{"id":"https://openalex.org/W2125099709","doi":"https://doi.org/10.1509/jmkg.72.6.065","title":"Brand Communities and New Product Adoption: The Influence and Limits of Oppositional Loyalty","display_name":"Brand Communities and New Product Adoption: The Influence and Limits of Oppositional Loyalty","publication_year":2008,"publication_date":"2008-10-10","ids":{"openalex":"https://openalex.org/W2125099709","doi":"https://doi.org/10.1509/jmkg.72.6.065","mag":"2125099709"},"language":"en","primary_location":{"id":"doi:10.1509/jmkg.72.6.065","doi":"https://doi.org/10.1509/jmkg.72.6.065","is_oa":false,"landing_page_url":"https://doi.org/10.1509/jmkg.72.6.065","pdf_url":null,"source":{"id":"https://openalex.org/S142990027","display_name":"Journal of Marketing","issn_l":"0022-2429","issn":["0022-2429","1547-7185"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-a-star","anvur-class-a","anvur-scientific","cwts-core","erih-plus","fnege-1-star","ft50","jufo-3","norway-2","poland-200","russia-white-list-1","utd24","vabb-shw"],"host_organization":"https://openalex.org/P4310320017","host_organization_name":"SAGE Publishing","host_organization_lineage":["https://openalex.org/P4310320017"],"host_organization_lineage_names":["SAGE Publishing"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Marketing","raw_type":"journal-article"},"volume":null,"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":null,"display_name":"Scott A. Thompson","orcid":null,"observed_orcids":[]},"institutions":[{"id":"https://openalex.org/I55732556","display_name":"Arizona State University","ror":"https://ror.org/03efmqc40","country_code":"US","type":"education","lineage":["https://openalex.org/I55732556"]}],"countries":["US"],"is_corresponding":true,"raw_author_name":"Scott A. Thompson","raw_affiliation_strings":["W.P. Carey School of Business, Arizona State University","W.P. Carey School of Business</br>Arizona State University"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"W.P. Carey School of Business, Arizona State University","institution_ids":["https://openalex.org/I55732556"]},{"raw_affiliation_string":"W.P. Carey School of Business</br>Arizona State University","institution_ids":["https://openalex.org/I55732556"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5075032612","display_name":"Rajiv K. Sinha","orcid":"https://orcid.org/0000-0001-7589-7455","observed_orcids":["https://orcid.org/0000-0001-7589-7455"]},"institutions":[{"id":"https://openalex.org/I55732556","display_name":"Arizona State University","ror":"https://ror.org/03efmqc40","country_code":"US","type":"education","lineage":["https://openalex.org/I55732556"]}],"countries":["US"],"is_corresponding":true,"raw_author_name":"Rajiv K. Sinha","raw_affiliation_strings":["W.P. Carey School of Business, Arizona State University","W.P. Carey School of Business</br>Arizona State University"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"W.P. Carey School of Business, Arizona State University","institution_ids":["https://openalex.org/I55732556"]},{"raw_affiliation_string":"W.P. Carey School of Business</br>Arizona State University","institution_ids":["https://openalex.org/I55732556"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":["https://openalex.org/A5075032612"],"corresponding_institution_ids":["https://openalex.org/I55732556"],"apc_list":{"value":5400,"currency":"USD","value_usd":5400},"apc_paid":null,"fwci":63.1427,"has_fulltext":false,"cited_by_count":426,"citation_normalized_percentile":{"value":0.99900566,"is_in_top_1_percent":true,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":97,"max":100},"biblio":{"volume":"72","issue":"6","first_page":"65","last_page":"80"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.9711999893188477,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.9711999893188477,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10609","display_name":"Digital Marketing and Social Media","score":0.018300000578165054,"subfield":{"id":"https://openalex.org/subfields/3312","display_name":"Sociology and Political Science"},"field":{"id":"https://openalex.org/fields/33","display_name":"Social Sciences"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.0026000000070780516,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/brand-community","display_name":"brand community","score":0.9990000128746033},{"id":"https://openalex.org/keywords/new-product-adoption","display_name":"new product adoption","score":0.9359999895095825},{"id":"https://openalex.org/keywords/brand-loyalty","display_name":"brand loyalty","score":0.7440000176429749},{"id":"https://openalex.org/keywords/community-engagement","display_name":"community participation","score":0.6029999852180481},{"id":"https://openalex.org/keywords/membership-duration","display_name":"membership duration","score":0.9869999885559082},{"id":"https://openalex.org/keywords/competing-brands","display_name":"competing brands","score":0.8700000047683716},{"id":"https://openalex.org/keywords/consumer-behavior","display_name":"consumer behavior","score":0.7310000061988831}],"concepts":[{"id":"https://openalex.org/C2780144342","wikidata":"https://www.wikidata.org/wiki/Q1900653","display_name":"Brand loyalty","level":2,"score":0.7695502042770386},{"id":"https://openalex.org/C2776967331","wikidata":"https://www.wikidata.org/wiki/Q1132131","display_name":"Loyalty","level":2,"score":0.6950525045394897},{"id":"https://openalex.org/C90673727","wikidata":"https://www.wikidata.org/wiki/Q901718","display_name":"Product (mathematics)","level":2,"score":0.668944239616394},{"id":"https://openalex.org/C2775834023","wikidata":"https://www.wikidata.org/wiki/Q2989307","display_name":"Brand community","level":3,"score":0.661277174949646},{"id":"https://openalex.org/C162853370","wikidata":"https://www.wikidata.org/wiki/Q39809","display_name":"Marketing","level":1,"score":0.5587149858474731},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.5394163727760315},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.5266925096511841},{"id":"https://openalex.org/C112758219","wikidata":"https://www.wikidata.org/wiki/Q16038819","display_name":"Duration (music)","level":2,"score":0.5238471031188965},{"id":"https://openalex.org/C152455256","wikidata":"https://www.wikidata.org/wiki/Q1900597","display_name":"Brand awareness","level":2,"score":0.49389487504959106},{"id":"https://openalex.org/C49261128","wikidata":"https://www.wikidata.org/wiki/Q1132455","display_name":"Hazard","level":2,"score":0.4326567053794861},{"id":"https://openalex.org/C147101817","wikidata":"https://www.wikidata.org/wiki/Q13443840","display_name":"Product category","level":3,"score":0.4212539792060852},{"id":"https://openalex.org/C33923547","wikidata":"https://www.wikidata.org/wiki/Q395","display_name":"Mathematics","level":0,"score":0.06303656101226807},{"id":"https://openalex.org/C124952713","wikidata":"https://www.wikidata.org/wiki/Q8242","display_name":"Literature","level":1,"score":0.0},{"id":"https://openalex.org/C142362112","wikidata":"https://www.wikidata.org/wiki/Q735","display_name":"Art","level":0,"score":0.0},{"id":"https://openalex.org/C185592680","wikidata":"https://www.wikidata.org/wiki/Q2329","display_name":"Chemistry","level":0,"score":0.0},{"id":"https://openalex.org/C2524010","wikidata":"https://www.wikidata.org/wiki/Q8087","display_name":"Geometry","level":1,"score":0.0},{"id":"https://openalex.org/C178790620","wikidata":"https://www.wikidata.org/wiki/Q11351","display_name":"Organic chemistry","level":1,"score":0.0}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.1509/jmkg.72.6.065","doi":"https://doi.org/10.1509/jmkg.72.6.065","is_oa":false,"landing_page_url":"https://doi.org/10.1509/jmkg.72.6.065","pdf_url":null,"source":{"id":"https://openalex.org/S142990027","display_name":"Journal of Marketing","issn_l":"0022-2429","issn":["0022-2429","1547-7185"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-a-star","anvur-class-a","anvur-scientific","cwts-core","erih-plus","fnege-1-star","ft50","jufo-3","norway-2","poland-200","russia-white-list-1","utd24","vabb-shw"],"host_organization":"https://openalex.org/P4310320017","host_organization_name":"SAGE Publishing","host_organization_lineage":["https://openalex.org/P4310320017"],"host_organization_lineage_names":["SAGE Publishing"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Marketing","raw_type":"journal-article"},{"id":"doi:10.1509/jmkg.72.6.65","doi":"https://doi.org/10.1509/jmkg.72.6.65","is_oa":false,"landing_page_url":"https://doi.org/10.1509/jmkg.72.6.65","pdf_url":null,"source":{"id":"https://openalex.org/S142990027","display_name":"Journal of Marketing","issn_l":"0022-2429","issn":["0022-2429","1547-7185"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-a-star","anvur-class-a","anvur-scientific","cwts-core","erih-plus","fnege-1-star","ft50","jufo-3","norway-2","poland-200","russia-white-list-1","utd24","vabb-shw"],"host_organization":"https://openalex.org/P4310320017","host_organization_name":"SAGE Publishing","host_organization_lineage":["https://openalex.org/P4310320017"],"host_organization_lineage_names":["SAGE Publishing"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of Marketing","raw_type":"journal-article"}],"best_oa_location":null,"sustainable_development_goals":[],"study_designs":[{"id":"https://openalex.org/study-designs/observational-study","display_name":"Observational Study"}],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":41,"referenced_works":["https://openalex.org/W1274131","https://openalex.org/W1497755493","https://openalex.org/W1510048147","https://openalex.org/W1969333510","https://openalex.org/W1975009779","https://openalex.org/W1978403340","https://openalex.org/W1981703326","https://openalex.org/W1985140164","https://openalex.org/W1990513740","https://openalex.org/W1997254581","https://openalex.org/W2006992531","https://openalex.org/W2021211227","https://openalex.org/W2027883876","https://openalex.org/W2028995298","https://openalex.org/W2044096503","https://openalex.org/W2047535429","https://openalex.org/W2056124784","https://openalex.org/W2064778451","https://openalex.org/W2074661292","https://openalex.org/W2081229662","https://openalex.org/W2092923369","https://openalex.org/W2117356399","https://openalex.org/W2121227792","https://openalex.org/W2131648886","https://openalex.org/W2135856408","https://openalex.org/W2145443603","https://openalex.org/W2152838072","https://openalex.org/W2169760325","https://openalex.org/W2314110168","https://openalex.org/W2326448563","https://openalex.org/W2326648176","https://openalex.org/W2417091276","https://openalex.org/W2419215203","https://openalex.org/W2990332672","https://openalex.org/W3123457844","https://openalex.org/W3145537405","https://openalex.org/W4211068185","https://openalex.org/W4245958676","https://openalex.org/W4255336661","https://openalex.org/W4285719527","https://openalex.org/W4293092812"],"related_works":["https://openalex.org/W2791212470","https://openalex.org/W4323544504","https://openalex.org/W2913718026","https://openalex.org/W2287011402","https://openalex.org/W1967732677","https://openalex.org/W2763182698","https://openalex.org/W395415622","https://openalex.org/W3006774951","https://openalex.org/W2598679921","https://openalex.org/W2805598882"],"abstract_inverted_index":{"Brand":[0],"communities":[1,93],"have":[2],"been":[3],"cited":[4],"for":[5],"their":[6,204,219],"potential":[7],"not":[8,118,199],"only":[9,119],"to":[10,18,43,159],"enhance":[11,215],"the":[12,29,49,59,71,79,103,121,129,135,157,163,179,216,223,226,232],"loyalty":[13,24,147],"of":[14,22,31,51,61,87,109,123,137,165,170,181,218,225,234],"members":[15,89,207],"but":[16,132],"also":[17,133],"engender":[19],"a":[20,99,115,125,152,173],"sense":[21],"oppositional":[23,146],"toward":[25],"competing":[26],"brands.":[27,143,186],"However,":[28,144],"impact":[30,217,233],"brand":[32,52,92,116,131,174,205,220,236],"community":[33,53,117,175,206,221],"membership":[34,56,82,113],"on":[35,58,78,150,222],"actual":[36],"new":[37,62,126,139,154,228],"product":[38,96,127,155],"adoption":[39,60,85,224],"behavior":[40,86],"has":[41],"yet":[42],"be":[44],"explored.":[45],"This":[46,187],"study":[47],"examines":[48],"effects":[50],"participation":[54,80,110,171],"and":[55,84,94,111,192],"duration":[57],"products":[63,140,183,229],"from":[64,70,128,141,184],"opposing":[65,142,235],"brands":[66],"as":[67,69],"well":[68],"preferred":[72,130],"brand.":[73],"Longitudinal":[74],"data":[75],"were":[76],"collected":[77],"behavior,":[81],"duration,":[83],"7506":[88],"spanning":[90],"four":[91],"two":[95],"categories.":[97],"Using":[98],"hazard":[100],"modeling":[101],"approach,":[102],"authors":[104,210],"find":[105],"that":[106],"higher":[107,168],"levels":[108,169],"longer-term":[112],"in":[114,162,172],"increase":[120,178],"likelihood":[122,136,180],"adopting":[124,138,182],"decrease":[134],"such":[145],"is":[148,156,189],"contingent":[149],"whether":[151],"competitor's":[153],"first":[158],"market.":[160],"Furthermore,":[161],"case":[164],"overlapping":[166],"memberships,":[167],"may":[176],"actually":[177],"rival":[185],"finding":[188],"both":[190],"surprising":[191],"disconcerting":[193],"because":[194],"marketing":[195],"managers":[196,213],"usually":[197],"do":[198],"know":[200],"which":[201],"other":[202],"memberships":[203],"possess.":[208],"The":[209],"discuss":[211],"how":[212],"can":[214],"company's":[227],"while":[230],"limiting":[231],"communities.":[237]},"counts_by_year":[{"year":2026,"cited_by_count":3},{"year":2025,"cited_by_count":11},{"year":2024,"cited_by_count":16},{"year":2023,"cited_by_count":19},{"year":2022,"cited_by_count":19},{"year":2021,"cited_by_count":22},{"year":2020,"cited_by_count":27},{"year":2019,"cited_by_count":34},{"year":2018,"cited_by_count":34},{"year":2017,"cited_by_count":31},{"year":2016,"cited_by_count":30},{"year":2015,"cited_by_count":36},{"year":2014,"cited_by_count":29},{"year":2013,"cited_by_count":28},{"year":2012,"cited_by_count":29}],"updated_date":"2026-10-16T09:59:22.235173","created_date":"2016-06-24T00:00:00"}
