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A close look at research on pursuing the right formula for cause-related marketing advertising

Chang, Chun-Tuan; Cheng, Zhao-Hong; Lee, Yu-Kang; … - In: International journal of advertising : the review of … 42 (2023) 1, pp. 96-108

Persistent link: https://www.econbiz.de/10014233925

Does “hot” lead to “not so hot?”

Chang, Chun-Tuan; Tok, Dickson; Chu, Xing-Yu (Marcos); … - In: European Journal of Marketing 55 (2020) 5, pp. 1313-1337

Purpose: This paper aims to examine how exposure to sexual images activates the urge to yield to temptation in a subsequent unrelated context. Design/methodology/approach: In Study 1, this paper uses empirical data based on an automobile expo to examine the correlational relationship between...

Persistent link: https://www.econbiz.de/10012411462

Effects of message framing, vivideness congruency and statistical framing on responses to charity advertising

Chang, Chun-tuan; Lee, Yu-kang - In: International journal of advertising : the quarterly … 29 (2010) 2, pp. 195-220

Persistent link: https://www.econbiz.de/10003978075

Framing public policy : the impacts of political sophistication and nature of public policy

Lee, Yu-kang; Chang, Chun-tuan - In: The social science journal 47 (2010) 1, pp. 69-89

Persistent link: https://www.econbiz.de/10003955432

The "I"of the beholder : how gender differences and self-referencing influence charity advertising

Chang, Chun-tuan; Lee, Yu-kang - In: International journal of advertising : the quarterly … 30 (2011) 3, pp. 447-478

Persistent link: https://www.econbiz.de/10009301337

Tugging on heartstrings : shopping orientation, mindset, and consumer responses to cause-related marketing

Chang, Chun-Tuan; Cheng, Zhao-Hong - In: Journal of business ethics : JOBE 127 (2015) 2, pp. 337-350

Persistent link: https://www.econbiz.de/10010493871

How to use a spokesperson's smile effectively : smile intensity, consumer self-construal, and brand relationship determine and effectiveness

Chang, Chun-Tuan; Lee, Hsiao-Ching; Lee, Yu-Kang; … - In: Journal of advertising research 61 (2021) 4, pp. 436-455

Persistent link: https://www.econbiz.de/10012813778

What sells better in green communications : fear or hope? : it depends on whether the issue is global or local

Lee, Yu-Kang; Chang, Chun-Tuan; Chen, Pei-Chi - In: Journal of advertising research 57 (2017) 4, pp. 379-396

Persistent link: https://www.econbiz.de/10011884937

Right metaphor, right place : choosing a visual metaphor based on product type and consumer differences

Chang, Chun-Tuan; Wu, Yuan-Ciao; Lee, Yu-Kang; Chu, Xing-Yu - In: International journal of advertising : the quarterly … 37 (2018) 2, pp. 309-336

Persistent link: https://www.econbiz.de/10011859426

"I doubt it works!" : the negative impacts of anthropomorphizing healthcare products

Chang, Chun-Tuan; Lee, Hsiao-Ching; Lee, Yu-kang; Wang, … - In: Journal of business research : JBR 164 (2023), pp. 1-14

Persistent link: https://www.econbiz.de/10014304088