Browsing by Author "Valette-Florence, Pierre"

Now showing items 1-3 of 3

    • "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 ...