Exploring the moderating role of ethics position between community commitment and oppositional loyalty in Huawei's brand communities

Guo Cheng, Wenjie Li, Dongyang Si, Dalin Li and Xiaoyun Han

Journal of Retailing and Consumer Services, 2025, vol. 84, issue C

Abstract: The management of brand communities is increasingly challenged by oppositional loyalty. This study aims to investigate how community commitment influences oppositional loyalty behaviors and assess the moderating role of ethics position in these relationships. To explore this issue comprehensively, we classify oppositional behaviors into two categories: positive behaviors, such as willingness to pay more (WTP) and brand love, and negative behaviors, which include schadenfreude and anti-brand actions. We used structural equation modeling to analyze data from 461 active participants in Huawei's smartphone communities. The findings show that community commitment significantly influences four aspects of oppositional loyalty. An elevated ethics position strengthens the link between community commitment and both WTP and brand love while weakening the association between community commitment and anti-brand actions. The results highlight the critical role of the ethics position in mitigating negative oppositional behaviors and enhancing positive loyalty outcomes. This research advances the theoretical understanding of ethical marketing and oppositional loyalty, providing actionable insights for fostering healthier brand community dynamics in virtual environments.

Keywords: Community commitment; Ethics position; Willingness to pay more; Brand love; Anti-Brand actions; Schadenfreude (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:84:y:2025:i:c:s0969698924005083

DOI: 10.1016/j.jretconser.2024.104212

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