Hua Chang
Biographic Data
| ID | 6466332 |
|---|---|
| NAME | Hua Chang |
| GIVEN NAMES | Hua |
| FAMILY NAME | Chang |
| SIGNATURE | CHANG H |
| AFFILIATIONS | Sichuan University |
| VERIFIED | No |
| TOTAL WORKS | 5 |
| TOTAL CITATIONS | 8 |
| WORKS AS AUTHOR | 5 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 2013 |
| LATEST PUBLICATION YEAR | 2022 |
| H-INDEX | 2 |
An integrated model of congruence and credibility in celebrity endorsement
Based on psychological theories of associative learning and self-concept, this study proposes an integrated conceptual framework of dual-path relationships between two types of congruence (product-celebrity congruence vs. self-celebrity congruence) and two dimensions of source credibility (endorser expertise vs. endorser trustworthiness), and their impact on advertising effectiveness in celebrity endorsement. Path analysis using data from college…
Contesting Dishonesty
Beyond complainers
Focusing on negative emotions and compensation preference, this article innovatively classifies customers encountering service failure into four types: troublesome, opportunistic, emotional and friendly. To test the rationality of the classification, loyalty differences were examined in both core service failure and interpersonal service failure scenarios by a scenario-based experimental method. The results reveal that customers show different lo…
Message framing in green advertising
Many firms adopt green advertising and put great emphasis on the value of green marketing strategies. However, little research has examined the effectiveness of green appeal in advertisements. Building on message framing and construal level theory, this study examines the moderating role of temporal distance in effects of gain or loss framed messages on consumers' attitudes and purchase intentions towards advertised brand. The findings demonstrat…
The Effects of Sports Media Exposure on College Students' Rape Myth Beliefs and Intentions to Intervene in a Sexual Assault
An online survey was fielded to freshmen living in residence halls at a northwestern university in the United States. Structural equation modeling was used to investigate the structure of relationships among exposure to mainstream sports media, rape myth acceptance, and intentions to intervene in sexual assault situations while controlling for gender traits. Given that prior research suggests men and women differ in their beliefs about sexual ass…
The Effects of Sports Media Exposure on College Students' Rape Myth Beliefs and Intentions to Intervene in a Sexual Assault
An online survey was fielded to freshmen living in residence halls at a northwestern university in the United States. Structural equation modeling was used to investigate the structure of relationships among exposure to mainstream sports media, rape myth acceptance, and intentions to intervene in sexual assault situations while controlling for gender traits. Given that prior research suggests men and women differ in their beliefs about sexual ass…
Beyond complainers
Focusing on negative emotions and compensation preference, this article innovatively classifies customers encountering service failure into four types: troublesome, opportunistic, emotional and friendly. To test the rationality of the classification, loyalty differences were examined in both core service failure and interpersonal service failure scenarios by a scenario-based experimental method. The results reveal that customers show different lo…
The Effects of Sports Media Exposure on College Students' Rape Myth Beliefs and Intentions to Intervene in a Sexual Assault
An online survey was fielded to freshmen living in residence halls at a northwestern university in the United States. Structural equation modeling was used to investigate the structure of relationships among exposure to mainstream sports media, rape myth acceptance, and intentions to intervene in sexual assault situations while controlling for gender traits. Given that prior research suggests men and women differ in their beliefs about sexual ass…
Message framing in green advertising
Many firms adopt green advertising and put great emphasis on the value of green marketing strategies. However, little research has examined the effectiveness of green appeal in advertisements. Building on message framing and construal level theory, this study examines the moderating role of temporal distance in effects of gain or loss framed messages on consumers' attitudes and purchase intentions towards advertised brand. The findings demonstrat…
Beyond complainers
Focusing on negative emotions and compensation preference, this article innovatively classifies customers encountering service failure into four types: troublesome, opportunistic, emotional and friendly. To test the rationality of the classification, loyalty differences were examined in both core service failure and interpersonal service failure scenarios by a scenario-based experimental method. The results reveal that customers show different lo…
An integrated model of congruence and credibility in celebrity endorsement
Based on psychological theories of associative learning and self-concept, this study proposes an integrated conceptual framework of dual-path relationships between two types of congruence (product-celebrity congruence vs. self-celebrity congruence) and two dimensions of source credibility (endorser expertise vs. endorser trustworthiness), and their impact on advertising effectiveness in celebrity endorsement. Path analysis using data from college…
Contesting Dishonesty
Psychology (5 works) · Social Psychology (5 works) · Advertising (3 works) · Consumer Behavior in Brand Consumption and Identification (3 works) · Political science (3 works) · Business (2 works) · Social Psychology (2 works) · Sociology (2 works) · Agency (philosophy (1 work) · Behavioral Health and Interventions (1 work)