BAYARASSOU Oula

EM Normandie

Professeure Assistante en Marketing

Oula BAYARASSOU holds a PhD in Management Sciences (specialism: Marketing) from Grenoble Alpes University. Her doctoral work, dealing with brand hatred, won two awards: the Cercle Marketing Client- Spécial thèse prize (class of 2021) and first prize in the “Ma thèse (filmée) en 180 sec” competition – 1st edition – 35th International Congress of the AFM (French Marketing Association) in May 2019. Her research focuses on brand-consumer relations, emotions and feelings towards brands, consumer psychology and qualitative and mixed methodologies.

Videos from this author

02:59

What is femvertising?

Femvertising is a term for advertising that utilizes pro-female talent, messaging, and imagery to empower and uplift women and girls. It is a successful approach for brands to create a positive emotional connection with their consumers through a sense of pride and inspiration that drives deeper engagement and brand loyalty. When brands use pro-female messages for profit without a genuine commitment to gender equality and body inclusivity, femvertising risks being perceived as a form of opportunism. This lack of authenticity in advertising can lead to femwashing.

BAYARASSOU Oula - EM Normandie |

Management Dictionary
Marketing, Sales and Communication

04:11

How much can you hate a brand?

Brand Hate encompasses a variety of negative emotions towards a brand, such as anger, disgust, contempt, and disappointment. It is often rooted in ideological incompatibility, which refers to a conflict between a brand's values and those of the consumer, as well as negative experiences and corporate misconduct. In addition, symbolic or image incongruence can contribute to brand hate, particularly when there's a mismatch between the typical image of a brand and the consumer's self-image. In response to these feelings of brand hate, consumers typically adopt one of two coping strategies: avoidance, similar to a flight response, or revenge, similar to a fight response.

BAYARASSOU Oula - EM Normandie |