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Journal Articles

How does consumers’ scarcity mentality in live-streaming influence impulse buying behavior? An empirical study from a competitive perspective

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Fang Liu, Yuqi Zhang, Zheng Li
Journal: Asia Pacific Journal of Marketing and Logistics
Asia Pacific Journal of Marketing and Logistics 1–24.
https://doi.org/10.1108/APJML-04-2025-0580
Published: 02 December 2025
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Journal Articles

A closer look at geographical indicators: how food labels influence product values, authenticity and willingness to pay premium prices

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Kenneth Fu Xian Ho, Fang Liu, Liudmila Tarabashkina
Journal: Asia Pacific Journal of Marketing and Logistics
Asia Pacific Journal of Marketing and Logistics (2024) 36 (4): 837–861.
https://doi.org/10.1108/APJML-11-2022-0926
Published: 08 November 2023
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Journal Articles

The relationship between attitude and behavior: an empirical study in China

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Jianyao Li, Dick Mizerski, Alvin Lee, Fang Liu
Journal: Asia Pacific Journal of Marketing and Logistics
Asia Pacific Journal of Marketing and Logistics (2009) 21 (2): 232–242.
https://doi.org/10.1108/13555850910950059
Published: 27 March 2009
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Journal Articles

Sex appeal advertising: gender differences in Chinese consumers’ responses

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Fang Liu, Jianyao Li, Hong Cheng
Journal: Asia Pacific Journal of Marketing and Logistics
Asia Pacific Journal of Marketing and Logistics (2006) 18 (1): 19–28.
https://doi.org/10.1108/13555850610641064
Published: 01 January 2006
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