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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). Regional animosity was investigated as a moderating variable. Data were collected from 602 food and beverage buyers. Results indicated that both identification and ethnocentrism triggered brand defense, while only ethnocentrism induced oppositional loyalty. Brand defense mediated identification/ethnocentrism relationships with oppositional loyalty. Animosity moderated model relationships with oppositional loyalty. Oppositional loyalty and brand defense are also explored as consequences of place-of-origin constructs, enriching the literature and examining unexplored relationships in this context.

Will You Support or Oppose? The Impact of Region-of-Origin Bias on Oppositional Loyalty