Brand oppositional loyalty means that consumers express their brand loyalty by opposing those competing brands. Consumers' opposition behaviors include four aspects:anti-choice, negative referrals, initiate rivalries, and actively defensive. Brand oppositional loyalty is an asset for the chosen brand, but is a liability for a competing brand and has a direct impact on the business performance of stakeholders. Especially in the community environment, brand oppositional loyalty behavior upgrades from individual behavior to group behavior, which has a greater influence. Based on this, more and more scholars start research focusing on brand oppositional loyalty, and discuss the relationship among consumers, brands and competing brands through putting consumer behavior into the framework of reference for competitors, to interpret the connotation of loyalty theory in a more comprehensive and in-depth way. This paper systematically sorts out extant relevant literature, firstly introduces the definition, dimensions and measurement of brand oppositional loyalty, then summarizes antecedents and outcome variables, and finally discusses the directions for future research, to attract the attention from domestic scholars to brand oppositional loyalty and provide enlightenment for marketing practice to a certain extent.