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The construal (in)compatibility effect : the moderating role of a creative mind-set
Yang, Xiaojing; Ringberg, Torsten; Mao, Huifang; … - In: Journal of consumer research : JCR ; an … 38 (2011/12) 4, pp. 681-696
Persistent link: https://www.econbiz.de/10009409020
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It's not whether you win or lose, it's how you play the game? : the role of process and outcome in experience consumption
Yang, Xiaojing; Mao, Huifang; Peracchio, Laura A. - In: Journal of marketing research : JMR 49 (2012) 6, pp. 954-966
Persistent link: https://www.econbiz.de/10009688756
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Consumer responses to brand elimination : an attributional perspective
Mao, Huifang; Luo, Xueming; Jain, Shailendra Pratap - In: Journal of consumer psychology : JCP : the official … 19 (2009) 3, pp. 280-289
Persistent link: https://www.econbiz.de/10003883887
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Brand extensions via complements or substitutes : the moderating role of manufacturing transferability
Mao, Huifang; Mariadoss, Babu John; Echambadi, Raj; … - In: Marketing letters : a journal of research in marketing 23 (2012) 1, pp. 279-292
Persistent link: https://www.econbiz.de/10009530704
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Adapting to succeed? : leveraging the brand equity of best sellers to succeed at the box office
Joshi, Amit; Mao, Huifang - In: Journal of the Academy of Marketing Science 40 (2012) 4, pp. 558-571
Persistent link: https://www.econbiz.de/10009566395
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Consumer responses toward symmetric versus asymmetric facial expression emojis
Hewage, Ganga S. Urumutta; Liu, Yue; Wang, Ze; Mao, Huifang - In: Marketing letters : a journal of research in marketing 32 (2021) 2, pp. 219-230
Persistent link: https://www.econbiz.de/10012548472
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Self-construal and feature centrality
Mao, Huifang; Li, Xingbo; Desai, Kalpesh Kaushik; Jain, … - In: Marketing letters : a journal of research in marketing 27 (2016) 4, pp. 781-789
Persistent link: https://www.econbiz.de/10011614840
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Brand extension failure and parent brand penalty : the role of implicit theories
Jain, Shailendra Pratap; Mathur, Pragya; Isaac, Mathew S.; … - In: Journal of consumer psychology : JCP ; the official … 34 (2024) 1, pp. 49-65
Persistent link: https://www.econbiz.de/10014470743
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Virtual fitting room effect : moderating role of body mass index
Yang, Shuai; Xiong, Guiyang; Mao, Huifang; Ma, Minghui - In: Journal of marketing research 60 (2023) 6, pp. 1221-1241
Persistent link: https://www.econbiz.de/10014427569
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The asymmetric effect of corporate reputation communication on flagship and non-flagship product evaluations
Chen, Zengxiang; Mao, Huifang; Tu, Tu; Wang, Haizhong - In: Psychology & marketing 41 (2024) 8, pp. 1673-1685
Persistent link: https://www.econbiz.de/10015073406