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Effects of perceptual and conceptual similarities on consumers' evaluations of copycat brand names
Yao, Qin; Wen, Na; Dou, Wenyu - In: Journal of consumer behaviour : an international … 15 (2016) 2, pp. 117-125
Persistent link: https://www.econbiz.de/10011477154
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Exploring the effectiveness of consumer creativity in online marketing communications
Wu, Jintao; Wen, Na; Dou, Wenyu; Chen, Junsong - In: European journal of marketing : EJM 49 (2015) 1/2, pp. 262-276
Persistent link: https://www.econbiz.de/10010519465
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Does making consumers creative improve brand evaluations? : exploring the roles of consumer creativity in online marketing communications
Dou, Wenyu; Wu, Jintao; Yao, Qin; Wen, Na - In: Delivering value in turbulent times : AMA Summer …, (pp. 338-344). 2012
Persistent link: https://www.econbiz.de/10010191486