Výsledky vyhledávání - "Oula Bayarassou"

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

Autor: Oula Bayarassou, Emna Cherif, Haythem Guizani, Imene Becheur

Publikováno v: Optimistic Marketing in Challenging Times: Serving Ever-Shifting Customer Needs ISBN: 9783031246869

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 digital channels will enable

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::a5d410eae622a3abadef8b795c758da6
https://hdl.handle.net/10576/42407

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The Effect of Product and Brand Personalization of Online-Personalized Ads: An Abstract

Autor: Emna Cherif, Oula Bayarassou

Publikováno v: Optimistic Marketing in Challenging Times: Serving Ever-Shifting Customer Needs ISBN: 9783031246869

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_________::4957c0c9e1e71c88055770e00ea10e1a
https://doi.org/10.1007/978-3-031-24687-6_26

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Generational Differences in Brand Hate: An Abstract

Autor: Oula Bayarassou, Pierre Valette-Florence, Imene Becheur

Publikováno v: Developments in Marketing Science: Proceedings of the Academy of Marketing Science ISBN: 9783030898823

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 paper aims to further discer

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::942e6e1eec03b368a3a1704b0f3edd27
https://hdl.handle.net/10576/42408

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'Fight or flight': coping responses to brand hate

Autor: Oula Bayarassou, Pierre Valette-Florence, Imene Becheur

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 of the brand, brand betrayal fe

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::d4ecfa09a3bdc148b97aa058e860fff6
https://hdl.handle.net/10576/42409

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

Autor: Pierre Valette-Florence, Imene Becheur, Oula Bayarassou

Publikováno v: Marketing Opportunities and Challenges in a Changing Global Marketplace ISBN: 9783030391645

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 2016). According to Kucuk (20

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::df9edfa3c8e4658c897776f10a3f781d
https://doi.org/10.1007/978-3-030-39165-2_36

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Beyond Brand Personality: Building Consumer–Brand Emotional Relationship

Autor: Imene Becheur, Oula Bayarassou, Hela Ghrib

Publikováno v: Global Business Review. 18:S128-S144

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 then, if brand love has an im

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::0c0c770944b03fde056b8152ccfc1d16
https://doi.org/10.1177/0972150917693160

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