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- Title
Us Versus Them: Oppositional Brand Loyalty and the Cola Wars.
- Authors
Muniz Jr., Albert M.; Hamer, Lawrence O.
- Abstract
The article discusses the findings of a study on consumer oppositional brand loyalty behavior in a social environment. A study was done by the authors, monitoring consumer messages posted to Usenet newsgroups on the Internet. The research specifically focused on analyzing brand loyalty among consumers of soft drinks and their preference between Coca-Cola or Pepsi. The authors noticed that consumers tended to identify themselves by the brands they consume as well as those they didn't. Also, consumers would show their opposition to competing brands by initiating and participating in debates over the products and opposing consumers.
- Subjects
BRAND loyalty; CONSUMER behavior; CONSUMER preferences; INTERNET forums; USENET (Computer network); CONSUMER attitudes; ONLINE chat; COMPUTER bulletin boards; PEPSICO Inc.; COCA-Cola Co.
- Publication
Advances in Consumer Research, 2001, Vol 28, Issue 1, p355
- ISSN
0098-9258
- Publication type
Article