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Brand communities and new product adoption: The influence and limits of oppositional loyalty
Scott A. Thompson, Rajiv K. Sinha
Marketing
Research output
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Contribution to journal
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Article
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peer-review
295
Scopus citations
Overview
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Dive into the research topics of 'Brand communities and new product adoption: The influence and limits of oppositional loyalty'. Together they form a unique fingerprint.
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Business & Economics
New Product Adoption
100%
Brand Community
81%
Loyalty
56%
New Products
27%
Participation
16%
Managers
13%
Longitudinal Data
11%
Community Participation
11%
Overlapping
7%
Hazard
7%
Product Category
7%
Marketing
6%
Competitors
5%
Modeling
4%