Brand personality inference: the moderating role of product meaning
- Creator: Kum, Doreen , Bergkvist, Lars , Lee, Yih Hwai , Leong, Siew Meng
- Resource Type: journal article
- Date: 2012
Testing to prevent bad translation: brand name conversions in Chinese-English contexts
- Creator: Kum, Doreen , Lee, Yih Hwai , Qiu, Cheng
- Resource Type: journal article
- Date: 2011
The joint effects of advertising and product trial: a source-monitoring perspective
- Creator: Kum, Doreen , Lee, Yih Hwai
- Resource Type: journal article
- Date: 2011
Consumer cheating on service guarantees
- Creator: Wirtz, Jochen , Kum, Doreen
- Resource Type: journal article
- Date: 2004