Antecedents and outcomes of Generation Z consumers’ contrastive and assimilative upward comparisons with social media influencers
Tian, Shiyun, Cho, Su Yeon, Jia, Xiaofeng, Sun, Ruoyu, Tsai, Wanhsiu Sunny
Published in The journal of product & brand management (15.08.2023)
Published in The journal of product & brand management (15.08.2023)
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Journal Article
Decoding Emotional (In)Congruency: A Computational Approach Toward Ad Placement on YouTube
Wen, Taylor Jing, Chuan, Ching-Hua, Tsai, Wanhsiu Sunny, Yang, Jing
Published in Journal of interactive marketing (01.08.2022)
Published in Journal of interactive marketing (01.08.2022)
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Journal Article
Inclusive Advertising for a Better World
Viglia, Giampaolo, Tsai, Wan-Hsiu Sunny, Das, Gopal, Pentina, Iryna
Published in Journal of advertising (20.10.2023)
Published in Journal of advertising (20.10.2023)
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Journal Article
Predicting Advertising Persuasiveness: A Decision Tree Method for Understanding Emotional (In)Congruence of Ad Placement on YouTube
Wen, Taylor Jing, Chuan, Ching-Hua, Yang, Jing, Tsai, Wanhsiu Sunny
Published in Journal of current issues and research in advertising (03.04.2022)
Published in Journal of current issues and research in advertising (03.04.2022)
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Journal Article
Young Chinese Consumers' Snob and Bandwagon Luxury Consumption Preferences
Tsai, Wanhsiu Sunny, Yang, Qinghua, Liu, Yu
Published in Journal of international consumer marketing (01.01.2013)
Published in Journal of international consumer marketing (01.01.2013)
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Journal Article
For Love of Country? Consumer Ethnocentrism in China, South Korea, and the United States
Tsai, Wanhsiu Sunny, Yoo, Jinnie Jinyoung, Lee, Wei-Na
Published in Journal of global marketing (01.04.2013)
Published in Journal of global marketing (01.04.2013)
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Journal Article
SOCIAL EXCLUSION AND CONSUMER BOYCOTTING
Han, Xiaoqi, Tsai, Wanhsiu Sunny
Published in American Academy of Advertising. Conference. Proceedings (Online) (01.01.2017)
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Published in American Academy of Advertising. Conference. Proceedings (Online) (01.01.2017)
Conference Proceeding
THE INTERPLAY BETWEEN BRAND GLOBALNESS AND LOCALNESS FOR ICONIC GLOBAL AND LOCAL BRANDS
Liu, Yu, Tsai, Wanhsiu (Sunny, Tao, Weiting
Published in American Academy of Advertising. Conference. Proceedings (Online) (01.01.2018)
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Published in American Academy of Advertising. Conference. Proceedings (Online) (01.01.2018)
Conference Proceeding
PREDICTING ADVERTISING PERSUASIVENESS: A DECISION TREE METHOD FOR UNDERSTANDING EMOTIONAL (IN)CONGRUENCE OF AD PLACEMENT ON YOUTUBE
Wen, Taylor Jing, Chuan, Ching-Hua, Yang, Jing, Tsai, Wanhsiu Sunny
Published in American Academy of Advertising. Conference. Proceedings (Online) (01.01.2021)
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Published in American Academy of Advertising. Conference. Proceedings (Online) (01.01.2021)
Conference Proceeding
SOCIAL EXCLUSION AND MINORITY CONSUMERS' POLITICAL CONSUMPTION
Tsai, Wanhsiu Sunny, Han, Xiaoqi
Published in American Academy of Advertising. Conference. Proceedings (Online) (01.01.2015)
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Published in American Academy of Advertising. Conference. Proceedings (Online) (01.01.2015)
Conference Proceeding
THE "RICH AND FAMOUS" OF SOCIAL MEDIA: UNDERSTANDING SOCIAL MEDIA CELEBRITIES AS BRAND ENDORSERS
Choi, Jin-A, Lee, Wei-Na, Tsai, Wanhsiu Sunny
Published in American Academy of Advertising. Conference. Proceedings (Online) (01.01.2017)
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Published in American Academy of Advertising. Conference. Proceedings (Online) (01.01.2017)
Conference Proceeding
A WIN-WIN STRATEGY? REPRESENTING CONTROVERSIAL MINORITIES IN INCLUSIVE ADVERTISING
Tsai, Wanhsiu Sunny, Han, Xiaoqi
Published in American Academy of Advertising. Conference. Proceedings (Online) (01.01.2013)
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Published in American Academy of Advertising. Conference. Proceedings (Online) (01.01.2013)
Conference Proceeding