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~person:"Chen, Huan"
~person:"Nguyen, Cathy"
~subject:"Markenführung"
~subject:"advertising practitioners"
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Chen, Huan
Nguyen, Cathy
Hayes, Jameson L.
5
Septianto, Felix
5
Taylor, Charles Raymond
5
Cohen, Justin
4
Ko, Eunju
4
Romaniuk, Jenni
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Srivastava, R. K.
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1
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ECONIS (ZBW)
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1
Demystifying engagement : Chinese
advertising
practitioners' perspective
Chen, Huan
;
Wang, Rang
;
Liang, Xuan
- In:
International journal of market research
62
(
2020
)
3
,
pp. 314-334
Persistent link: https://www.econbiz.de/10012231187
Saved in:
2
Connecting or disconnecting : luxury branding on social media and affluent Chinese female consumers' interpretations
Chen, Huan
;
Wang, Ye
- In:
The journal of brand management : an international journal
24
(
2017
)
6
,
pp. 562-574
Persistent link: https://www.econbiz.de/10011771418
Saved in:
3
Are two brands better than one? : investigating the effects of co-branding in
advertising
on audience memory
Nguyen, Cathy
;
Romaniuk, Jenni
;
Faulkner, Margaret
; …
- In:
Marketing letters : a journal of research in marketing
29
(
2018
)
1
,
pp. 37-48
Persistent link: https://www.econbiz.de/10011820291
Saved in:
4
The myth of big data : Chinese
advertising
practitioners' perspective
Chen, Huan
;
Zhou, Liling
- In:
International journal of advertising : the quarterly …
37
(
2018
)
4
,
pp. 633-649
Persistent link: https://www.econbiz.de/10011882046
Saved in:
5
Does an expanded brand user base of co-branded
advertising
help ad-memorability?
Nguyen, Cathy
;
Romaniuk, Jenni
;
Faulkner, Margaret
; …
- In:
International journal of market research : JMRS ; the …
60
(
2018
)
4
,
pp. 366-379
Persistent link: https://www.econbiz.de/10011919262
Saved in:
6
How endorser-product congruity and self-expressiveness affect Instagram micro-celebrities' native
advertising
effectiveness
Lee, Susanna S.
;
Chen, Huan
;
Lee, Yu-Hao
- In:
The journal of product & brand management
31
(
2022
)
1
,
pp. 149-162
Persistent link: https://www.econbiz.de/10012798141
Saved in:
7
When retailers and manufacturers advertise together : examining the effect of co-operative
advertising
on ad reach and memorability
Nguyen, Cathy
;
Romaniuk, Jenni
;
Cohen, Justin
; …
- In:
Journal of retailing and consumer services
55
(
2020
),
pp. 1-7
Persistent link: https://www.econbiz.de/10012268987
Saved in:
8
Informing, reinforcing, and referencing : Chinese male consumers' interpretation of luxury
advertising
and luxury brands' presence on Chinese social media
Chen, Huan
;
Wang, Ye
;
Qiao, Fei
- In:
Journal of global marketing
34
(
2021
)
1
,
pp. 38-55
Persistent link: https://www.econbiz.de/10012483620
Saved in:
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