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"Are we all in this together?" : brand opportunism in COVID-19 cause related marketing and the moderating role of consumer skepticism

Yang, Jing; Mundel, Juan - In: Journal of promotion management : innovations in … 27 (2021) 6, pp. 877-899

Persistent link: https://www.econbiz.de/10012607295

The impact of information processing styles and persuasive appeals on consumers' engagement intention toward social media video ads

Yang, Jing; Zhao, Xiaoyu - In: Journal of promotion management : innovations in … 27 (2021) 4, pp. 524-546

Persistent link: https://www.econbiz.de/10012497682

Can brand sponsorship increase download intention for mHealth apps? : the role of issue relevance, brand involvement, and perceived app quality

Yang, Jing; Kanthawala, Shaheen; Joo, Eunsin; Kononova, … - In: Journal of promotion management : innovations in … 28 (2022) 6, pp. 869-892

Given the ubiquity of mobile health apps, marketers are increasingly using this technology as a popular promotional strategy. The current study investigates the roles of health issue relevance, brand involvement, and perceived app quality in influencing individuals’ download intention for...

Persistent link: https://www.econbiz.de/10013277323

The effect of hedonic presentation on consumers' willingness to pay and purchase intention for minimally branded products online

Yang, Jing; Mundel, Juan; Huddleston, Patricia T.; … - In: Journal of promotion management : innovations in … 28 (2022) 7, pp. 1077-1106

Persistent link: https://www.econbiz.de/10013357217

"Authentic warmth in these uncertain times" : the impact of authenticity in COVID-19 advertising on brand warmth and consumer responses

Yang, Jing; Jiang, Mengtian; Kim, Taeyoung - In: Journal of promotion management : innovations in … 29 (2023) 2, pp. 259-279

Persistent link: https://www.econbiz.de/10013483037

Anthropomorphism in CSR endorsement : a comparative study on humanlike vs. cartoonlike virtual influencers’ climate change messaging

Yang, Jeongwon; Chuenterawong, Ploypin; Lee, Heejae; … - In: Journal of promotion management : innovations in … 29 (2023) 5, pp. 705-734

Persistent link: https://www.econbiz.de/10014287741