abstract

Oppositional brand loyalty means that customers express loyalty to their preferred brand by opposing those rival brands and their consumers. Research on oppositional brand loyalty helps to foster loyal customers and has a great impact on brand equity. The research of oppositional brand loyalty is in its infancy and requires deeper investigation. Based on self-categorization theory, this paper analyzes the effect of value co-creation practices on oppositional brand loyalty and the mechanism of brand community identification and implicit self-esteem in the context of brand community. It is expected that this paper will not only inspire similar research, but also provide reference for enterprises to strengthen the building of brand relationship through brand community.

Keywords: Value co-creation practices, Oppositional brand loyalty, Brand community identification, Implicit self-esteem

DOI: 10.7176/EJBM/11-27-07

Publication date:September 30^th 2019