TY - JOUR AU - Abdelwahab, Dalia AU - San Martín Gutiérrez, Sonia AU - Jiménez Torres, Nadia Huitzilin PY - 2022 SN - 0896-1530 UR - http://hdl.handle.net/10259/9705 AB - 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).... LA - eng PB - Routledge KW - Brand defense KW - Food and beverage industry KW - In-group identification and ethnocentrism KW - Oppositional loyalty KW - Out-group animosity KW - Comercio KW - Commerce KW - Consumidores-Conducta KW - Consumer behavior KW - Marketing TI - Will you support or oppose? The impact of region-of-origin bias on oppositional loyalty DO - 10.1080/08961530.2022.2108182 T2 - Journal of International Consumer Marketing VL - 35 M2 - 314 ER -