Search Results - person:"Zhang, Yicong"

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"New and old" : consumer evaluations of co-branding between new brands and Chinese time-honored brands

Zhang, Yicong; Guo, Xiaoling - In: Journal of retailing and consumer services 73 (2023), pp. 1-14

Persistent link: https://www.econbiz.de/10014303117

Application of the stereotype content model in marketing : a three-level review and future research

Guo, Xiaoling; Liu, Hao; Zhang, Yicong - In: Journal of contemporary marketing science 5 (2022) 2, pp. 196-213

Persistent link: https://www.econbiz.de/10013440287

Lending a hand to the competitor : how brand-to-brand help on social media affects consumer evaluations

Zhang, Yicong; Zhang, Xueyao - In: Journal of advertising 53 (2024) 4, pp. 588-604

Persistent link: https://www.econbiz.de/10015050208

Application of the stereotype content model in marketing: a three-level review and future research

Guo, Xiaoling; Liu, Hao; Zhang, Yicong - In: Journal of Contemporary Marketing Science 5 (2022) 2, pp. 196-213

Purpose The aim of this research is to examine the application of the stereotype content model (SCM) in the field of marketing from macro (the country of origin), meso- (corporate image) and micro (service providers, brands, advertising and promotions) levels. Design/methodology/approach This...

Persistent link: https://www.econbiz.de/10014850591