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Journal Articles

Beyond human streamers: how AI-avatar engagement strategies influence consumer acceptance

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Bingqin Han, Diyi Liu, Suntong Qi
Journal: Asia Pacific Journal of Marketing and Logistics
Asia Pacific Journal of Marketing and Logistics 1–20.
https://doi.org/10.1108/APJML-04-2025-0618
Published: 05 September 2025
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Journal Articles

From court to catwalk: exploring consumer value expectancies in the evolution of sportswear to fashion wear

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Bingqin Han, Diyi Liu, Ying Sun
Journal: Asia Pacific Journal of Marketing and Logistics
Asia Pacific Journal of Marketing and Logistics (2025) 37 (11): 3564–3584.
https://doi.org/10.1108/APJML-12-2024-1874
Published: 17 April 2025
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Journal Articles

How personal values influence home-country consumers’ attitudes toward the brand engaging in cross-border philanthropy? The empirical evidence from China

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Jun Yang, Fang Ma, Diyi Liu
Journal: Asia Pacific Journal of Marketing and Logistics
Asia Pacific Journal of Marketing and Logistics (2025) 37 (7): 1801–1815.
https://doi.org/10.1108/APJML-05-2024-0705
Published: 18 December 2024
View article titled, How personal values influence home-country consumers’ attitudes toward the brand engaging in cross-border philanthropy? The empirical evidence from China
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