Research output
- 13 Article
-
How brand experience, satisfaction, trust, and commitment affect loyalty: a reexamination and reconciliation
Liang, B., Jun 2022, In: Italian Journal of Marketing. 2022, 2, p. 203-231 29 p.Research output: Contribution to journal › Article › peer-review
-
The choice of brand extension: the moderating role of brand loyalty on fit and brand familiarity
Liang, B. & Fu, W., Mar 2021, In: Journal of Marketing Analytics. 9, 1, p. 17-32 16 p.Research output: Contribution to journal › Article › peer-review
-
The goal is attainable: the effects of goal gradient and sub-goals on escalation of commitment in a new product evaluation
Liang, B., Sep 17 2021, In: Innovation and Management Review. 18, 3, p. 258-275 18 p.Research output: Contribution to journal › Article › peer-review
Open Access -
The effects of self-efficacy, process feedback, and task complexity on escalation of commitment in new product development
Liang, B., Oct 21 2019, In: Journal of Business and Industrial Marketing. 34, 8, p. 1641-1653 13 p.Research output: Contribution to journal › Article › peer-review
-
Is the future static or dynamic? The role of culture on escalation of commitment in new product development
Liang, B., Kale, S. H. & Cherian, J., Jan 2014, In: Industrial Marketing Management. 43, 1, p. 155-163 9 p.Research output: Contribution to journal › Article › peer-review