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Concrete thinking or ideographic language : which is the reason for Chinese people's higher imagery-generation abilities?
Liang, Beichen; Cherian, Joseph A.; Liu, Yili - In: International journal of consumer studies 34 (2010) 1, pp. 52-60
Persistent link: https://www.econbiz.de/10003938968
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Cross-cultural differences in the effects of abstract and concrete thinking on imagery generation and ad persuasion
Liang, Beichen; Cherian, Joseph A. - In: Journal of international consumer marketing 22 (2010) 2, pp. 187-198
Persistent link: https://www.econbiz.de/10003986202
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Can followers overcome pioneers? : the role of superior alignable differences in consumer evaluation of brand extensions
Liang, Beichen; Cherian, Joseph A.; Fu, Wei - In: The journal of product & brand management 19 (2010) 2, pp. 85-93
Persistent link: https://www.econbiz.de/10003993615
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American and Chinese thinking styles : attitude effects on holistic and attribute ads
Liang, Beichen; Cherian, Joseph A. - In: Organizations and markets in emerging economies 5 (2014) 1, pp. 74-89
Persistent link: https://www.econbiz.de/10010472775
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Cultural differences in imagery generation : the influence of abstract versus concrete thinking
Liang, Beichen; Kale, Sudhir H. - In: Journal of business research : JBR 65 (2012) 3, pp. 333-339
Persistent link: https://www.econbiz.de/10009507200
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The goal is attainable: the effects of goal gradient and sub-goals on escalation of commitment in a new product evaluation
Liang, Beichen - In: Innovation & management review 18 (2021) 3, pp. 258-275
Purpose - The purpose of this study is to investigate whether, in the context of making a go/no-go decision regarding a failing new product, the use of a stopping rule and/or a new decision-maker would reduce the escalation of commitment (EOC). Design/methodology/approach - This study uses a...
Persistent link: https://www.econbiz.de/10012669909
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How brand experience, satisfaction, trust, and commitment affect loyalty : a reexamination and reconciliation
Liang, Beichen - In: Italian journal of marketing : ITJM 2022 (2022) 2, pp. 203-231
Persistent link: https://www.econbiz.de/10013277056
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How Millennials' personality traits influence their eco-fashion purchase behavior
Fu, Wei; Liang, Beichen - In: Athens journal of business & economics : AJBE 5 (2019) 3, pp. 207-220
Persistent link: https://www.econbiz.de/10012031438
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The effect of culture on consumer choice : the need for conformity vs the need for uniqueness
Liang, Beichen; He, Yanbin - In: International journal of consumer studies 36 (2012) 3, pp. 352-359
Persistent link: https://www.econbiz.de/10009554331
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The effect of culture on the context of ad pictures and ad persuasion : the role of context-dependent and context-independent thinking
Liang, Beichen; Runyan, Rodney C.; Fu, Wei - In: International marketing review 28 (2011) 4, pp. 412-434
Persistent link: https://www.econbiz.de/10009305321