Works matching AU Mao, Huifang

Results: 23

Adapting to succeed? Leveraging the brand equity of best sellers to succeed at the box office.

Published in:

Journal of the Academy of Marketing Science, 2012, v. 40, n. 4, p. 558, doi. 10.1007/s11747-010-0241-2

By:

Joshi, Amit;
Mao, Huifang

Publication type:

Article

Brand extension failure and parent brand penalty: The role of implicit theories.

Published in:

Journal of Consumer Psychology (John Wiley & Sons, Inc. ), 2024, v. 34, n. 1, p. 49, doi. 10.1002/jcpy.1343

By:

Jain, Shailendra Pratap;
Mathur, Pragya;
Isaac, Mathew S.;
Mao, Huifang;
Maheswaran, Durairaj

Publication type:

Article

Good Guys Can Finish First: How Brand Reputation Affects Extension Evaluations.

Published in:

Journal of Consumer Psychology (John Wiley & Sons, Inc. ), 2019, v. 29, n. 4, p. 565, doi. 10.1002/jcpy.1109

By:

Johnson, Zachary S.;
Mao, Huifang;
Lefebvre, Sarah;
Ganesh, Jaishankar

Publication type:

Article

Consumer responses to brand elimination: An attributional perspective

Published in:

Journal of Consumer Psychology (John Wiley & Sons, Inc. ), 2009, v. 19, n. 3, p. 280, doi. 10.1016/j.jcps.2009.03.004

By:

Mao, Huifang;
Luo, Xueming;
Jain, Shailendra Pratap

Publication type:

Article

The asymmetric effect of corporate reputation communication on flagship and non‐flagship product evaluations.

Published in:

Psychology & Marketing, 2024, v. 41, n. 8, p. 1673, doi. 10.1002/mar.22003

By:

Chen, Zengxiang;
Mao, Huifang;
Tu, Tu;
Wang, Haizhong

Publication type:

Article

Virtual Fitting Room Effect: Moderating Role of Body Mass Index.

Published in:

Journal of Marketing Research (JMR), 2023, v. 60, n. 6, p. 1221, doi. 10.1177/00222437231154871

By:

Yang, Shuai;
Xiong, Guiyang;
Mao, Huifang;
Ma, Minghui

Publication type:

Article

The Construal (In)compatibility Effect: The Moderating Role of a Creative Mind-Set.

Published in:

Journal of Consumer Research, 2011, v. 38, n. 4, p. 681, doi. 10.1086/660118

By:

Xiaojing Yang;
Ringberg, Torsten;
Huifang Mao;
Peracchio, Laura A.

Publication type:

Article

The Influence of Chronic and Situational Self-Construal on Categorization.

Published in:

Journal of Consumer Research, 2007, v. 34, n. 1, p. 66, doi. 10.1086/513047

By:

JAIN, SHAILENDRA PRATAP;
DESAI, KALPESH KAUSHIK;
HUIFANG MAO

Publication type:

Article

Effects of Prototype and Exemplar Fit on Brand Extension Evaluations: A Two-Process Contingency Model.

Published in:

Journal of Consumer Research, 2006, v. 33, n. 1, p. 41, doi. 10.1086/504134

By:

Huifang Mao;
Krishnan, H. Shanker

Publication type:

Article

A Sweet Romance: Divergent Effects of Romantic Stimuli on the Consumption of Sweets.

Published in:

Journal of Consumer Research, 2019, v. 45, n. 6, p. 1213, doi. 10.1093/jcr/ucy044

By:

Yang, Xiaojing;
Mao, Huifang;
Jia, Lei;
Bublitz, Melissa G

Publication type:

Article

Smile Big or Not? Effects of Smile Intensity on Perceptions of Warmth and Competence.

Published in:

Journal of Consumer Research, 2017, v. 43, n. 5, p. 787, doi. 10.1093/jcr/ucw062

By:

ZE WANG;
HUIFANG MAO;
YEXIN JESSICA LI;
FAN LIU

Publication type:

Article

Consumer responses toward symmetric versus asymmetric facial expression emojis.

Published in:

Marketing Letters, 2021, v. 32, n. 2, p. 219, doi. 10.1007/s11002-020-09550-8

By:

Urumutta Hewage, Ganga S.;
Liu, Yue;
Wang, Ze;
Mao, Huifang

Publication type:

Article

Self-construal and feature centrality.

Published in:

Marketing Letters, 2016, v. 27, n. 4, p. 781, doi. 10.1007/s11002-015-9380-z

By:

Mao, Huifang;
Li, Xingbo;
Desai, Kalpesh;
Jain, Shailendra

Publication type:

Article

Brand extensions via complements or substitutes: The moderating role of manufacturing transferability.

Published in:

Marketing Letters, 2012, v. 23, n. 1, p. 279, doi. 10.1007/s11002-011-9153-2

By:

Mao, Huifang;
John Mariadoss, Babu;
Echambadi, Raj;
Chennamaneni, Pavan

Publication type:

Article

Multi-Product Brand Extensions Evaluations Vary with Consumers’ Implicit Theories of Personality.

Published in:

Advances in Consumer Research, 2022, v. 50, p. 262

By:

Jain, Shailendra;
Mathur, Pragya;
Huifang Mao;
Maheswaran, Durairaj;
Isaac, Mathew

Publication type:

Article

The Experience Impinging Effect: How Contagion Affects Consumer Choice in Sharing-Based Consumption.

Published in:

Advances in Consumer Research, 2021, v. 49, p. 368

By:

Tu Tu;
Huifang Mao;
Xiaojing Yang

Publication type:

Article

The Insidious Effects of Smiles on Social Judgments.

Published in:

2016

By:

Ze Wang;
Huifang Mao;
Jessica Li;
Fan Liu

Publication type:

Abstract

How Exposure to Romantic Stimuli Affects Consumer Preference for Sweet Food.

Published in:

2014

By:

Xiaojing Yang;
Huifang Mao;
Lei Jia;
Bublitz, Melissa

Publication type:

Abstract

Reading Smiles to Read Minds: Impact of Positive Facial Affective Displays on Perceptions.

Published in:

2012

By:

Ze Wang;
Fan Liu;
Huifang Mao

Publication type:

Abstract

The Effect of Creative Mindset on Consumer Information Processing.

Published in:

2009

By:

Yang, Xiaojing;
Ringberg, Torsten;
Mao, Huifang;
Peracchio, Laura

Publication type:

Abstract

The Role of Creative Cognitions on Consumer Feature Reliance.

Published in:

Advances in Consumer Research, 2008, v. 35, p. 862

By:

Huifang Mao;
Xiaojing Yang

Publication type:

Article

Competitive Paper Session: Brand Extension and Evolution.

Published in:

Advances in Consumer Research, 2004, v. 31, n. 1, p. 375

By:

Hansen, Håvard;
Hem, Leif E.;
Kuan-Pin Chiang;
Mao, Huifang;
Krishnan, H. Shanker;
Auh, Seigyoung;
Chuan-Fong Shih

Publication type:

Article

It's Not Whether You Win or Lose, It's How You Play the Game? The Role of Process and Outcome in Experience Consumption.

Published in:

Journal of Marketing Research (JMR), 2012, v. 49, n. 6, p. 954, doi. 10.1509/jmr.10.0083

By:

Yang, Xiaojing;
Mao, Huifang;
Peracchio, Laura A

Publication type:

Article