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Which Brand Will You Not Select? Investigating Oppositional Brand Loyalty from the Perspectives on Social Identity Theory and Emotions

Ying-Feng Kuo, Jian-Ren Hou. Which Brand Will You Not Select? Investigating Oppositional Brand Loyalty from the Perspectives on Social Identity Theory and Emotions. In Shyue-Liang Leon Wang, Yu-Hui Tao, Liming Chen, Chung-Nan Lee, editors, Proceedings of the 12th International Conference on Advances in Mobile Computing and Multimedia, Kaohsiung, Taiwan, December 8-10, 2014. pages 421-427, ACM, 2014. [doi]

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