A Reflection of My 30-Year Journey as a Marketing Scholar:"He Who Overcomes Himself is Strong,and He Who is content is Rich"?&Zhou Nan 1
Bilateral Effects of Pro-China Ads of Multinational Brands:A Win-win or a Trade-off Situation?&Feng Wenting,Wu Xianjun,Peng Siqing 8
A Study on the Effect of Face Perception on the Implicit and Explicit Brand Attitude toward Country of Origin&Shi Zhuomin,Fan Lijie,Wen Linlin 25
The Impact of Time Concept on Consumers'Choice between Virtue and Vice&Tong Luqiong,Zheng Yuhuang,Zhao Ping 42
Consumer's Lucky Superstitious Decision Making Basing on Illusion of Control&Wang Jingyi,Wang Haizhong 51
The Impacts of an Additional Hedonic/Utilitarian Goal on the Evaluation of the Preference of Means&Du Xiaomeng,Zhang Li 59
Do Consumers Pay Voluntarily?The Inner Drivers of Consumer's Willingness to Pay under PWYW Pricing&Zhang Hui,Bai Changhong 85
Prediction and Analysis of Customer Loss Based Beta-geometric/NBD Model&Wang Xiening 102
Customer Empowerment and its Relationship with Service Fairness&Han Xiaoyun,Xie Lishan,Yang Junfeng 111