Brand Hate: Impact of the Fallacious Brand Character and the Moderating Role of the Consumer’s Narcissistic Trait

Oula Bayarassou, Bécheur Imène and Rita Valette-Florence ()
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Oula Bayarassou: IPAG Business School
Rita Valette-Florence: CERAG - Centre d'études et de recherches appliquées à la gestion - UGA - Université Grenoble Alpes

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Date: 2019-01-01
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Published in 6th International Consumer Brand Relationships Conference, Jan 2019, Cancun, Mexique, Mexique

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