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Moderating role of consumer self-concept on the effectiveness of two nostalgia appeals
Zhao, Guangzhi; Li, Weiwei; Teng, Lefa; Lu, Taihong - In: Journal of promotion management : JPM 20 (2014) 1, pp. 1-19
Persistent link: https://www.econbiz.de/10010343560
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Increasing the persuasiveness of anti-drunk driving appeals : the effect of negative and positive message framing
Teng, Lefa; Zhao, Guangzhi; Li, Feng; Liu, Lu; Shen, Lulu - In: Journal of business research : JBR 103 (2019), pp. 240-249
Persistent link: https://www.econbiz.de/10012104215
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The impact of online review variance of new products on consumer adoption intentions
Wu, Yuanyuan; Liu, Tianjiao; Teng, Lefa; Zhang, Hui; … - In: Journal of business research : JBR 136 (2021), pp. 209-218
Persistent link: https://www.econbiz.de/10012663289
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To gain face or not to lose face : the effect of face message frame on response to public service advertisements
Wang, Hanwei; Fu, Hongyu; Wu, Yuanyuan - In: International journal of advertising : the review of … 39 (2020) 8, pp. 1301-1321
Persistent link: https://www.econbiz.de/10012395656
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Remembering the good old days : the moderating role of consumer affective state on the effectiveness of nostalgic advertising
Zhao, Guangzhi; Muehling, Darrel D.; Kareklas, Ioannis - In: Journal of advertising : official publication of the … 43 (2014) 3, pp. 244-255
Persistent link: https://www.econbiz.de/10010408866
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The impact of sequential data on consumer confidence in relative judgments
Biswas, Dipayan; Zhao, Guangzhi; Lehmann, Donald R. - In: Journal of consumer research : JCR ; an … 37 (2010/11) 5, pp. 874-887
Persistent link: https://www.econbiz.de/10008856959
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An empirical study on the impact of two types of goal orientation and salesperson perceived obsolescence on adaptive selling
Chai, Junwu; Zhao, Guangzhi; Babin, Barry J. - In: The journal of personal selling & sales management : JPSSM 32 (2012) 2, pp. 261-273
Persistent link: https://www.econbiz.de/10009552525
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Influence of two modes of intergenerational communication on brand equity
Cai, Yuanyuan; Zhao, Guangzhi; He, Jiaxun - In: Journal of business research : JBR 68 (2015) 3, pp. 553-560
Persistent link: https://www.econbiz.de/10010496182
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The impact of regulatory focus on adolescents' response to antismoking advertising campaigns
Zhao, Guangzhi; Pechmann, Cornelia - In: Journal of marketing research : JMR 44 (2007) 4, pp. 671-687
Persistent link: https://www.econbiz.de/10003569760
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Foreign versus local consumer culture positioning when entering foreign markets : synergies of anthropomorphic ads, ethnocentrism, and culture positioning on brand evaluations
Teng, Lefa; Zhang, Mengmeng; Foti, Lianne; Wang, Xinran; … - In: Journal of advertising research 62 (2022) 4, pp. 336-352
Persistent link: https://www.econbiz.de/10013531992