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Effect of complementary product fit and brand awareness on brand attitude after M&As : word of mouth as a moderator

Lee, Hsiang-Ming; Chen, Tsai; Hsu, Ya-Hui; Wu, Yu-Chi - In: Global journal of business research : GJBR 12 (2018) 1, pp. 51-67

Persistent link: https://www.econbiz.de/10011865254

The effects of brand positioning (underdog vs top dog) and comparative advertising

Lee, Hsiang-Ming; Hsu, Ya-Hui; Chen, Tsai; Lo, Wei-Yuan; … - In: Marketing intelligence & planning 42 (2024) 3, pp. 459-480

Persistent link: https://www.econbiz.de/10015056880

How the country-of-origin image and brand name redeployment strategies affect acquirers' brand equity after a merger and acquisition

Lee, Hsiang-ming; Chen, Tsai; Guy, Bonnie S. - In: Journal of global marketing 27 (2014) 3, pp. 191-206

Persistent link: https://www.econbiz.de/10010404373

Why do we share? : the impact of viral videos dramatized to sell : how microfilm advertising works

Chen, Tsai; Lee, Hsiang-ming - In: Journal of advertising research 54 (2014) 3, pp. 292-303

Persistent link: https://www.econbiz.de/10010419822

What do customers expect of travel agent-customer interactions? : measuring and improving customer experience in interactions with travel agents

Wu, Yu-Chi; Lee, Hsiang-Ming; Liao, Pin-Ru - In: Journal of travel and tourism marketing 35 (2018) 8, pp. 1000-1012

Persistent link: https://www.econbiz.de/10011941816

The persuasive effectiveness of mini-films : narrative transportation and fantasy proneness

Chen, Tsai - In: Journal of consumer behaviour : an international … 14 (2015) 1, pp. 21-27

Persistent link: https://www.econbiz.de/10011294154

Taiwan's foreign exchange market - volatile but still efficient? : evidence from intraday data

Lin, Chuang Yuang; Wu, Ruey-shan; Chen, Tsai - In: Emerging markets finance & trade : a journal of the … 46 (2010) 1, pp. 34-41

Persistent link: https://www.econbiz.de/10008906817

Linkage between frontline employee service competence scale and customer perceptions of service quality

Wu, Yu-Chi; Tsai, Chin-Shih; Hsiung, Hsiao-Wen; Chen, … - In: The journal of services marketing 29 (2015) 3, pp. 224-234

Persistent link: https://www.econbiz.de/10011308998

Consumer personality-product image congruence : evidence from Taiwan

Wu, Yu-chi; Tsa, Chin-shih; Lo, Chia-yun - In: Global journal of business research : GJBR 5 (2011) 5, pp. 121-127

Persistent link: https://www.econbiz.de/10009012672

Consumer Personality-Product Image Congruence : Evidence from Taiwan

Wu, Yu-Chi; Tsai, Chin-Shih; Lo, Chia-Yun - 2011

This study investigates the congruence between consumer personalities and product images based on the self-congruity perspective. In addition, consumer personality-product image congruence was examined to determine its influences on consumer product preference. Data were obtained from 335...

Persistent link: https://www.econbiz.de/10014180633