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Dynamic brand positioning : a firm-customer synergistic strategy of brand meaning cocreation in a hyperconnected world
He, Jiaxun; Zhang, Fan - In: European journal of marketing 56 (2022) 10, pp. 2774-2803
Persistent link: https://www.econbiz.de/10013457389
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How brand coolness influences customers' willingness to co-create? : the mediating effect of customer inspiration and the moderating effect of customer interaction
Zhang, Fan; Li, Huan; Xue, Zewei; He, Jiaxun - In: The journal of brand management : an international journal 31 (2024) 6, pp. 632-648
Persistent link: https://www.econbiz.de/10015192492
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Transference or severance : an exploratory study on brand relationship quality of China's time-honored brands based on intergenerational influence
He, Jiaxun - In: Frontiers of business research in China : selected … 2 (2008) 4, pp. 518-552
Persistent link: https://www.econbiz.de/10003789657
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Humanity and trendiness : key dimensions and differences in brand personality evaluation in Chinese market
He, Jiaxun - In: Journal of Chinese entrepreneurship 2 (2010) 1, pp. 19-35
Persistent link: https://www.econbiz.de/10003963298
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Trust and commitment : attitudes towards a time-honored brand across generations
He, Jiaxun - In: Brand management in emerging markets : theories and practice, (pp. 91-103). 2014
Persistent link: https://www.econbiz.de/10010417744
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Sincerity, excitement and sophistication : the different effects of perceived brand personality on brand extension evaluation
He, Jiaxun - In: Nankai business review international 3 (2012) 4, pp. 398-412
Persistent link: https://www.econbiz.de/10009692748
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Brand management and consumer experience : an emerging market perspective
Wang, Cheng Lu (ed.); He, Jiaxun (ed.);  … - 2017
Persistent link: https://www.econbiz.de/10011760470
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How global brands incorporating local cultural elements increase consumer purchase likelihood : an empirical study in China
He, Jiaxun; Wang, Cheng Lu - In: International marketing review 34 (2017) 4, pp. 463-479
Persistent link: https://www.econbiz.de/10011760480
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Guest editorial: Brand management and consumer experience in emerging markets : directions for future research
Wang, Cheng Lu; He, Jiaxun; Barnes, Bradley R. - In: International marketing review 34 (2017) 4, pp. 458-462
Persistent link: https://www.econbiz.de/10011760572
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The implicit measurement of destination image : the application of Implicit Associations Tests
Yang, Jie; He, Jiaxun; Gu, Yingkang - In: Tourism management : research, policies, practice 33 (2012) 1, pp. 50-52
Persistent link: https://www.econbiz.de/10009349928