Display:
15 publications

Academic Articles

2025

LIU, Y., B. DUFFEK, A. EISINGERICH

How can businesses enhance customer resistance to brand switching?

JOURNAL OF THE ACADEMY OF MARKETING SCIENCE

Academic Articles

2025

SINGH, A., X. HUANG, M. HEINBERG, Y. LIU

Understanding the link between philanthropy and performance: the role of international strategies

INTERNATIONAL MARKETING REVIEW, 42 (2-3), 331–356

Academic Articles

2025

JIANG, H., Y. WANG, Y. LIU

A well-visualized effect: How nutritional content–equivalent labels influence healthfulness perceptions

JOURNAL OF BUSINESS RESEARCH, 188

Academic Articles

2024

LIU, Y., T. J. H. MAYERHOFER, A. MARCHAND, T. FOSCHT, M. P. FRITZE, A. EISINGERICH

Is there a danger of making customers feel too empowered? Exploring the double-edged sword of customer orientation and creative benefits

EUROPEAN JOURNAL OF MARKETING, 58 (11), 2393–2425

Academic Articles

2024

LI, X., Y. LIU, J. ZHU, J. LOU

Encouraging prosocial consumer behaviour: A review of influencer and digital marketing literature

PSYCHOLOGY AND MARKETING, 41 (11), 2711-2727

Academic Articles

2023

LIU, Y., K. BHOUMIK, A. ULQINAKU, L. GRAZZINI

Social Exclusion: A Bibliometric Analysis and Future Research Directions in Advertising

JOURNAL OF ADVERTISING, 52, 756-773

Academic Articles

2021

HEINBERG, M., Y. LIU, X. HUANG, A. B. EISINGERICH

A Bad Job of Doing Good: Does Corporate Transparency on a Country and Company Level Moderate Corporate Social Responsibility Effectiveness?

JOURNAL OF INTERNATIONAL MARKETING, 29, 45-61

Academic Articles

2021

ANG, D., M. H. E. E. GERRATH, Y. LIU

How scarcity and thinking styles boost referral effectiveness

PSYCHOLOGY AND MARKETING, 38, 1928-1941

Academic Articles

2020

JIANG, H., H. TAN, Y. LIU, F. WAN, D. GURSOY

The impact of power on destination advertising effectiveness: The moderating role of arousal in advertising

ANNALS OF TOURISM RESEARCH, 83, 102926

Academic Articles

2020

LIU, Y., M. HULTMAN, A. B. EISINGERICH, X. WEI

How does brand loyalty interact with tourism destination? Exploring the effect of brand loyalty on place attachment

ANNALS OF TOURISM RESEARCH, 81, 102879

Research and expertise

Field of Expertise
Consumer Well-Being
Consumer Behaviour
Digital Marketing
Branding
Sustainable Development Goals
/3.Good%20Health%20and%20Well-being /12.Responsible%20Consumption%20and%20Production

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