在品牌社群中，成員為了擁護所支持的品牌，可能對其他競爭品牌產生負面想 法，甚至衍生敵對的行為，此種心理上的認知稱為對立品牌忠誠。本研究從社會認同 理論與情緒的觀點探討對立品牌忠誠的影響過程。本研究以Mobile01 的智慧型手機 品牌論壇之成員進行問卷調查，共取得299 份有效問卷，並使用PLS 加以分析。研 究結果顯示，認同所屬之線上品牌社群的成員，會提昇其對該品牌的認同；社群成員 的品牌認同，會提高自我品牌連結；自我品牌連結會提升對於所喜好品牌之正向情緒 以及對於敵對品牌之負向情緒；而對於所喜好品牌之正向情緒以及對於敵對品牌之負 向情緒會正向影響對立品牌忠誠。本研究並依照結果提出學術與管理意涵，以供企業 在線上品牌社群營運之參考。

Oppositional brand loyalty is a psychological phenomenon observed among members of a brand community who hold negative and opposing views or even exhibit adversarial behaviors towards rival brands. This study is from the perspectives on social identity theory and emotions to explore oppositional brand loyalty. Using a sample of smartphone communities from multi-brand forum Mobile01 in Taiwan, we collected 299 valid samples and the data were analyzed using the partial least squares (PLS) method. The analytical results indicate members who identified with their own online brand community will identify with the brand related to the same community increasingly; members with brand identification would further enhance self-brand connections; self-brand connections makes members hold positive emotion to favored brand and negative emotion to rival brand; positive emotion to favored brand and negative emotion to rival brand have positive effects on oppositional brand loyalty. Based on these findings, theoretical and managerial implications are provided.