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A fresh start for stigmatized groups : the effect of cultural identity mindset framing in brand advertising

Milfeld, Tyler; Haley, Eric John; Flint, Daniel J. - In: Journal of advertising 50 (2021) 5, pp. 603-621

Persistent link: https://www.econbiz.de/10012802332

Purpose advertising and the credibility gap : how consumers respond to established versus emergent brand activist messaging

Milfeld, Tyler; Haley, Eric John - In: Journal of advertising research 64 (2024) 1, pp. 59-79

Persistent link: https://www.econbiz.de/10014507681

Connecting or disconnecting : luxury branding on social media and affluent Chinese female consumers' interpretations

Chen, Huan; Wang, Ye - In: The journal of brand management : an international journal 24 (2017) 6, pp. 562-574

Persistent link: https://www.econbiz.de/10011771418

Informing, reinforcing, and referencing : Chinese male consumers' interpretation of luxury advertising and luxury brands' presence on Chinese social media

Chen, Huan; Wang, Ye; Qiao, Fei - In: Journal of global marketing 34 (2021) 1, pp. 38-55

Persistent link: https://www.econbiz.de/10012483620

Shape matters : package shape informs brand status categorization and brand choice

Chen, Huan; Pang, Jun; Koo, Minkyung; Patrick, Vanessa M. - In: Journal of retailing 96 (2020) 2, pp. 266-281

Persistent link: https://www.econbiz.de/10012295831

Shape Matters : Package Shape Informs Brand Status Categorization and Brand Choice

Chen, Huan - 2020

Ten studies examine package shape as a cue for brand status categorization. The authors show that products in tall, slender packages are more likely to be categorized as high-end products (high brand status) than those in short, wide packages (low brand status; studies 1a&b). This effect is...

Persistent link: https://www.econbiz.de/10012836225