Insaf KHELLADI est enseignant-chercheur à l’EMLV Business School (Paris). Elle est titulaire d’un doctorat en gestion (Université de la Côte d’Azur), d’un MBA en finance (IAE Nice) et d’une licence en économie financière (Université d’Alger). Elle a une vaste expérience de l’enseignement (niveaux undergrad / master / MBA / DBA). Elle a publié dans des revues telles que JBR, TFSC, IEEE Transactions on Engineering Management, International Marketing Review, Journal of Technology Transfer.
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This cross-cultural study (individualist vs. collectivist culture) applies the levels of representation theory to explore the impact of cause familiarity on brand attitudes and the mediating effect of cause-brand fit. The research also examines the moderating role of perceived betrayal in the relationship between cause-brand fit and brand attitude. The data, collected from 455 French and Turkish participants via snowball sampling, reveal a significant influence of cause familiarity on brand attitude. Attitude towards fit in a cause-brand alliance acts as a mediator, while perceived betrayal moderates this relationship, highlighting the positive effects of alignment with a familiar cause on brand attitude and underscoring the crucial importance of fit in such alliances.
REZAEE VESSAL Saeedeh - EMLV |
KHELLADI Insaf - EMLV |
- Recherche
- Développement Durable et RSE, Marketing, Vente et Communication