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It's not whether you win or lose, it's how you play the game? : the role of process and outcome in experience consumption
Yang, Xiaojing; Mao, Huifang; Peracchio, Laura A. - In: Journal of marketing research : JMR 49 (2012) 6, pp. 954-966
Persistent link: https://www.econbiz.de/10009688756
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Virtual fitting room effect : moderating role of body mass index
Yang, Shuai; Xiong, Guiyang; Mao, Huifang; Ma, Minghui - In: Journal of marketing research 60 (2023) 6, pp. 1221-1241
Persistent link: https://www.econbiz.de/10014427569
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Brand extensions via complements or substitutes : the moderating role of manufacturing transferability
Mao, Huifang; Mariadoss, Babu John; Echambadi, Raj; … - In: Marketing letters : a journal of research in marketing 23 (2012) 1, pp. 279-292
Persistent link: https://www.econbiz.de/10009530704
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Consumer responses to brand elimination : an attributional perspective
Mao, Huifang; Luo, Xueming; Jain, Shailendra Pratap - In: Journal of consumer psychology : JCP : the official … 19 (2009) 3, pp. 280-289
Persistent link: https://www.econbiz.de/10003883887
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Consumer responses toward symmetric versus asymmetric facial expression emojis
Hewage, Ganga S. Urumutta; Liu, Yue; Wang, Ze; Mao, Huifang - In: Marketing letters : a journal of research in marketing 32 (2021) 2, pp. 219-230
Persistent link: https://www.econbiz.de/10012548472
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The asymmetric effect of corporate reputation communication on flagship and non-flagship product evaluations
Chen, Zengxiang; Mao, Huifang; Tu, Tu; Wang, Haizhong - In: Psychology & marketing 41 (2024) 8, pp. 1673-1685
Persistent link: https://www.econbiz.de/10015073406
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Brand extension failure and parent brand penalty : the role of implicit theories
Jain, Shailendra Pratap; Mathur, Pragya; Isaac, Mathew S.; … - In: Journal of consumer psychology : JCP ; the official … 34 (2024) 1, pp. 49-65
Persistent link: https://www.econbiz.de/10014470743
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Stylistic properties and regulatory fit : examining the role of self-regulatory focus in the effectiveness of an actor's vs. observer's visual perspective
Zhang, Jing; Yang, Xiaojing - In: Journal of consumer psychology : JCP : the official … 25 (2015) 3, pp. 449-458
Persistent link: https://www.econbiz.de/10011344193
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When and why saying "thank you" is better than saying "sorry" in redressing service failures : the role of self-esteem
You, Yanfen; Yang, Xiaojing; Wang, Lili; Deng, Xiaoyan - In: Journal of marketing 84 (2020) 2, pp. 133-150
Persistent link: https://www.econbiz.de/10012176607
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From functional efficiency to temporal efficiency : multifunctional products increase consumer impatience
You, Yanfen; Pan, Jingjing; Yang, Xiaojing; Fei, Xianzheng - In: Journal of consumer psychology : JCP ; the official … 32 (2022) 3, pp. 509-516
Persistent link: https://www.econbiz.de/10013330871