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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
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Values created from far and near : influence of spatial distance on brand evaluation
Chu, Xing-Yu; Chang, Chun-Tuan; Lee, Angela Y. - In: Journal of marketing 85 (2021) 6, pp. 162-175
Persistent link: https://www.econbiz.de/10012662149
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The give and take of cause-related marketing : purchasing cause-related products licenses consumer indulgence
Chang, Chun-Tuan; Chu, Xing-Yu - In: Journal of the Academy of Marketing Science 48 (2020) 2, pp. 203-221
Persistent link: https://www.econbiz.de/10012290946
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Is cash always king? : bundling product-cause fit and product type in cause-related marketing
Chang, Chun-Tuan; Chen, Pei-Chi; Chu, Xing-Yu; Kung, … - In: Psychology & marketing 35 (2018) 12, pp. 990-1009
Persistent link: https://www.econbiz.de/10011970106
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How cause marketing campaign factors affect attitudes and purchase intention : choosing the right mix of product and cause types with time duration
Chang, Chun-Tuan; Chu, Xing-Yu; Tsai, I-Ting - In: Journal of advertising research 61 (2021) 1, pp. 58-77
Persistent link: https://www.econbiz.de/10012533665