Us Versus Them: Oppositional Brand Loyalty and the Cola Wars
By A. Muñiz, Lawrence O. Hamer. 2001
154 citations recorded by the source corpus.
View Paper: https://www.semanticscholar.org/paper/c7a5aedab4e8337c53a3ae90d9a357d3bb002233
How researchers see this paper
The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.
- K. White
- Darren W. Dahl
- Arnold Japutra
- Lyndon Simkin
- Bang Nguyen
- Michael S. W. Lee
- Jens Sievert
- Frank Jacob
Citations in the corpus
- To Be or Not Be? The Influence of Dissociative Reference Groups on Consumer Preferences (2006, background): “…suggests that consumers will avoid products with negative symbolic implications (Banister & Hogg, 2004), exhibit negative attitudes toward lifestyles they wish to avoid (Lowrey, Englis, Shavitt, & Solomon, 2001), and demonstrate who they are by avoiding particular products (Muniz & Hamer, 2001).”
- The role of ideal self-congruence and brand attachment in consumers’ negative behaviour: Compulsive buying and external trash-talking (2018, background): “Previous studies note that trash-talking is the result of being affectively committed with the brand and actively engaged in brand community (Japutra et al., 2014; Hickman & Ward, 2007; Muniz & Hamer, 2001).”
- Anti-consumption and brand avoidance (2009, background): “All rights reserved. doi:10.1016/j.jbusres.2008.01.024 Please cite this article as: Lee MSW, et al, Anti-consumption and brand avoidanc Soloman, 1997; Holt, 2002; Kozinets and Handelman, 2004; Muniz and Hamer, 2001; Thompson and Arsel, 2004; Thompson, Rindfleisch, and Arsel, 2006).”
- How credibility affects eWOM reading: The influences of expertise, trustworthiness, and similarity on utilitarian and social functions (2014, background): “Brand enthusiasts’ eWOM likely seems particularly unhelpful or less credible, due to their biased view in favor of one brand (Muniz and Hamer 2001; Hickman and Ward 2007).”
- Positive and negative behaviours resulting from brand attachment: The moderating effects of attachment styles (2018, background): “Trash-talking and Schadenfreude are the manifestations of adverse brand loyalty (e.g. Muniz and Hamer, 2001).”