Imène Becheur

“Fight or flight”: coping responses to brand hate

Oula Bayarassou, Imène Becheur, Pierre Valette‐Florence · Journal of Product & Brand Management · 2020 · 89 citations

Customer Satisfaction, Social Psychology, Consumer Research +20

Celebrity endorsements: Investigating the interactive effects of internalization, identification and product type on consumers’ attitudes and intentions

Kamel El Hedhli, Haithem Zourrig, Imène Becheur · Journal of Retailing and Consumer Services · 2020 · 69 citations · Full text

Beyond Brand Personality: Building Consumer–Brand Emotional Relationship

Imène Becheur, Oula Bayarassou, Hela Ghrib · Global Business Review · 2017 · 39 citations

Brand Equity, Brand Personality, Personal Branding +15

The use of negative emotions in health communication messages: Study of the effects of fear, guilt, and shame

Imène Becheur, Pierre Valette‐Florence · Recherche et Applications en Marketing (English Edition) · 2014 · 28 citations

Young Students, Health Communication Philosophy, Affective Variable +26

Emotions of Fear, Guilt Or Shame in Anti-Alcohol Messages: Measuring Direct Effects on Persuasion and the Moderating Role of Sensation Seeking

Imène Becheur, Hayan Dib, Dwight Merunka et al. · ACR European Advances · 2007 · 28 citations

Behavioral Sciences, Behavioral Decision Making, Alcohol Dependence +14