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The interplay between brand globalness and localness for iconic global and local brands in the transitioning Chinese market
Liu, Yu; Tsai, Wanhsiu Sunny; Tao, Weiting - In: Journal of international consumer marketing 32 (2020) 2, pp. 128-145
Persistent link: https://www.econbiz.de/10012200809
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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
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Athlete reputational crisis and consumer evaluation
Sato, Shintaro; Ko, Yong Jae; Park, Chanmin; Tao, Weiting - In: European Sport management quarterly : ESMQ 15 (2015) 4, pp. 434-453
Persistent link: https://www.econbiz.de/10011524596
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The joint effect of corporate social irresponsibility and social responsibility on consumer outcomes
Yue, Cen April; Tao, Weiting; Ferguson, Mary Ann - In: European management journal 41 (2023) 5, pp. 744-754
Persistent link: https://www.econbiz.de/10014495946
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Firm-determined or consumer-determined corporate social responsibility (CSR)? : examining the effects of choice-of-cause in cause-related marketing
Tao, Weiting; Ji, Yi - In: International journal of business communication : IJBC … 61 (2024) 2, pp. 263-286
Persistent link: https://www.econbiz.de/10014635493
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The price of good friendships : examining the roles of relationship norms and perceived controllability in service failure encounters
Li, Zongchao; Tao, Weiting; Wu, Linwan - In: International journal of business communication : IJBC … 60 (2023) 1, pp. 105-129
Persistent link: https://www.econbiz.de/10014228978
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For love of country? : consumer ethnocentrism in China, South Korea, and the United States
Tsai, Wanhsiu Sunny; Yoo, Jinnie Jinyoung; Lee, Wei-Na - In: Journal of global marketing 26 (2013) 2, pp. 98-114
Persistent link: https://www.econbiz.de/10010189530
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Understanding consumer animosity in the politicized global market : from the perspective of young transnational consumers
Yang, Qinghua; Snell, Katy; Tsai, Wanhsiu Sunny - In: Journal of international consumer marketing 27 (2015) 3, pp. 220-236
Persistent link: https://www.econbiz.de/10011306310
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What promotes online group-buying? : a cross-cultural comparison study between China and the United States
Zhang, Jie; Tsai, Wanhsiu Sunny - In: Journal of promotion management : JPM 23 (2017) 5, pp. 748-768
Persistent link: https://www.econbiz.de/10011799596
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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