6684 
6358品牌对抗忠诚是指消费者通过反对竞争品牌的行为来表达对已选品牌的忠诚。消费者的反对行为包括反选择、负面推荐、引发对抗和积极保护四个方面，这对于已选品牌来说是资产，而对于竞争品牌而言却是负债，会直接影响各方利益相关者的经营绩效。特别是在社区环境下，品牌对抗忠诚从个体行为升级演变成群体行为，具有更大的影响力。鉴于此，越来越多的学者开始围绕品牌对抗忠诚展开研究，通过将消费者行为置于竞争者的参照框架之中，来探讨消费者、品牌与竞争品牌三者之间的关系，以求全面深入地探讨忠诚理论的内涵。本文较为系统地梳理了已有的相关文献，首先介绍了品牌对抗忠诚的概念内涵、维度与测量，然后归纳和总结了品牌对抗忠诚的引致因素和结果变量，最后提出了未来研究的发展方向，以期引起国内学者对品牌对抗忠诚研究的重视，并为企业实务工作者提供一定的营销启示。
品牌对抗忠诚研究脉络梳理与未来展望
摘要
参考文献
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引用本文
杨爽. 品牌对抗忠诚研究脉络梳理与未来展望[J]. 外国经济与管理, 2017, 39(2): 114–128.
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