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Consumer evaluation of technology-based vertical brand extension
He, Hongwei; Li, Yan - In: European journal of marketing : EJM 44 (2010) 9/10, pp. 1366-1383
Persistent link: https://www.econbiz.de/10008661723
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CSR and service brand : the mediating effect of brand identification and moderating effect of service quality
He, Hongwei; Li, Yan - In: Journal of business ethics : JOBE 100 (2011) 4, pp. 673-688
Persistent link: https://www.econbiz.de/10009243148
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Animosity and willingness to buy foreign products : moderating factors in decision-making of Chinese consumers
Wang, Weiyue; He, Hongwei; Li, Yan - In: Asia Pacific business review 19 (2013) 1, pp. 32-52
Persistent link: https://www.econbiz.de/10009717923
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Moral identity centrality and cause-related marketing : the moderating effects of brand social responsibility image and emotional brand attachment
He, Hongwei; Zhu, Weichun; Gouran, Dennis S.; Kolo, Olivia - In: European journal of marketing : EJM 50 (2016) 1/2, pp. 236-259
Persistent link: https://www.econbiz.de/10011459636
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Brand identity and online self-customisation usefulness perception
He, Hongwei; Harris, Lloyd C.; Wang, Weiyue; Haider, Kamran - In: Journal of marketing management : MM 32 (2016) 13/14, pp. 1308-1332
Persistent link: https://www.econbiz.de/10011585855
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Can dissimilarity in product category be an opportunity for cross-gender brand extension?
Yuen, Tsunwai Wesley; Nieroda, Marzena; He, Hongwei; … - In: Journal of business research : JBR 135 (2021), pp. 348-357
Persistent link: https://www.econbiz.de/10012647876
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Cause-related marketing and employee engagement : the roles of admiration, implicit morality beliefs, and moral identity
He, Hongwei; Chao, Melody M.; Zhu, Weichun - In: Journal of business research : JBR 95 (2019), pp. 83-92
Persistent link: https://www.econbiz.de/10011979784
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The impact of Covid-19 pandemic on corporate social responsibility and marketing philosophy
He, Hongwei; Harris, Lloyd C. - In: Journal of business research : JBR 116 (2020), pp. 176-182
Persistent link: https://www.econbiz.de/10012257552
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Children sustainable behaviour : a review and research agenda
Hosany, A. R. Shaheen; Hosany, Sameer; He, Hongwei - In: Journal of business research : JBR 147 (2022), pp. 236-257
Persistent link: https://www.econbiz.de/10013271490
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I am, ergo I shop: does store image congruity explain shopping behaviour of Chinese consumers?
He, Hongwei; Mukherjee, Avinandan - In: Journal of marketing management : MM 23 (2007) 5/6, pp. 443-460
Persistent link: https://www.econbiz.de/10003492219