Brand personality inference: the moderating role of product meaning
- Kum, Doreen, Bergkvist, Lars, Lee, Yih Hwai, Leong, Siew Meng
Testing to prevent bad translation: brand name conversions in Chinese-English contexts
- Kum, Doreen, Lee, Yih Hwai, Qiu, Cheng
The joint effects of advertising and product trial: a source-monitoring perspective
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