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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

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

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

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

Country-of-origin and brand redeployment impact after brand acquisition

Lee, Hsiang-ming; Lee, Ching-chi - In: The journal of consumer marketing 28 (2011) 6, pp. 412-420

Persistent link: https://www.econbiz.de/10009407569

Effects of mental simulation, new product attribute benefits and typicality on consumer attitudes

Chou, Yu-Jen; Hsu, Ya-Hui; Chang, Yu-Han - In: Asia Pacific journal of marketing and logistics 35 (2023) 11, pp. 2858-2877

Persistent link: https://www.econbiz.de/10014430292