Browsing by Author "Becheur, Imene"
Now showing items 1-10 of 10
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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 ... -
Celebrity endorsements: Investigating the interactive effects of internalization, identification and product type on consumers’ attitudes and intentions
El Hedhli, Kamel; Zourrig, Haithem; Becheur, Imene (2021 , Article)In line with Kang and Herr's work (2006), this research questions the ELM's contention that celebrity credibility serves foremost as a peripheral element in a persuasive communication context. Nevertheless, in a different ... -
"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 ... -
Free Will or Determinism: When Fate Attributions Affect Persuasion in Road Safety Campaigns Using Fear and Guilt-An Extended Abstract
Becheur, Imene; Guizani, Haithem ( Springer Nature , 2017 , Book chapter)Belief in fate has been studied in many fields such as anthropology, philosophy, psychology, social sciences, and even biology (Goodwin et al. 2002) and is commonly defined as a "Mysterious force, generated and directed ... -
From Elicitation to Persuasion: Assessing the Structure and Effectiveness of Differential Emotions in Anti-Drunk-Driving Campaigns
Becheur, Imene; Das, Amit ( Taylor & Francis , 2017 , Article)In this paper, we test whether the DES III structure of emotions as described by Izard (1977) can be found in self-report data collected in the context of a campaign to deter drunk driving. Indeed, when exposed to a shocking ... -
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 ... -
The influence of culture on consumer perceptions of deceptiveness
Zourrig, Haithem; Zhang, Mengxia; El Hedhli, Kamel; Becheur, Imene (2021 , Article)Purpose: This study aims to apply McCornack’s (1992) information manipulation theory to the context of fraud and investigates the effects of culture on perceived deceptiveness. Design/methodology/approach: In total, 400 ... -
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 ... -
Shopping well-being: the role of congruity and shoppers’ characteristics
El Hedhli, Kamel; Becheur, Imene; Zourrig, Haithem; Chaouali, Walid ( emerald insight , 2021 , Article)Purpose: Although shopping well-being has become a focal construct in retail shopping studies, little is known about the key drivers of this construct. This study aims to further discern some of the key antecedents of ...