A Review of Research on the Oppositional Behavior of Brand Fans

DOI

10.2991/assehr.k.220105.033How to use a DOI?

Keywords

oppositional loyalty; Brand competition; Brand loyalty; Brand community

Abstract

Consumers are active in their favourite brand communities and go to competing brands’ communities to express their love for their own brand, mock the competing brands, and so on. This phenomenon is known as brand fan antagonism or oppositional loyalty. In recent years, brand fan antagonism has become more frequent, yet academic research on this type of behavior is scarce, and brands’ perception of brand antagonism is limited. This paper systematically reviews the existing literature to provide a more comprehensive analysis of brand fan confrontation behavior. Firstly, it introduces the concept of brand fan confrontation behavior. Secondly, it summarises the types of brand fan confrontation behavior and the factors that lead to the different types. Thirdly, it summarises the research related to brand fan confrontation behavior at home and abroad, and finally, it proposes the direction of future research. It is intended to enrich the academic research on this behavioral theory and provide brand marketing insights.

Copyright

© 2022 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Jiada Chen
AU  - Simin Ma
PY  - 2022
DA  - 2022/01/17
TI  - A Review of Research on the Oppositional Behavior of Brand Fans
BT  - Proceedings of the 2021 International Conference on Social Development and Media Communication (SDMC 2021)
PB  - Atlantis Press
SP  - 169
EP  - 173
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220105.033
DO  - 10.2991/assehr.k.220105.033
ID  - Chen2022
ER  -