A case study of customer capital management in Taiwan's financial industry

Veröffentlicht in International journal of learning and intellectual capital (2008)

Is the new product yours or mine? : a linguistic perspective on composite brand extensions

Veröffentlicht in Marketing Science Institute (Cambridge, Mass.) MSI reports (2011)

Position matters when we stand together : a linguistic perspective on composite brand extensions

Veröffentlicht in Academy of Marketing Science Journal of the Academy of Marketing Science (2014)