The impact of oppositional loyalty on brand identification in online brand communities: the moderating role of self-expression

It is becoming increasingly common for consumers to express oppositional loyalty, but the question that does this behavior further influences brand identification remains unexplored. This study constructed a research model to explore how oppositional loyalty affected brand identification. This study presents an empirical study using the data collected from a survey of 543 consumers. The structural equation models were used to test the research model. The results reveal that oppositional loyalty positively influences brand experiences and self-brand connection, thereby enhancing consumers' brand identification. Furthermore, self-expression moderates the path from oppositional loyalty to brand experiences and self-brand connection. This study goes beyond examining the drivers of oppositional loyalty but extends the literature by explaining the downstream consequences of oppositional loyalty. Managerial implications are discussed.