@article{soukaina2018consumer,
  title = {Consumer Resistance: An Exploration of the Moroccan Case},
  author = {KEMMOU Soukaina and AOMARI Amina},
  year = 2018,
  url = {https://ibimapublishing.com/articles/JMRCS/2018/119678/},
  journal = {Journal of Marketing Research and Case Studies},
  volume = 2018,
  pages = 12,
  doi = 10.5171/2018.119678,
  abstract = {Considering the diversity of approaches characterizing the research area of consumer resistance, this paper meets two goals. The first is to review the literature to explore this interesting theme and better understand its origins, current state and perspectives. The second is to conduct a preliminary exploratory study aimed at studying the forms of resistance shown by Moroccan consumers, as well as the factors that stimulate their opposition. The results of an exploratory quantitative survey of 130 people are presented. The analysis highlights several forms of resistance; individual and collective, to marketing practices, as well as the elements that trigger this resistance.},
  keywords = {consumer resistance, opposition, Moroccan consumer, quantitative exploratory study.},
  note = Article ID: 119678
}