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Conference Paper
Bayarassou, Oula, Emna Cherif, Haythem Guizani, and Imène Bécheur. "New social media cinderella’s: on the double effect of underdog status and homophily on SMI perceptions and buying intentions: an abstract." In Optimistic Marketing in Challenging Times: Serving Ever-Shifting Customer Needs, edited by Bruna Jochims and Juliann Allen, 69-70. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer Nature Switzerland, 2023.
Bayarassou, Oula, and Pierre Valette-Florence. "La haine envers la marque: étude exploratoire grâce au protocole du mur d'images en ligne." In 33ème Colloque International de l'Association Française du Marketing (AFM). Tours, France, 2017.
Bayarassou, Oula, Imène Bécheur, and Pierre Valette-Florence. "I hate this brand! A classification of brand haters based on their motivations and reactions." In AMS Annual Conference. Canada, Vancouver, 2019.
Bayarassou, Oula, Imène Bécheur, and Pierre Valette-Florence. "Brand Hate: Impact of the Fallacious Brand Character and the Moderating Role of the Consumer’s Narcissistic Trait." In 6th International Consumer Brand Relationships Conference. Cancun, Mexique, 2019.