2026-06-30T03:24:26Zhttps://riubu.ubu.es/oai/request

oai:riubu.ubu.es:10259/97052024-11-16T01:05:19Zcom_10259_4731com_10259_5086com_10259_2604col_10259_4732

Abdelwahab, Dalia San Martín Gutiérrez, Sonia Jiménez Torres, Nadia Huitzilin 2024-11-15T13:19:37Z 2024-11-15T13:19:37Z 2022-08 0896-1530 http://hdl.handle.net/10259/9705 10.1080/08961530.2022.2108182 1528-7068 This study analyzed two in-group bias variables (regional identification and ethnocentrism) and examined their rarely explored behavioral differences in triggering in-group support (brand defense) and out-group resistance (oppositional loyalty). Regional animosity was investigated as a moderating variable. Data were collected from 602 food and beverage buyers. Results indicated that both identification and ethnocentrism triggered brand defense, while only ethnocentrism induced oppositional loyalty. Brand defense mediated identification/ethnocentrism relationships with oppositional loyalty. Animosity moderated model relationships with oppositional loyalty. Oppositional loyalty and brand defense are also explored as consequences of place-of-origin constructs, enriching the literature and examining unexplored relationships in this context. eng http://creativecommons.org/licenses/by-nc/4.0/ info:eu-repo/semantics/openAccess Atribución-NoComercial 4.0 Internacional Brand defense Food and beverage industry In-group identification and ethnocentrism Oppositional loyalty Out-group animosity Will you support or oppose? The impact of region-of-origin bias on oppositional loyalty info:eu-repo/semantics/article