Xing-Yu CHU
Biographic Data
| ID | 8916444 |
|---|---|
| NAME | Xing-Yu CHU |
| GIVEN NAMES | Xing-Yu |
| FAMILY NAME | CHU |
| SIGNATURE | CHU X |
| AFFILIATIONS | Nanjing University Business School |
| VERIFIED | No |
| TOTAL WORKS | 3 |
| TOTAL CITATIONS | 0 |
| WORKS AS AUTHOR | 3 |
| WORKS AS EDITOR | 0 |
| FIRST PUBLICATION YEAR | 2021 |
| LATEST PUBLICATION YEAR | 2024 |
| H-INDEX | 0 |
Semantic versus homophonic puns
How Anthropomorphized Brand Spokescharacters Affect Consumer Perceptions and Judgments
This study focuses on anthropomorphized spokescharacters, classifying them into cute or mature looks. The authors performed three studies to investigate how these two types of anthropomorphized spokescharacters affect consumer perceptions and judgments. Studies 1 and 2 examined advertising language (assertive versus nonassertive) and relationship norm (communal versus exchange) as boundary conditions. Study 3 shows how consumer persuasion knowled…
How Cause Marketing Campaign Factors Affect Attitudes and Purchase Intention
The authors propose that decisions regarding the duration of cause-related marketing campaigns should depend on the combination of cause type and product type. Results from three studies show that a long duration works when a utilitarian product is paired with a primary cause, such as life necessities, or a hedonic product with a secondary cause, such as quality of life. A short duration is advantageous for a hedonic product paired with a primary…
No prominent works on this page.
How Anthropomorphized Brand Spokescharacters Affect Consumer Perceptions and Judgments
This study focuses on anthropomorphized spokescharacters, classifying them into cute or mature looks. The authors performed three studies to investigate how these two types of anthropomorphized spokescharacters affect consumer perceptions and judgments. Studies 1 and 2 examined advertising language (assertive versus nonassertive) and relationship norm (communal versus exchange) as boundary conditions. Study 3 shows how consumer persuasion knowled…
How Cause Marketing Campaign Factors Affect Attitudes and Purchase Intention
The authors propose that decisions regarding the duration of cause-related marketing campaigns should depend on the combination of cause type and product type. Results from three studies show that a long duration works when a utilitarian product is paired with a primary cause, such as life necessities, or a hedonic product with a secondary cause, such as quality of life. A short duration is advantageous for a hedonic product paired with a primary…
Semantic versus homophonic puns
Advertising (3 works) · Business (3 works) · Psychology (3 works) · Affect (linguistics) (2 works) · Consumer Behavior in Brand Consumption and Identification (2 works) · Social Psychology (2 works) · Assertiveness (1 work) · Behavioral Health and Interventions (1 work) · Communication (1 work) · Digital Marketing and Social Media (1 work)