Adapting to succeed? : leveraging the brand equity of best sellers to succeed at the box office

von Joshi, Amit
Veröffentlicht in Academy of Marketing Science Journal of the Academy of Marketing Science (2012)

It's not whether you win or lose, it's how you play the game? : the role of process and outcome in experience consumption

von Yang, Xiaojing
Veröffentlicht in Journal of marketing research (2012)

Consumer responses to brand elimination : an attributional perspective

von Mao, Huifang
Veröffentlicht in Journal of consumer psychology (2009)

The construal (in)compatibility effect : the moderating role of a creative mind-set

Veröffentlicht in Journal of consumer research (2011)

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

Veröffentlicht in Marketing letters (2012)

Self-construal and feature centrality

von Mao, Huifang
Veröffentlicht in Marketing letters (2016)