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Primacy effect or recency effect? : a long-term memory test of Super Bowl commercials
Li, Cong - In: Journal of consumer behaviour : an international … 9 (2010) 1, pp. 32-44
Persistent link: https://www.econbiz.de/10003943315
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Facebook likes and corporate revenue : testing the consistency between attitude and behavior
Yoon, Gunwoo; Li, Cong; Liu, Jiangmeng; North, Michael; … - In: International journal of advertising : the review of … 43 (2024) 8, pp. 1392-1415
Persistent link: https://www.econbiz.de/10015194159
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Will consumers silence themselves when brands speak up about sociopolitical issues? : applying the spiral of silence theory to consumer boycott and buycott behaviors
Hong, Cheng; Li, Cong - In: Journal of nonprofit & public sector marketing 33 (2021) 2, pp. 193-211
Persistent link: https://www.econbiz.de/10012498324
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Staying in the middle or avoiding extremes? : a test of the effect of rating scale length in advertising research with Chinese consumers
Li, Cong; Yoon, Gunwoo; Petit, John - In: International journal of market research 62 (2020) 4, pp. 418-431
Persistent link: https://www.econbiz.de/10012308942