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Effects of celebrity, social media influencer, and peer endorsements on consumer responses toward a celebrity-owned brand : the role of source credibility and congruency
Tian, Shiyun; Li, Jo Yun - In: International journal of internet marketing and … 17 (2022) 1/2, pp. 133-161
Persistent link: https://www.econbiz.de/10014318186
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Antecedents and outcomes of Generation Z consumers' contrastive and assimilative upward comparisons with social media influencers
Tian, Shiyun; Cho, Su Yeon; Jia, Xiaofeng; Sun, Ruoyu; … - In: The journal of product & brand management 32 (2023) 7, pp. 1046-1062
Persistent link: https://www.econbiz.de/10014334399
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Effects of incentive policies on the purchase intention of electric vehicles in China : Psychosocial value and family ownership
Xue, Yixi; Zhang, Yi; Wang, Zhuoli; Tian, Shuo; Xiong, Qian - In: Energy policy 181 (2023), pp. 1-11
Persistent link: https://www.econbiz.de/10014479139
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Meaning transfer in celebrity endorsement and co-branding : meaning valence, association type, and brand awareness
Tian, Shiyun; Tao, Weiting; Hong, Cheng; Tsai, Wanhsiu Sunny - In: International journal of advertising : the review of … 41 (2022) 6, pp. 1017-1037
Persistent link: https://www.econbiz.de/10013362124