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Does eWOM matter to brand extension? : an examination of the impact of online reviews on brand extension evaluations
Liu, Xin; Hu, Jing; Xu, Bing - In: Journal of research in interactive marketing : … 11 (2017) 3, pp. 232-245
Persistent link: https://www.econbiz.de/10011779143
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Adolescent evaluations of brand extensions : the influence of reference group
Liu, Xin; Hu, Jing - In: Psychology & marketing 29 (2012) 2, pp. 98-106
Persistent link: https://www.econbiz.de/10009504546
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The role of brand image congruity in Chinese consumers' brand preference
Hu, Jing; Liu, Xin; Wang, Sijun; Yang, Zhilin - In: The journal of product & brand management 21 (2012) 1, pp. 26-34
Persistent link: https://www.econbiz.de/10009519766
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Cross-cultural differences in social media use : implications for international social media marketing strategy
Jung, Jae Min; Min, Kyeong Sam; Schiele, Kristen R.; … - In: The SAGE handbook of social media marketing, (pp. 30-57). 2022
Persistent link: https://www.econbiz.de/10013368511
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Adolescent Evaluations of Brand Extensions: The Influence of Reference Group
Liu, Xin; Hu, Jing - In: Psychology & marketing 29 (2012) 2, pp. 98-107
Persistent link: https://www.econbiz.de/10009969094
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The role of brand image congruity in Chinese consumers' brand preference
Hu, Jing; Liu, Xin; Wang, Sijun; Yang, Zhilin - In: The journal of product & brand management 21 (2012) 1, pp. 26-35
Persistent link: https://www.econbiz.de/10009835998