Browsing by Author "Bayarassou, Oula"

Now showing items 1-5 of 5

    • Beyond Brand Personality: Building Consumer-Brand Emotional Relationship 

      Becheur, Imene; Bayarassou, Oula; Ghrib, Hela ( Sage Publications India Pvt. Ltd , 2017 , Article)
      This research aims to study the relationships between brand personality and commitment towards brands. More specifically, the study objective is to determine whether brand personality is the antecedent of brand love, and ...

    • "Fight or flight": coping responses to brand hate 

      Bayarassou, Oula; Becheur, Imene; Valette-Florence, Pierre ( Emerald Group Holdings Ltd. , 2020 , Article)
      Purpose: This study aims to investigate the interplay between brand and consumer personalities in shaping brand hate and its consequences. More specifically, it investigates the relationship between fallacious character ...

    • Generational Differences in Brand Hate: An Abstract 

      Bayarassou, Oula; Valette-Florence, Pierre; Becheur, Imene ( Springer Nature , 2022 , Book chapter)
      Consumer-brand relationships researchers are manifesting an increased interest in investigating the concept of brand hate (e.g., Fetscherin 2019; Kucuk 2019; Zarantonello 2016). In line with this research mainstream, this ...

    • I Hate This Brand! A Classification of Brand Haters Based on their Motivations and Reactions: An Abstract 

      Bayarassou, Oula; Becheur, Imene; Valette-Florence, Pierre ( Springer Nature , 2020 , Book chapter)
      In the last decade, the widespread access to the Internet has favored the emergence of anti-brand communities that allow customers to express their hate feelings towards companies, their employees and their brands (Kucuk ...

    • New Social Media Cinderella's: On the Double Effect of Underdog Status and Homophily on SMI Perceptions and Buying Intentions: An Abstract 

      Bayarassou, Oula; Cherif, Emna; Guizani, Haythem; Becheur, Imene ( Springer Nature , 2023 , Book chapter)
      With the rise of digitalization processes within firms, brands' significant presence on social media has become crucial for creating added value to consumers. Therefore, creating a distinct brand image and deciding which ...