, La structure de la haine envers la marque est validée par l'analyse factorielle

J. Aaker, Dimensions of brand personality, Journal of Marketing Research, vol.34, issue.3, pp.347-356, 1997.

J. Aaker, S. Fournier, and S. A. Brasel, When good brands do bad, Journal of Consumer Research, vol.31, pp.1-16, 2004.

P. Aggarwal and A. L. Mcgill, Is that car smiling at me? Schema congruity as a basis for evaluating anthropomorphized products, Journal of Consumer Research, vol.34, issue.4, pp.468-479, 2007.

I. Ajzen and M. Et-fishbein, Attitudes and the attitude-behavior relation: reasoned and automatic processes, European Review of Social Psychology, vol.11, issue.1, pp.1-33, 2000.

J. W. Alba and R. J. Lutz, Broadening (and narrowing) the scope of brand relationships, Journal of Consumer Psychology, vol.23, issue.2, pp.265-268, 2013.

N. Albert, Le Sentiment d'amour pour une marque: Conceptualisation, mesure et applications. Thèse de doctorat en sciences de gestion, 2009.

N. Albert, D. Merunka, and P. Valette-florence, When consumers love their brands: Exploring the concept and its dimensions, Journal of Business Research, vol.61, issue.10, pp.1062-1075, 2008.
URL : https://hal.archives-ouvertes.fr/hal-01822299

G. W. Allport, Attitudes, A Handbook of Social Psychology, pp.798-844, 1935.

G. W. Allport, The nature of prejudice, 1979.

A. Amine and Y. Gicquel, Rethinking resistance and anti-consumption behaviours in the light of the concept of deviance, European Journal of Marketing, vol.45, issue.11, pp.1809-1819, 2011.
URL : https://hal.archives-ouvertes.fr/hal-01193337

C. Anderson and J. L. Berdahl, The experience of power: examining the effects of power on approach and inhibition tendencies, Journal of Personality and Social Psychology, vol.83, issue.6, pp.1362-1377, 2002.

J. Andreani and F. Et-conchon, Les méthodes d'évaluation de la validité des enquêtes qualitatives en marketing, Actes du 3ème Congrès International sur les tendances du Marketing en Europe, pp.1-36, 2003.

J. Andréani, L'interview qualitative marketing. Revue Française du Marketing, 168/169, pp.7-37, 1998.

K. Aquino, T. M. Tripp, and R. J. Bies, Getting Even or Moving On? Power, Procedural Justice, and Types of Offense as Predictors of Revenge, Forgiveness, Reconciliation, and Avoidance in Organizations, Journal of Applied Psychology, vol.91, issue.3, pp.653-668, 2006.

H. Arendt, Eichmann à Jérusalem: rapport sur la banalité du mal, 1964.

. Aristote, Rhétorique des passions, Rivages poche / petite bibliothèque, 1989.

J. Arndt, Role of product-related conversations in the diffusion of a new product, Journal of Marketing Research, vol.4, pp.291-295, 1967.

E. Arnould, Consumer Culture Theory (CCT): twenty years of research, European Advances in Consumer Research, vol.7, pp.605-607, 2005.

E. J. Arnould and M. Wallendorf, Market oriented ethnography interpretation builing and marketing strategy formulation, Journal of Marketing Research, vol.31, pp.484-504, 1994.

L. G. Aspinwall and S. E. Taylor, Modeling cognitive adaptation: a longitudinal investigation of the impact of individual differences and coping on college adjustment and performance, Journal of personality and social psychology, vol.63, issue.6, pp.989-1003, 1992.

J. R. Averill, Anger and aggression: an essay on emotion, 1984.

R. P. Bagozzi and R. E. Burnkrant, Attitude organization and the attitude-behavior relationship, Journal of Personality and Social Psychology, vol.37, issue.6, pp.913-929, 1979.

R. P. Bagozzi and U. M. Et-dholakia, Intentional social action in virtual communities, Journal of Interactive Marketing, vol.16, issue.2, pp.2-21, 2002.

R. P. Bagozzi, M. Gopinath, and P. U. Nyer, The role of emotions in marketing, Journal of the Academy of Marketing Science, vol.27, issue.2, pp.184-206, 1999.

F. Baider, Haine et colère : approche socio-cognitive et explicitation en métalangue sémantique naturelle, SHS Web of Conferences, vol.1, pp.1701-1717, 2012.

A. A. Bailey, Thiscompanysucks.com: the use of the Internet in negative consumer-toconsumer articulations, Journal of Marketing Communications, vol.10, issue.3, pp.169-182, 2004.

J. Balswick and C. P. Avertt, Differences in expressiveness: gender, interpersonal orientation, and perceived parental expressiveness as contributing factors, Journal of Marriage and Family, vol.39, issue.1, pp.121-127, 1977.

A. S. Banikema and D. Et-roux, La propension à resister du consommateur : contribution à l'étude d'une disposition à s'opposer aux tentatives d'influence marchande, Recherche et Applications en Marketing, vol.29, issue.2, pp.34-59, 2014.

E. Banister and M. K. Hogg, Negative symbolic consumption and consumers' drive for self-esteem: the case of the fashion industry, European Journal of Marketing, vol.38, issue.7, pp.850-868, 2004.

E. N. Banister and M. K. Hogg, Possible selves: identifying dimensions for exploring the dialectic between positive and negative selves in consumer behaviour, Advances in Consumer Research, vol.30, pp.299-301, 2003.

L. Bardin, L'analyse de contenu PUF, 1977.

V. De-barnier and J. Lagier, La résistance à l'art contemporain Des attitudes et représentations des publics aux implications marketing, vol.68, pp.47-58, 2012.

B. Bartikowski, J. Chandon, and H. Et-gierl, Calibration internationale des échelles sémantiques. Décisions Marketing, pp.207-220, 2006.

R. Batra and M. B. Holbrook, Developing a typology of affective responses to advertising, Psychology & Marketing, vol.7, issue.1, pp.11-25, 1990.

R. Baumeister and W. K. Campbell, The intrinsic appeal of evil: Sadism, sensational thrills, and threatened egotism, Personality and Social Psychology Review, vol.3, issue.3, pp.210-221, 1999.

N. N. Bechwati and M. Et-morrin, Understanding voter vengeance, Journal of Consumer Psychology, vol.17, issue.4, pp.277-291, 2007.

R. W. Belk, Exchange taboos from an interpretive perspective, Journal of Consumer Psychology, vol.15, issue.1, pp.16-21, 2005.

M. Bénézech, La colère chez les auteurs de violence : une dimension fondamentale en psychiatrie légale. L'Évolution Psychiatrique, pp.1-9, 2016.

S. Benmoyal-bouzaglo and D. Guiot, Les stratégies de coping des adolescents confrontés à la critique de leurs pairs sur un choix de marque, Recherche et Applications en Marketing, vol.28, issue.2, pp.46-70, 2013.

A. Ben-ze'ev, The Subtlety of Emotions, 2001.

M. Bergadaà and B. Et-urien, Le risque alimentaire perçu comme risque vital de consommation. Émergences, adaptation et gestion, Revue Française de Gestion, vol.32, issue.162, pp.127-144, 2006.

Y. Bernard, La netnographie: Une nouvelle méthode d'enquète qualitative basée sur les communautés virtuelles de consommation, Décisions Marketing, vol.36, pp.49-63, 2004.

L. Bertrandias and M. Carricano, Le prix derrière l'écran : étude netnographique d'une communauté virtuelle professionnelle de Pricing Managers, vol.41, pp.53-66, 2006.

L. Bertrandias and A. Lapeyre, Les mécanismes de compensation mis en oeuvre par les consommateurs face à la baisse perçue de leur pouvoir d'achat. Revue Française du Marketing, pp.1-29, 2015.

J. Blascovich and J. Tomaka, Measures of Personality and Social Psychological Attitudes, pp.115-160, 1991.

H. P. Blum, Clinical and developmental dimensions of hate, Journal of the American Psychoanalytic Association, vol.45, issue.2, pp.358-375, 1997.

K. A. Bollen, Structural equations with latent variables, 1989.

A. Bontour, L'estime de soi : un facteur individuel pour mieux penser sa relation client ? Le Revue des Sciences de Gestion, vol.5, pp.75-83, 2015.

R. Bougie, R. Pieters, and M. Zeelenberg, Angry customers don't come back, they get back: the experience and behavioral implications of anger and dissatisfaction in services, Journal of the Academy of Marketing Science, vol.31, issue.4, pp.377-393, 2003.

P. Bourdieu, Méditations pascaliennes Seuil, 1997.

M. L. Bourgeois, M. Bénézech, and P. Et-le-bihan, La haine psychotique et le passage à l'acte destructeur, Annales Medico-Psychologiques, vol.163, issue.8, pp.656-661, 2005.

D. M. Boush, Cynicism and conformity as correlates of trust in product information sources, Journal of Current Issues and Research in Advertising, vol.15, issue.2, pp.71-79, 1993.

S. J. Breckler, Empirical validation of affect, behavior, and cognition as distinct components of attitude, Journal of Personality and Social Psychology, vol.47, issue.6, pp.1191-1205, 1984.

J. W. Brehm, Psychological reactance: theory and applications, Advances in Consumer Research, vol.16, pp.72-75, 1989.

J. W. Brehm and M. Mann, Effect of importance of freedom and attraction to group members on influence produced by group pressure, Journal of Personality and Social Psychology, vol.31, issue.5, pp.816-824, 1975.

S. S. Brehm and J. W. Brehm, Psychological Reactance: A theory of freedom and control, 1981.

F. ;. Brentano, J. Crane, and . Wolff, Psychology from an empirical standpoint Routledge, 1995.

J. P. Broonen, Le passé et l'avenir du concept de volition pour la psychologie de l'éducation et de la formation, vol.74, pp.3-17, 2007.

J. D. Brown and T. A. Mankowski, Self-esteem, mood, and self-evaluation: Changes in mood and the way you see you, Journal of Personality and Social Psychology, vol.64, issue.3, pp.421-430, 1993.

S. Brown, R. V. Kozinets, and J. F. Sherry, Teaching old brands new tricks: retro branding and the revival of brand meaning, Journal of Marketing, vol.67, issue.3, pp.19-33, 2003.

D. Bryson, G. Atwal, and P. Hultén, Towards the conceptualisation of the antecedents of extreme negative affect towards luxury brands, An International Journal, vol.16, issue.4, pp.393-405, 2013.

A. C. Butler, J. E. Hokanson, and H. A. Flynn, A comparison of self-esteem lability and low trait self-esteem as vulnerability factors for depression, Journal of Personality and Social Psychology, vol.66, issue.1, pp.166-177, 1994.

B. P. Buunk and T. Mussweiler, New directions in social comparison research, European Journal of Social Psychology, vol.31, issue.5, pp.467-475, 2001.

B. Byers, B. W. Crider, and G. K. Biggers, Bias crime motivation. A study of hate crime and offender neutralization techniques used against the Amish, Journal of Contemporary Criminal Justice, vol.15, issue.1, pp.78-96, 1999.

S. Capelli, P. Legrand, and W. Sabadie, Se taire, nier ou s'excuser : comment répondre à un appel au boycott ? Décisions Marketing, pp.71-82, 2012.

M. Carricano and F. Poujol, Analyse de données avec SPSS, 2008.

B. A. Carroll and A. C. Et-ahuvia, Some antecedents and outcomes of brand love, Marketing Letters, vol.17, issue.2, pp.79-89, 2006.

C. S. Carver, M. F. Scheier, and J. K. Et-weintraub, Assessing coping strategies: a theoretically based approach, Journal of Personality and Social Psychology, vol.56, issue.2, pp.267-283, 1989.

R. B. Cattell, The scree test for the number of factors, Multivariate Behavioral Research, vol.1, issue.2, pp.245-276, 1966.

A. Cava, Internet gripe sites: constitutionally protected free speech or cybersquatting? Judges balance the equities to decide, Journal of the Academy of Marketing Science, vol.33, issue.3, pp.377-379, 2005.

J. Cazeneuve, , 1971.

A. Chatzidakis and M. S. Lee, Anti-consumption as the study of reasons against, Journal of Macromarketing, vol.33, issue.3, pp.190-203, 2012.

A. Chaudhuri and M. B. Holbrook, The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty, The Journal of Marketing, vol.65, issue.2, pp.81-93, 2001.

T. Y. Chen, Hate violence as border patrol: an asian american theory of hate violence, Asian Law Journal, vol.7, pp.68-101, 2000.

H. Cherrier, Anti-consumption discourses and consumer-resistant identities, Journal of Business Research, vol.62, issue.2, pp.181-190, 2009.

H. Cherrier, I. R. Black, and M. Lee, Intentional non-consumption for sustainability: consumer resistance and/or anti-consumption?, European Journal of Marketing, vol.45, issue.11, pp.1757-1767, 2011.

H. Cherrier and J. B. Murray, Reflexive dispossession and the self: constructing a processual theory of identity, Consumption Markets et Culture, vol.10, issue.1, pp.1-29, 2007.

J. A. Chevalier and D. Et-mayzlin, The effect of word of mouth on sales: online book reviews, Journal of Marketing Research, vol.43, issue.3, pp.1-43, 2006.

W. W. Chin, Bootstrap cross-validation indices for PLS path model assessment, éd. Handbook of Partial Least Squares: Concepts, Methods and Applications, 2010.

J. Cho, The mechanism of trust and distrust formation and their relational outcomes, Journal of Retailing, vol.82, issue.1, pp.25-35, 2006.

S. Choi, Anti-consumption becomes a trend, SERI Quarterly, pp.117-120, 2011.

G. A. Churchill, A paradigm for better measures of marketing constructs, Journal of Marketing Research, vol.16, pp.64-73, 1979.

K. Cissé-depardon and G. Goala, Les effets de la satisfaction , de la confiance et de l'engagement vis-à-vis d'une marque sur la participation des consommateurs à un boycott, Recherche et Applications en Marketing, vol.24, issue.1, pp.43-67, 2009.

M. A. Clee and R. A. Wicklund, Consumer behavior and psychological reactance, Journal of Consumer Research, vol.6, issue.4, pp.389-405, 1980.

A. G. Close and G. M. Et-zinkhan, Market-resistance and valentine's day events, Journal of Business Research, vol.62, issue.2, pp.200-207, 2009.

J. Cosnier, Psychologie des emotions et des sentiments, 2006.

W. J. Coster and L. E. Et-jaffe, Currant concepts of children's perceptions of control, The American Journal of Occupational Therapy, vol.45, issue.1, pp.19-25, 1991.

B. Cova and V. Carrere, Les communautés de passionnés de marque: opportunité ou menace sur le net? Revue française du marketing, pp.119-130, 2002.

E. P. Cox, The optimal number of response alternatives of a scale: a review, Journal of Marketing Research, vol.27, pp.407-422, 1980.

C. Cristau, L'attachement à une marque : conjonction de la dépendance et de l'amitié. Revue Française de Marketing, vol.207, 2006.

J. Crocker and C. T. Wolfe, Contingencies of self-worth, Psychological Review, vol.108, issue.3, pp.593-623, 2001.

J. G. Cromie and M. T. Ewing, The rejection of brand hegemony, Journal of Business Research, vol.62, issue.2, pp.218-230, 2009.

D. P. Crowne and D. Marlowe, Social desirability independent of psychopathology, Journal of Consulting Psychology, vol.24, pp.349-354, 1960.

D. Dalli, The brand dislike construct: scale development and application to actual brands, Advances in Consumer Research, vol.34, pp.680-682, 2007.

D. Dalli, S. Romani, and G. Gistri, Brand dislike: representing the negative side of consumer preferences, Advances in Consumer Research, vol.33, pp.87-95, 2006.

W. K. Darley and D. M. Johnson, Effects of female adolescent locus of control on shopping behaviour, fashion orientation and information search, International Review of Retail, Distribution et Consumer Research, vol.3, issue.2, pp.149-165, 1993.

D. Darpy and I. Prim-allaz, Le rôle de variables psychologiques individuelles dans un cadre relationnel, 23ème congrès international de l'Association Française du Marketing, pp.1-26, 2007.

D. Darpy and I. Prim-allaz, Réactance psychologique et confiance: le refus de l'engagement et les limites du marketing relationnel, Actes du 22ème congrès international de l'Association Française du Marketing, pp.1-29, 2006.

J. R. Davitz, The language of emotion Academic P, 1969.

S. Debbabi, M. Daassi, and S. Baile, Effect of online 3D advertising on consumer responses: the mediating role of telepresence, Journal of Marketing Management, vol.26, issue.9, pp.967-992, 2010.
URL : https://hal.archives-ouvertes.fr/halshs-00491733

J. Denegri-knott, D. Zwick, and J. E. Schroeder, Mapping consumer power: an integrative framework for marketing and consumer research, European Advances in Consumer Research, vol.40, issue.9, pp.950-971, 2006.

C. Derbaix and M. T. Pham, Pour un développement des mesures de l'affectif en marketing, synthèse des prérequis, Recherche et Applications en Marketing, vol.4, issue.4, pp.71-87, 1989.

W. C. Dessart and A. A. Et-kuylen, The nature, extent, causes and consequences of problematic debt situations, Journal of Consumer Policy, vol.9, pp.311-334, 1986.

E. Diday, Une nouvelle méthode en classification automatique et reconnaissance des formes. La méthode des nuées dynamiques, vol.19, pp.19-33, 1971.

L. Didellon and P. Valette-florence, L'utilisation des indices d'ajustement dans les modèles d'équations structurelles : présentation et recommandations d'usage, Actes des XIIèmes Journées des IAE, pp.111-125, 1996.

S. Dobscha and J. L. Ozanne, An ecofeminist analysis of environmentally sensitive women using qualitative methodology: the emancipatory potential of an ecological life, Journal of Public Policy & Marketing, vol.20, issue.2, pp.201-214, 2001.

J. Dollard, Frustration and agression, 1939.

J. F. Dovidio, P. Glick, L. A. Et-rudman, J. F. Dovidio, P. Glick et al., Instrumental relations among groups: group competition, conflict, and, 2008.

R. W. Dozier, Why we hate. Understanding, curbing, and eliminating hate in ourselves and our world, 2002.

P. A. Duarte and M. L. Et-raposo, A PLS model to study brand preference: an application to the mobile phone market, Handbook of Partial Least Squares, Concepts, Methods & Applications, pp.449-485, 2010.

E. Durkheim, Les formes élémentaires de la vie religieuse, 1915.

J. A. Edell and M. C. Burke, The Power of Feelings in Understanding Advertising Effects, Journal of Consumer Research, vol.14, issue.3, pp.421-433, 1987.

P. Ekman, An argument for basic emotions, Cognition and Emotion, vol.6, issue.3, pp.169-200, 1992.

P. Ekman, Emotions revealed: recognizing faces and feelings to improve communication and emotional life, 2003.

J. F. Engel, R. J. Kegerreis, and R. D. Blackwell, Word-of-mouth communication by the innovator, Journal of Marketing, vol.33, pp.15-19, 1969.

N. Epley, A. Waytz, and J. T. Cacioppo, On seeing human: a three-factor theory of anthropomorphism, Psychological Review, vol.114, issue.4, pp.864-886, 2007.

Y. Evrard, B. Pras, and E. Roux, Market : fondements et méthodes des recherches en marketing, 2009.

K. Faith, Resistance: lessons from foucault and feminism, et J, 1994.

É. Henderikus, . Power, and . Gender, Social Relations in Theory and Practice, pp.36-66

R. H. Fazio, Attitudes as object-evaluation associations of varying strength, Social Cognition, vol.25, issue.5, pp.603-637, 2007.

B. Fehr, A prototype approach to studying love, The New Psychology of Love, pp.225-246, 2006.

B. Fehr, Prototype analysis of the concepts of love and commitment, Journal of Personality and Social Psychology, vol.55, pp.557-579, 1988.

B. A. Fehr, Prototype analysis of the concepts of love and commitment. Doctoral thesis in philosophy, The university of British Columbia, 1986.

B. Fehr and R. Broughton, Gender and personality differences in conceptions of love: an interpersonal theory analysis, Personal Relationships, vol.8, issue.2, pp.115-136, 2001.

B. Fehr and . Russell, Concept of emotion viewed from a prototype perspective, Journal of Experimental Psychology: General, vol.113, issue.3, pp.464-486, 1984.

B. Fehr and . Russell, The concept of love viewed from a prototype perspective, Journal of Personality and Social Psychology, vol.60, issue.3, pp.425-438, 1991.

L. Festinger, A theory of social comparison processes, Human Relations Relat, vol.7, pp.117-140, 1954.

M. Filser, Le comportement du consommateur Filser, éd, 1994.

M. Fishbein and I. Et-ajzen, Belief, attitude, intention, and behavior: an introduction to theory and research, 1975.

J. Fitness and G. J. Fletcher, Emotion labelling in close relationships, New Zealand Journal of Psychology, vol.19, pp.63-69, 1990.

J. Fitness and G. J. Fletcher, Love, hate, anger, and jealousy in close relationships: a prototype and cognitive appraisal analysis, Journal of Personality and Social Psychology, vol.65, issue.5, pp.942-958, 1993.

G. J. Fletcher and J. Et-fitness, Occurrent social cognition in close relationship interaction: the role of proximal and distal variables, Journal of Personality and Social Psychology, vol.59, issue.3, pp.464-474, 1990.

G. L. Flett, Affect intensity and the appraisal of emotion, Journal of Research in Personality, vol.20, issue.4, pp.447-459, 1986.

J. Flowerdew, Reproduction, resistance and joint-production of language power: a Hong Kong case study, Journal of Pragmatics, vol.27, issue.3, pp.315-337, 1997.

V. S. Folkes, S. Koletsky, and J. L. Graham, A field study of causal inferences and consumer reaction: the view from the airport, Journal of Consumer Research, vol.13, pp.534-539, 1987.

S. Folkman, Personal control and stress and coping processes: a theoretical analysis, Journal of Personality and Social Psychology, vol.46, issue.4, pp.839-852, 1984.

C. Fornell and F. L. Bookstein, Two structural equations models: LISREL and PLS applied to consumer exit-voice theory, Journal of Marketing Research, vol.19, pp.440-452, 1982.

C. Fornell and D. F. Larcker, Evaluating structural equation models with unobservable variables and measurement error, Journal of Marketing Research, vol.28, pp.39-50, 1981.

M. Foucault, The Subject and power, Critical Inquiry, vol.8, issue.4, pp.777-795, 1982.

S. Fournier, Consumer resistance: societal motivations, consumer manifestations, and implications in the marketing domain, Advances in Consumer Research, vol.25, pp.88-91, 1998.

S. Fournier, Consumers and their brands: developing relationship theory in consumer research, Journal of Consumer Research, vol.24, pp.343-373, 1998.

S. Fournier, S. Dobscha, and D. Mick, The premature death of relationship marketing, Harvard Business Review, pp.42-51, 1998.

S. Fournier and J. L. Yao, Reviving brand loyalty: a reconceptualization within the framework of consumer-brand relationships, International Journal of Research in Marketing, vol.14, issue.5, pp.451-472, 1997.

K. Franklin, Antigay behaviors among young adults. Prevalence, patterns, and motivators in a noncriminal population, Journal of Interpersonal Violence, vol.15, issue.4, pp.339-362, 2000.

T. H. Freling and L. P. Forbes, An examination of brand personality through methodological triangulation, Journal of Brand Management, vol.13, issue.2, pp.148-162, 2005.

S. Freud, Métapsychologie Folio essa, 1968.

S. Freud, Gallimard, 1912.

M. Friedman, Consumer boycotts: effecting change through the marketplace and media, 1999.

M. Friedman, Consumer boycotts in the United States, 1970-1980: contemporary events in historical perspective, The Journal of Consumer Affairs, vol.19, issue.1, pp.96-117, 1985.

N. H. Frijda, éd. The nature of emotion: fundamental questions, pp.112-122, 1994.

N. H. Frijda, The duration of affective phenomena or emotions, sentiments and passions, International Review of Studies on Emotion. Chichester, pp.187-225, 1991.

N. H. Frijda, The emotions, 1986.

N. H. Frijda, The psychologists' point of view. In Handbook of emotions, pp.59-74, 2000.

N. H. Frijda, P. Kuipers, and E. Ter-schure, Relations among emotion, appraisal, and emotional action readiness, Journal of Personality and Social Psychology, vol.57, issue.2, pp.212-228, 1989.

J. Frisou, Confiance interpersonnelle et engagement : une réorientation béhavioriste, Recherche et Applications en Marketing, vol.15, issue.1, pp.63-80, 2000.

E. Fromm, The anatomy of human destructiveness, 1973.

J. Füller, G. Jawecki, and H. Mühlbacher, Développement de produits et services en coopération avec des communautés en ligne, Décisions Marketing, vol.48, pp.47-58, 2007.

R. Galdston, The longest pleasure: a psychoanalytic study of hatred, International Journal of Psycho-Analysis, vol.68, pp.371-378, 1987.

B. Gardner and C. Abraham, Psychological correlates of car use: a meta-analysis, Transportation Research Part F, vol.11, issue.4, pp.300-311, 2008.

D. E. Garrett, The effect of marketing policy boycotts: anvironmental opposition to marketing, Journal of Marketing, vol.51, pp.48-57, 1987.

D. Gefen, D. Straub, and M. Boudreau, Structural equation modelling and regression: guidelines for research practice. Communications of the association for information systems, vol.4, pp.1-77, 2000.

H. B. Gerard and J. M. Et-rabbie, Fear and social comparison, The Journal of Abnormal and Social Psychology, vol.62, issue.3, pp.586-592, 1961.

D. W. Gerbing and J. C. Anderson, An updated paradigm for scale development incorporating unidimensionality and its assessment, Journal of Marketing Research, vol.25, pp.186-192, 1988.

D. W. Gerbing and J. C. Anderson, Structural equation modeling in practice: a review and recommended two-step approach, Psychological Bulletin, vol.103, issue.3, pp.411-243, 1988.

J. Giannelloni and E. Vernette, Etudes de marché Vuibert, p.2, 2001.

F. X. Gibbons and B. P. Buunk, Individual differences in social comparison: development of a scale of social comparison orientation, Journal of Personality and Social Psychology, vol.76, issue.1, pp.129-142, 1999.

D. Gilbert, R. Giesler, and K. Morris, When comparisons arise, Journal of Personality and Social Psychology, vol.69, issue.2, pp.227-236, 1995.

A. Glucksmann, Le discours de la haine, 2004.

C. Goddard, The natural semantic metalanguage approach, B. Heine et H. Narrog, éd. The Oxford Handbook of Linguistic Analysis, pp.459-484, 2010.

D. Godes, The firm's management of social interactions, Marketing Letters, vol.16, issue.3-4, pp.415-428, 2005.

P. C. Govers and J. P. Schoormans, Product personality and its influence on consumer preference, Journal of Consumer Marketing, vol.22, issue.4, pp.189-197, 2005.

A. G. Greenwald, On defining attitude and attitude theory, éd. Psychological Foundations of Attitudes, pp.361-388, 1968.

Y. Grégoire and R. J. Fisher, Customer betrayal and retaliation: when your best customers become your worst enemies, Journal of the Academy of Marketing Science, vol.36, issue.2, pp.247-261, 2008.

Y. Grégoire, T. M. Tripp, and R. Legoux, When Customer Love Turns into Lasting Hate:The Effects of Relationship Strength and Time on Customer Revenge and Avoidance, Journal of Marketing, vol.73, issue.6, pp.18-32, 2009.

D. A. Griffith and Q. Chen, The influence of virtual direct experience (VDE) on on-line ad message effectiveness, Journal of Advertising, vol.33, issue.1, pp.55-68, 2004.

E. Grubb and G. Hupp, Perception of self, generalized stereotypes, and brand selection, Journal of Marketing Research, vol.5, issue.1, pp.58-63, 1968.

E. L. Grubb and H. L. Grathwohl, Consumer self-concept, symbolism and market behavior: a theoretical approach, Journal of Marketing, vol.31, issue.4, pp.22-27, 1967.

P. Gurviez and M. Korchia, Proposition d'une échelle de mesure multidimensionnelle de la confiance dans la marque, Recherche et Applications en Marketing, vol.17, issue.3, pp.1-21, 2002.

J. F. Hair, An assessment of the use of partial least squares structural equation modeling in marketing research, Journal of the Academy of Marketing Science, vol.40, issue.3, pp.414-433, 2012.

E. Halperin, Group-based hatred in intractable conflict in Israël, Journal of Conflict Resolution, vol.52, issue.5, pp.713-736, 2008.

E. Halperin, D. Canetti, and S. Kimhi, In love with hatred: rethinking the role hatred plays in shaping political behavior, Journal of Applied Social Psychology, vol.42, issue.9, pp.2231-2256, 2012.

E. Halperin and J. J. Gross, Intergroup anger in intractable conflict: Long-term sentiments predict anger responses during the Gaza War, Group Processes & Intergroup Relations, vol.14, pp.477-488, 2011.

V. Hamilton, G. H. Bower, N. H. Et-frijda, G. H. Hamilton, N. H. Bower et al., Cognitive perspectives on emotion and motivation, 1988.

D. W. Hamlyn, The phenomena of love and hate, Philosophy, vol.53, issue.203, pp.5-20, 1978.

A. Hamwi, Understanding effects of salesperson locus of control, Journal of Business & Industrial Marketing, vol.29, issue.1, pp.1-10, 2014.

T. Hanakawa, M. A. Dimyan, and M. Hallett, Motor planning, imagery, and execution in the distributed motor network: a time-course study with functional MRI, Cerebral Cortex, vol.18, pp.2775-2788, 2008.

L. J. Harrison-walker, E-complaining: a content analysis of an Internet complaint forum, Journal of Services Marketing, vol.15, issue.5, pp.397-412, 2001.

J. C. Hayton, D. G. Allen, and V. Scarpello, Factor retention decisions in exploratory factor analysis: a tutorial on parallel analysis, Organizational Research Methods, vol.7, issue.2, pp.191-205, 2004.

V. S. Helgeson and S. E. Taylor, Social comparisons and adjustment among cardiac patients, Journal of Applied Social Psychology, vol.23, issue.15, pp.1171-1195, 1993.

K. J. Hemphill and D. R. Et-lehman, Social comparisons and their affective consequences: the importance of comparison dimension and individual difference variables, Journal of Social and Clinical Psychology, vol.10, issue.4, pp.372-394, 1991.

T. Hennig-thurau and G. Walsh, Electronic word-of-mouth: motives for and consequences of reading customer articulations on the internet, International Journal of Electronic Commerce, vol.8, issue.2, pp.51-74, 2003.

J. Henseler, G. Hubona, and P. Ash, Using PLS path modeling in new technology research: updated guidelines. Industrial Management & Data Systems, vol.116, pp.2-20, 2016.

J. Henseler and M. Sarstedt, Goodness-of-fit indices for partial least squares path modeling, Computational Statistics, vol.28, issue.2, pp.565-580, 2013.

P. M. Herr, F. R. Kardes, and J. Kim, Effects of word-of-mouth and product-attribute information of persuasion: an accessibility-diagnosticity perspective, Journal of Consumer Research, vol.17, issue.4, pp.454-462, 1991.

P. Hetzel, Pratiques et tabous du marketing : segmenter par les critères ethniques et communautaires. Décisions Marketing, vol.32, pp.97-103, 2003.

A. O. Hirschman, Exit, voice and loyalty. Responses to decline in firms, organizations and states, 1970.

D. L. Hoffman, T. P. Novak, and A. Venkatesh, Has the Internet become indispensable ? In Association for Consumer Research, pp.37-43, 2004.

M. K. Hogg, Anti-constellations: exploring the impact of negation on consumption, Journal of Marketing Management, vol.14, pp.133-158, 1998.

M. K. Hogg and E. N. Banister, Dislikes, distastes and the undesired self: conceptualising and exploring the role of the undesired end state in consumer experience, Journal of Marketing Management, vol.17, pp.73-104, 2001.

M. K. Hogg, E. N. Banister, and C. A. Stephenson, Mapping symbolic (anti-) consumption, Journal of Business Research, vol.62, issue.2, pp.148-159, 2009.

C. J. Holahan and R. H. Et-moos, Personal and contextual determinants of coping strategies, Journal of Personality and Social Psychology, vol.52, issue.5, pp.946-955, 1987.

M. B. Holbrook and R. Batra, Assessing the role of emotions as mediators of consumer responses to advertising, Journal of Consumer Research, vol.14, issue.3, pp.404-420, 1987.

J. A. Hollander and R. L. Einwohner, Conceptualizing resistance, Sociological Forum, vol.19, issue.4, pp.533-554, 2004.

C. R. Hollenbeck and G. M. Et-zinkhan, Consumer activism on the internet: the role of antibrand communities, Advances in Consumer Research, vol.33, pp.479-485, 2006.

D. B. Holt, Why Do Brands Cause Trouble? A Dialectical Theory of Consumer Culture and Branding, Journal of Consumer Research, vol.29, issue.1, pp.70-90, 2002.

J. L. Horn, A rationale and test for the number of factors in factor analysis, Psychometrika, vol.30, issue.2, pp.179-185, 1965.

L. Hu and P. M. Bentler, Cutoff criteria of fit indexes in covariance structure analysis: conventional criteria versus new alternatives, Structural Equation Modeling, vol.6, issue.1, pp.1-55, 1999.

J. Huefner and H. Hunt, Consumer retaliation as a response to dissatisfaction, Journal of Consumer Satisfaction, vol.13, pp.61-82, 2000.

R. Iyer and . Muncy, Purpose and object of anti-consumption, Journal of Business Research, vol.62, issue.2, pp.160-168, 2009.

C. E. Izard, Human Emotions, 1977.

G. Jawecki, J. Füller, and J. Gebauer, A comparison of creative behaviours in online communities across cultures, Creativity and Innovation Management, vol.20, issue.3, pp.144-156, 2011.

A. R. Johnson, M. Matear, and M. Thomson, A coal in the heart: self-relevance as a postexit predictor of consumer anti-brand actions, Journal of Consumer Research, vol.38, issue.1, pp.108-125, 2011.

T. E. Joiner, The relation of self-hatred and sucidality in people with schizophrenia-spectrum symptoms, Journal of Psychopathology and Behavioral Assessment, vol.23, issue.2, pp.107-115, 2001.

K. G. Jöreskog, A general method for analysis of covariance structure, Biometrika, vol.57, pp.239-251, 1970.

M. Kaern and . Phillipes, Georg Simmel and Contemporary Sociology M, 1990.

S. Cohen,

H. F. Kaiser, The application of electronic computers to factor analysis, Educational and Psychological Measurement, vol.20, issue.1, pp.141-151, 1960.

E. Kant, Anthropologie du point de vue pragmatique Traduction, Bibliothèque des textes philosophiques, 1994.

J. Kapferer, Remarques, les marques à l'épreuve de la pratique, Editions d'Organisation, 2000.

S. M. Kates and R. W. Belk, The meanings of lesbian and gay pride day: resistance through consumption and resistance to consumption, Journal of Contemporary Ethnography, vol.30, issue.4, pp.392-429, 2001.

D. Katz, The functional approach to the study of attitudes, Public Opinion Quarterly, vol.24, pp.163-204, 1960.

D. Katz and K. Braly, Racial stereotypes of one hundred college students, The Journal of Abnormal and Social Psychology, vol.28, issue.3, pp.280-290, 1933.

J. Katz and A. Carnahan, Battling the « CompanyNameSucks, com » cyberactivists. Intellectual Property & Technology Law Journal, vol.13, issue.3, pp.1-7, 2001.

B. L. Keeley, Anthropomorphism, primatomorphism, mammalomorphism : understanding cross-species comparisons, Biology and Phylosophy, vol.19, pp.521-540, 2004.

T. D. Kemper, How many emotions are there? Wedding the social and autonomic components, American Journal of Sociology, vol.93, issue.2, pp.263-289, 1987.

O. F. Kernberg, Roose, éd. Rage, power, and aggression, pp.61-79, 1993.

M. A. Khan, Pre-purchase determinants of brand avoidance: a study of negative attitudes and intentions, 2012.

A. Kirmani and M. C. Campbell, Goal seeker and persuasion sentry: how consumer targets respond to interpersonal marketing persuasion, Journal of Consumer Research, vol.31, issue.3, pp.573-582, 2004.

J. G. Klein, N. C. Smith, and A. John, Why we boycott: consumer motivations for boycott participation, Journal of Marketing, vol.68, issue.3, pp.92-109, 2004.

I. Kleine, R. E. Kleine, S. S. Et-kernan, and J. B. , Mundane consumption and the self: a socialidentity perspective, Journal of Consumer Psychology, vol.2, issue.3, pp.209-235, 1993.

R. B. Kline, Principles and practice of structural equation modeling, 2010.

R. V. Kozinets, Can consumers escape the market? Emancipatory illuminations from burning man, Journal of Consumer Research, vol.29, issue.1, pp.20-38, 2002.

R. V. Kozinets, Ensouling consumption : a netnographic exploration of the meaning of boycotting behavior, Advances in Consumer Research, vol.25, pp.475-481, 1998.

R. V. Kozinets, E-tribalized marketing?: The strategic implications of virtual communities of consumption, European Management Journal, vol.17, issue.3, pp.252-264, 1999.

R. V. Kozinets, « I want to believe »: a nethnography of the'X-Philes' subculture of consumption, Advances in consumer research, vol.24, pp.470-475, 1997.

R. V. Kozinets, Netnography 2.0. In R. W. Belk, éd. Handbook of qualitative research methods in marketing, pp.129-142, 2006.

R. V. Kozinets, On netnography: initial reflections on consumer research investigations of cyberculture, Advances in Consumer Research, vol.25, pp.366-371, 1998.

R. V. Kozinets, The field behind the screen: using netnography for marketing research in online communities, Journal of Marketing Research, vol.39, issue.1, pp.61-72, 2002.

R. V. Kozinets and J. M. Et-handelman, Adversaries of consumption: consumer movements, activism, and ideology, Journal of Consumer Research, vol.31, issue.3, pp.691-704, 2004.

R. V. Kozinets, J. M. Handelman, and M. S. Lee, Don't read this; or, who cares what the hell anti-consumption is, anyways? Consumption Markets & Culture, vol.13, pp.225-233, 2010.

S. Krishnamurthy and S. U. Kucuk, Anti-branding on the internet, Journal of Business Research, vol.62, issue.11, pp.1119-1126, 2009.

J. A. Krosnick, Attitude strength: one construct or many related constructs?, Journal of Personality and Social Psychology, vol.65, issue.6, pp.1132-1151, 1993.

C. L-lanzmann, La haine originaire, Les temps modernes, vol.2, issue.618, pp.3-11, 2002.

R. S. Lazarus, Emotions and Adaptation, 1994.

R. S. Lazarus and S. Et-folkman, Stress, appraisal, and coping, 1985.

M. S. Lee, Anti-consumption and consumer resistance: concepts, concerns, conflicts, and convergence, European Journal of Marketing, vol.45, issue.11, pp.1680-1687, 2011.

M. S. Lee, K. V. Fernandez, and M. R. Hyman, Anti-consumption: an overview and research agenda, Journal of Business Research, vol.62, issue.2, pp.145-147, 2009.

M. S. Lee, J. Motion, and D. Conroy, Anti-consumption and brand avoidance, Journal of Business Research, vol.62, issue.2, pp.169-180, 2009.

M. S. Lee, Brands we love to hate: an exploration of brand avoidance. Doctoral thesis in Philosophy, 2007.

H. M. Lefcourt, Research with the locus of control construct, assessment methods H. M. Lefcourt, éd, vol.1, 1981.

G. Lessne and M. Venkatesan, Reactance theory in consumer research: the past, present and future. NA-Advances in Consumer Research, p.16, 1989.

H. Levenson, Differentiating between internality, powerful others and chance, pp.15-63, 1981.

H. Levenson, Reliability and validity of the I, P, and C Scales: a multidimensional view of locus of control, pp.1-8, 1973.

J. Levin and J. Mcdevitt, The rising tide of bigotry and bloodshed. Hate crimes, 1993.

E. M. Lipiansky, La formation interculturelle consiste-t-elle à combattre les stéréotypes et les préjugés ? Office Franco-Allemand pour la Jeunesse, pp.1-30, 1996.

L. Litwinski, Hatred and forgetting, The Journal of General Psychology, vol.33, pp.85-109, 1945.

G. Loas, Opérationnalisation du concept de « lieu de contrôle »: traduction et première étude de validation de l'échelle de contrôle de Levenson (IPC: The internal, powerful others, and chance scale), Annales Médico-Psychologiques, vol.152, issue.7, pp.466-469, 1994.

A. Loncan, La haine: préfigurations philosophiques de ses implications en psychanalyse familiale, Le Divan familial, vol.31, issue.2, p.15, 2013.

K. Lorenz, On agression, 1966.

W. Lyons, Emotion, 1980.

D. M. Mackie, T. Devos, and E. R. Smith, Intergroup emotions: explaining offensive action tendencies in an intergroup context, Journal of Personality and Social Psychology, vol.79, issue.4, pp.602-616, 2000.

N. Malhotra, J. Décaudin, and A. Bouguerra, Etudes marketing avec SPSS, 2007.

D. Manceau and E. Tissier-desbordes, La perception des tabous dans la publicité: L'impact des variables socio-démographiques. Décisions Marketing, vol.16, pp.17-23, 1999.

D. Marsden, Disciplinary power and consumer research: an introduction, European Advances in Consumer Research, vol.5, pp.54-60, 2001.

S. E. Martin, « A cross-burning is not just an arson »: police social construction of hate crimes in Baltimore county, Criminology, vol.33, issue.3, pp.303-326, 1995.

D. Martindale, A Culture of Death, Scientific American, vol.292, issue.6, pp.44-46, 2005.

A. E. Maulana and G. M. Eckhardt, Just friends, good acquaintances or soul mates? An exploration of web site connectedness, An International Journal, vol.10, issue.3, pp.227-242, 2007.

G. Mccracken, « Homeyness »: a cultural account of one constellation of consumer goods and meanings. Interpretative Consumer Research, pp.168-183, 1989.

J. Mcdevitt, J. Levin, and S. Bennett, Hate crime offenders: an expanded typology, Journal of Social Issues, vol.58, issue.2, pp.303-317, 2002.

W. Mcdougall, An Introduction Social Psychology, 2001.

P. Mckellar, Provocation to anger and the development of attitudes of hostility, British Journal of Psychology, vol.40, pp.104-114, 1950.

M. H. Medoff, Allocation of time and hateful behavior: a theoretical and positive analyses of hate and hate crimes, American Journal of Economics and Sociology, vol.58, issue.4, pp.959-972, 1999.

D. Merunka, Recherches sur la marque : quelques dangers, quelques directions, Recherches et Applications en Marketing, vol.17, issue.3, pp.1-6, 2002.
URL : https://hal.archives-ouvertes.fr/hal-01822514

G. Michel, Au coeur de la marque, 2004.
URL : https://hal.archives-ouvertes.fr/hal-02051312

G. Michel and N. Veg-sala, De l'image au capital--marque du point de vue des consommateurs, une Exploration aux Coeurs des Marques, pp.135-154, 2013.
URL : https://hal.archives-ouvertes.fr/hal-02051671

E. Michinov and N. Michinov, The similarity hypothesis: A test of the moderating role of social comparison orientation, European Journal of Social Psychology, vol.31, issue.5, pp.549-555, 2001.
URL : https://hal.archives-ouvertes.fr/hal-01766156

D. G. Mick and S. Fournier, Paradoxes of technology: consumer cognizance, emotions, and coping strategies, Journal of Consumer Research, vol.25, pp.123-143, 1998.

G. Mikula, Does it only depend on the point of view? Perspective-related differences in justice evaluations of negative incidents in per-sonal relationships, European Journal of Social Psychology, vol.28, pp.931-962, 1998.

S. Milgram, Obedience to authority: An experimental view, 1974.

L. A. Mohr, D. Ero?lu, and P. S. Ellen, The development and testing of a measure of skepticism toward environmental claims in marketers' communications, Journal of Consumer Affairs, vol.32, issue.1, pp.30-55, 1998.

R. J. Moisio and S. Et-askegaard, Afighting culture@ -mobile phone consumption practices as means of consumer resistance, Ramizwick et T. Ping, éd. AP -Asia Pacific Advances in Consumer Research. Valdosta: Association for Consumer Research, pp.24-29, 2002.

R. M. Morgan and S. D. Hunt, The commitment-trust theory of relations, Journal of Marketing, vol.58, pp.20-38, 1994.

M. Moynagh, Tomorrow's consumer -The shifting balance of power, Journal of Consumer Behaviour, vol.1, issue.3, pp.293-301, 2002.

A. M. Muniz and T. C. Guinn, Brand Community, Journal of Consumer Research, vol.27, issue.4, pp.412-432, 2001.

H. H. Nguyen, The taboo question: condom retailing in Vietnam and social marketing implications, Journal of Social Marketing, vol.4, issue.2, pp.133-154, 2014.

R. E. Nisbett and D. Et-cohen, Culture of honor: The psychology of violence in the South, 1996.

J. C. Nunnally and I. H. Bernstein, Psychometric theory, 1994.

B. P. O'connor, SPSS and SAS programs for determining the number of components using parallel analysis and velicer's MAP test, Behavior Research Methods, Instruments, & Computers, vol.32, issue.3, pp.396-402, 2000.

T. Oliva, R. Oliver, and I. Macmillan, A catastrophe model for developing service satisfaction strategies, The Journal of Marketing, vol.56, issue.3, pp.83-95, 1992.

S. Oreg, Resistance to change: developing an individual differences measure, Journal of Applied Psychology, vol.88, issue.4, pp.680-693, 2003.

A. Ortony, G. L. Clore, and A. Collins, The cognitive structure of emotions, 1988.

D. N. Osherson and E. E. Smith, On the adequacy of prototype theory as a theory of concepts, Cognition, vol.9, issue.1, pp.35-58, 1981.

L. K. Ozanne and P. W. Ballantine, Sharing as a form of anti-consumption? An examination of toy library users, Journal of Consumer Behaviour, vol.9, pp.485-498, 2010.

P. Pao, The role of hatred in the ego, The Psychoanalytic Quarterly, vol.34, issue.2, pp.257-264, 1965.

Y. Paquet, Relation entre locus of control, désir de contrôle et anxiété, Journal de Thérapie Comportementale et Cognitive, vol.16, issue.3, pp.97-102, 2006.

A. Parasuraman and D. Grewal, Serving customers and consumers effectively in the twenty-first century: a conceptual framework and overview, Journal of the Academy of Marketing Science, vol.28, issue.1, pp.9-16, 2000.

H. Parens, A view of the development of hostility in early life, 1992.

É. Emde, Affect: Psychoanalytic perspectives, pp.75-108

T. S. Parish, The love/hate checklist: a preliminary report, Psychological Reports, vol.63, pp.67-70, 1988.

C. W. Park, Brand attachment and brand attitude strength: conceptual and empirical differentiation of two critical brand equity drivers, Journal of Marketing, vol.74, issue.6, pp.1-17, 2010.
DOI : 10.1509/jmkg.74.6.1

URL : http://resource.owen.vanderbilt.edu/facultyadmin/data/research/2396full.pdf

J. Parrocchetti, Stress, coping et traits de personnalité (névrosisme et lieu de contrôle) chez des sauveteurs et des conseillers du Pôle Emploi, 2012.

L. Peñaloza and L. L. Price, Consumer resistance: a conceptual overview, Advances in Consumer Research, vol.20, pp.123-128, 1993.

I. Pentina and C. Amos, The Freegan phenomenon: anti-consumption or consumer resistance?, European Journal of Marketing, vol.45, issue.11, pp.1768-1778, 2011.
DOI : 10.1108/03090561111167405

T. Pettigrew, Intergroup contact theory. Annual review of psychology, vol.49, pp.65-85, 1998.

R. E. Petty, C. P. Haugtvedt, and S. M. Smith, Elaboration as a determinant of attitude strength: Creating attitudes that are persistent, resistant, and predictive of behavior, 1995.

E. Petty and J. A. Krosnick, Attitude strength: Antecedents and consequences, pp.93-130

P. Philippot, Qu'est-ce qu'une émotion ? Emotion et Psychothérapie, pp.11-64, 2007.

N. D. Phillips, The prosecution of hate crimes: the limitations of the hate crime typology, Journal of Interpersonal Violence, vol.24, issue.5, pp.883-905, 2009.

M. G. Piacentini and E. N. Banister, Managing anti-consumption in an excessive drinking culture, Journal of Business Research, vol.62, issue.2, pp.279-288, 2009.
DOI : 10.1016/j.jbusres.2008.01.035

URL : http://eprints.lancs.ac.uk/45051/1/10.pdf

J. Plummer, How personality makes a difference, Journal of Advertising Research, vol.24, issue.6, pp.25-31, 1985.
DOI : 10.2501/jar-40-6-79-83

. Plutarque, Oeuvres morales -Tome VII -Traités 37-41, Les belles lettres, 1974.

R. Plutchik, Emotion: a psychoevolutionary synthesis, 1980.

M. I. Posner and S. W. Et-keele, On the genesis of abstract ideas, Journal of Experimental Psychology, vol.77, issue.3, pp.353-363, 1968.

J. R. Priester, The A2SC2 model: the influence of attitudes and attitude strength on consideration and choice, Journal of Consumer Research, vol.30, issue.4, pp.574-587, 2004.

D. W. Reid and E. E. Ware, Multidimensionality of internal-external control: implications for past and future research, Canadian Journal of Behavioural Science, vol.5, issue.3, pp.264-271, 1973.
DOI : 10.1037/h0082351

J. K. Rempel and C. T. Burris, Let me count the ways : an integrative theory of love and hate, Personal Relationships, vol.12, pp.297-313, 2005.
DOI : 10.1111/j.1350-4126.2005.00116.x

B. Richardson and D. Turley, Support your local team: resistance, subculture, and the desire for distinction, Advances in Consumer Research, vol.33, pp.175-180, 2006.

M. L. Richins, Measuring emotions in the consumption experience, Journal of Consumer Research, vol.24, issue.2, pp.127-146, 1997.
DOI : 10.1086/209499

M. L. Richins, Negative word-of-mouth by dissatisfied consumers: a pilot study, Journal of Marketing, vol.47, issue.1, pp.68-78, 1983.
DOI : 10.2307/3203428

M. L. Richins, Word-of_mouth communication as negative information. Association for Consumer Research, pp.697-702, 2001.

M. Ritson and S. Dobscha, « Don't fence me in »: consumers on the edge of the marketplace, Advances in Consumer Research, vol.26, issue.1, pp.158-158, 1999.

S. Romani, S. Grappi, and R. P. Bagozzi, My anger is your gain, my contempt your loss: explaining consumer responses to corporate wrongdoing, Psychology & Marketing, vol.30, issue.12, pp.1029-1042, 2013.

S. Romani, S. Grappi, and D. Dalli, Emotions that drive consumers away from brands: Measuring negative emotions toward brands and their behavioral effects, International Journal of Research in Marketing, vol.29, pp.55-67, 2012.

D. W. Rook, The ritual dimension of consumer behavior, Journal of Consumer Research, pp.251-264, 1985.

E. Rosch, Cognitive representations of semantic categories, Journal of Experimental Psychology: General, vol.104, issue.3, pp.192-233, 1975.

E. Rosch and C. B. Mervis, Family resemblances: studies in the internal structure of categories, Cognitive Psychology, vol.7, issue.4, pp.573-605, 1975.

I. J. Roseman, C. Wiest, and T. S. Swartz, Phenomenology, behaviors, and goals differentiate discrete emotions, Journal of Personality and Social Psychology, vol.67, issue.2, pp.206-221, 1994.

M. Rosenberg, Conceiving the Self, 1979.

O. Rosenblum, Haine entravée, destructivité endurée, Adolescence, vol.33, issue.2, pp.383-394, 2015.

J. Rossier, C. Rigozzi, and S. Berthoud, Validation de la version Française de l'échelle de contrôle de Levenson (IPC), influence de variables démographiques et de la personnalité, 2002.

, Annales Medico-Psychologiques, vol.160, pp.138-148

J. R. Rossiter, The C-OAR-SE procedure for scale development in marketing, International Journal of Research in Marketing, vol.19, issue.4, pp.305-335, 2002.

J. B. Rotter, Generalized expectancies for internal versus external control of reinforcement, Psychological Monographs: General and Applied, vol.80, issue.1, pp.1-28, 1966.

P. Roussel, F. Durrieu, and E. Campoy, Méthodes d'équations structurelles: recherches et applications en gestion, 2002.

D. Roux, La résistance du consommateur : proposition d'un cadre d'analyse, Recherche et Applications en Marketing, vol.22, issue.4, pp.59-80, 2007.

E. B. Royzman, C. Mccauley, and P. Et-rozin, From plato to putnam: four ways to think about hate. In R. J. Sternberg, éd. The Psychology of Hate, pp.3-35, 2005.

P. Rozin, The CAD triad hypothesis: a mapping between three moral emotions (contempt, anger, disgust) and three moral codes (community, autonomy, divinity), Journal of Personality and Social Psychology, vol.76, issue.4, pp.574-586, 1999.

J. D. Rumbo, Consumer resistance in a world of advertising clutter: the case of adbusters, Psychology & Marketing, vol.19, issue.2, pp.127-148, 2002.

D. E. Rumelhart and A. Ortony, The representation of knowledge in memory. Schooling and the Acquisition of Knowledge, pp.99-135, 1977.

R. T. Rust and B. Cooil, Reliability measures for qualitative data: theory and implications, Journal of Marketing Research, vol.31, issue.31, pp.1-14, 1994.

M. J. Ryan and E. H. Bonfield, The Fishbein extended model and consumer behavior, Journal of Consumer Research, vol.2, issue.2, pp.118-136, 1975.

O. Sabri, Quelle cible pour les publicités tabou provocantes? Décisions Marketing, vol.66, pp.9-18, 2012.

O. Sabri, D. Manceau, and B. Pras, Le tabou, un concept peu exploré en marketing, Recherche et Applications en Marketing, vol.25, issue.1, pp.59-86, 2010.

Ö. Sandikci and A. Ekici, Politically motivated brand rejection, Journal of Business Research, vol.62, issue.2, pp.208-217, 2009.

J. Sartre, L'être et le néant. Essai d'ontologie phénoménologique, 1943.

J. Sartre, Réflexions sur la question juive, 1954.

N. Sayarh, La netnographie : mise en application d'une méthode d'investigation des communautés virtuelles représentant un intérêt pour l'étude des sujets sensibles, Recherches Qualitatives, vol.32, issue.2, pp.227-251, 2013.

T. J. Schoeneman, Reports of the sources of self-knowledge, Journal of Personality, vol.49, pp.284-294, 1981.

G. Schoenewolf, The couple who fell in hate: eclectic psychodynamic therapy with an angry couple, Journal of Contemporary Psychotherapy, vol.26, pp.65-71, 1996.

J. W. Schouten and J. H. Mcalexander, Subcultures of consumption: an ethnography of the new bikers, Journal of Consumer Research, vol.22, issue.1, p.43, 1995.

J. Sédat, La haine dans la construction de la psyché, Adolescence, vol.33, issue.2, pp.331-340, 2015.

S. Sen, Z. Gürhan-canli, and V. Morwitz, Withholding consumption: a social dilemma perspective on consumer boycotts, Journal of Consumer Research, vol.28, issue.3, pp.399-417, 2001.

A. F. Shand, The relations of complex and sentiment, The Journal of Psychology, vol.13, pp.123-129, 1922.

P. Shaver, Emotion knowledge: further exploration of a prototype approach, Journal of Personality and Social Psychology, vol.52, issue.6, pp.1061-1086, 1987.

S. Shavitt, The role of attitude objects in attitude functions, Journal of Experimental Social Psychology, vol.26, issue.2, pp.124-148, 1990.

D. Shaw and T. Newholm, Voluntary simplicity and the ethics of consumption, Psychology & Marketing, vol.19, issue.2, pp.167-185, 2002.

L. Shen and J. P. Dillard, Psychometric properties of the Hong psychological reactance scale, Journal of Personality Assessment, vol.85, issue.1, pp.74-81, 2005.

M. Shih, T. L. Pittinsky, and N. Et-ambady, Stereotype susceptibility: identity salience and shifts in quantitative performance, Psychological Science, vol.10, issue.1, pp.80-83, 1999.

M. J. Sirgy, Assessing the predictive validity of two methods of measuring selfimage congruence, Journal of the Academy of Marketing Science, vol.25, issue.3, pp.229-241, 1997.

L. Sirieix and P. Dubois, Vers un modèle qualité-satisfaction intégrant la confiance?, Recherche et Applications en Marketing, vol.14, issue.3, pp.1-22, 1999.

E. A. Skinner, Searching for the structure of coping: a review and critique of category systems for classifying ways of coping, Psychological Bulletin, vol.129, issue.2, pp.216-269, 2003.

E. R. Smith and S. Henry, An in-group becomes part of the self: response time evidence, Personality and Social Psychology Bulletin, vol.22, issue.6, pp.635-342, 1996.

M. R. Solomon, Mapping product constellations : a social categorization approach to consumption symbolism, Psychology & Marketing, vol.5, issue.3, pp.233-258, 1988.

M. R. Solomon, The role of products as social stimuli: a symbolic interactionism perspective, Journal of Consumer Research, vol.10, issue.3, pp.319-329, 1983.

M. R. Solomon and B. Buchanan, A role-theoretic approach to product symbolism: mapping a consumption constellation, Journal of Business Research, vol.22, issue.2, pp.95-109, 1991.

Z. Solomon, M. Mikulincer, and E. Avitzur, Coping, locus of control, social support, and combat-related posttraumatic stress disorder: a prospective study, Journal of Personality and Social Psychology, vol.55, issue.2, pp.279-285, 1988.

S. Sommers, Reported emotions and conventions of emotionality among college students, Journal of Personality and Social Psychology, vol.46, issue.1, pp.207-215, 1984.

J. Sonnemans and N. H. Frijda, The Structure of Subjective Emotional Intensity, Cognition and emotion, vol.8, issue.4, pp.329-350, 1994.

B. Spinoza, Ethique, Paris: Folio essais, 1842.

E. Staub, Notes on cultures of violence, cultures of caring and peace, and the fulfillment of basic human needs, Political Psychology, vol.24, issue.1, pp.1-21, 2003.

E. Staub, Reconciliation after genocide, mass killing, or intractable conflict: understanding the roots of violence, Psychological recovery, and steps toward a general theory, Political Psychology, vol.27, issue.6, pp.867-894, 2006.

E. Staub, The roots of evil: social conditions, culture, personality, and basic human needs. Personality and social psychology review : an official journal of the Society for, vol.3, pp.179-192, 1999.

J. A. Stein, M. D. Newcomb, and P. M. Bentler, The effect of agency and communality on self-esteem: Gender differences in longitudinal data, Sex Roles, vol.26, pp.465-483, 1992.

R. J. Sternberg, A duplex theory of hate: development and application to terrorism, massacres, and genocide, Review of General Psychology, vol.7, issue.3, pp.299-328, 2003.

R. J. Sternberg, A triangular theory of love, Psychological Review, vol.93, pp.119-135, 1986.

R. J. Sternberg, Construct validation of a triangular love scale, European Journal of Social Psychology, vol.27, issue.3, pp.313-335, 1997.

R. J. Sternberg, The psychology of hate R, J. Sternberg, éd, 2005.

C. Storm and T. Storm, A taxonomic study of the vocabulary of emotions, Journal of Personality and Social Psychology, vol.53, issue.4, pp.805-816, 1987.

A. De-swaan, Les cercles croissants de la désidentification psycho-et sociogenèse de la haine réflexions sur le Rwanda, vol.122, pp.185-206, 2001.

G. M. Sykes and D. Et-matza, Techniques of neutralization: a theory of delinquency, American Sociological Review, vol.22, issue.6, pp.664-670, 1957.

K. Taylor, Disgust is a factor in extreme prejudice, British journal of social psychology, vol.46, pp.597-617, 2007.

B. Temkin and N. Yanay, « I shoot them with words »: an analysis of political hate-letters, British Journal of Political Science, vol.18, issue.4, pp.467-483, 1988.

M. Tenenhaus, L'approche PLS. Revue de Statistique Appliquée, vol.47, pp.5-40, 1999.
URL : https://hal.archives-ouvertes.fr/hal-00601025

M. Tenenhaus, PLS path modeling, Computational Statistics and Data Analysis, vol.48, issue.1, pp.159-205, 2005.
URL : https://hal.archives-ouvertes.fr/hal-00869374

R. Thiétart, Méthodes de recherche en management Dunod, éd, 2007.

C. J. Thompson and Z. Et-arsel, The Starbucks brandscape and consumers' (anticorporate) experiences of glocalization, Journal of Consumer Research, vol.31, issue.3, pp.631-642, 2004.

C. J. Thompson, W. B. Locander, and H. R. Pollio, Putting consumer experience back into consumer research: the philosophy and method of existential-phenomenology, Journal of Consumer Research, vol.16, issue.2, pp.133-146, 1989.

C. J. Thompson, A. Rindfleisch, and Z. Arsel, Emotional branding and the strategic value of the Doppelgänger brand image, Journal of Marketing, vol.70, pp.50-64, 2006.

L. Touzani and J. Giannelloni, Le choc culturel dans l'expérience d'hospitalité touristique. Une approche netnographique, Actes des 15ème Journées de Recherche en Marketing de, pp.1-17, 2010.

D. Trafimow, Predicting intentions to use a condom from perceptions of normative pressure and confidence in those perceptions, Journal of Applied Social Psychology, vol.24, issue.24, pp.2151-2163, 1994.

G. L. Urban, F. Sultan, and W. J. Qualls, Placing trust at the center of your Internet strategy, Sloan Management Review, vol.42, issue.1, pp.39-48, 2000.

P. Valette-florence, Spécificité et apports des méthodes d'analyse multivariée de la deuxième génération, Recherche et Applications en Marketing, vol.3, issue.4, pp.23-56, 1988.

R. Valette-florence and V. De-barnier, Les lecteurs sont-ils capables d'anthropomorphiser leur magazine ? Une réponse par la méthode de triangulation, Management & Avenir, vol.27, issue.7, pp.54-72, 2009.

E. F. Vallieres and R. J. Vallerand, Traduction et validation canadienne-francaise de l'échelle de l'estime de soi de Rosenberg, International Journal of Psychology, vol.25, pp.305-316, 1990.

W. F. Velicer, Determining the number of components from the matrix of partial correlations, Psychometrika, vol.41, pp.321-327, 1976.

E. Vernette, Comprendre et interpréter une expérience de consommation avec « l'Album On--Line » (AOL) : une application au surf des mers, 7ème Congrès sur les Tendances du Marketing, 2007.

E. Vernette, Une nouvelle méthode de groupe pour interpréter le sens d'une expérience de consommation : « l'Album-On-Line » (AOL), Actes des Journées de Recherche en Marketing de, 2008.

F. Wacheux, Méthodes qualitatives et recherche en gestion, Economica, 1996.

T. Walter, Modern death: taboo or not taboo?, Sociology, vol.25, issue.2, pp.293-310, 1991.

J. C. Ward and A. L. Ostrom, Complaining to the masses: the role of protest framing in customer-created complaint web sites, Journal of Consumer Research, vol.33, issue.2, pp.220-230, 2006.

K. Weingarten, On hating to hate, Family Process, vol.45, issue.3, pp.277-288, 2006.

T. White, Consumer trust and advice acceptance: the moderating roles of benevolence, expertise, and negative emotions, Journal of Consumer Psychology, vol.15, issue.2, pp.141-148, 2005.

R. L. Wiener and E. Richter, Symbolic hate: intention to intimidate, political ideology, and group association, Law and Human Behavior, vol.32, issue.6, pp.463-476, 2008.

R. Wilk, A critique of desire: distaste and dislike in consumer behavior, Consumption Markets & Culture, vol.1, issue.2, pp.175-196, 1997.

R. R. Wilk, The Impossibility and Necessity of Re-Inquiry: Finding Middle Ground in Social Science, Journal of Consumer Research, vol.28, pp.308-312, 2001.

T. A. Wills, Downward comparison principles in social psychology, Psychological bulletin, vol.90, issue.2, pp.245-271, 1981.

A. Wilson and C. West, Commentary: permissive marketing -the effects of the AIDS crisis on marketing practices and messages, Journal of Product & Brand Management, vol.4, issue.5, pp.34-48, 1995.

A. Wilson and C. West, The marketing of « unmentionables, Harvard Business Review, vol.59, issue.1, pp.91-102, 1981.

A. E. Wilson and M. Ross, The frequency of temporal-self and social comparisons in people's personal appraisals, Journal of Personality and Social Psychology, vol.78, issue.5, pp.928-942, 2000.

D. W. Winnicott, The child, the family and the outside world, Pairs: Broché, 1992.

H. Wold, Partial Least Squares, S. Kotz et N. L. Johnson, éd. Encyclopaedia of Statistical Sciences, pp.581-591, 1985.

H. Wold, Soft modeling by latent variables: the Non-Linear Iterative Partial Least Squares (NIPALS) approach, J. Gani, éd. Perspectives in probability and statistics, pp.117-142, 1975.

S. Yi and H. Baumgartner, Coping with negative emotions in purchase-related situations, Journal of Consumer Psychology, vol.14, issue.3, pp.303-317, 2004.

V. Yzerbyt, I feel for us: The impact of categorization and identification on emotions and action tendencies, British Journal of Social Psychology, vol.42, pp.533-549, 2003.

G. Zaltman, Rethinking market research: putting people back in, Journal of Marketing Research, vol.44, pp.424-437, 1997.

L. Zarantonello, Brand hate, Journal of Product & Brand Management, vol.25, issue.1, pp.11-25, 2016.

S. Zavestoski, Guest editorial: anticonsumption attitudes, Psychology & Marketing, vol.19, issue.2, pp.121-126, 2002.

S. Zavestoski, The social-psychological bases of anticonsumption attitudes, Psychology & Marketing, vol.19, issue.2, pp.149-165, 2002.

S. Zeki and J. P. Romaya, Neural correlates of hate, PLoS ONE, vol.3, issue.10, pp.1-8, 2008.

S. Zouaghi, I. Chouk, and S. Rieunier, Favoriser le don d'organes grâce à « l'intensite de la discussion » avec les proches : rôle de la superstition, du tabou de la mort et de variables de personnalité, Recherche et Applications en Marketing, vol.30, issue.3, pp.109-127, 2015.

H. Zourrig, J. C. Chebat, and R. Toffoli, Consumer revenge behavior: a cross-cultural perspective, Journal of Business Research, vol.62, issue.10, pp.995-1001, 2009.