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Journal Articles

The role of brand image congruity in Chinese consumers' brand preference

Jing Hu, Xin Liu, Sijun Wang, Zhilin Yang

Journal of Product & Brand Management (2012) 21 (1): 26–34.

https://doi.org/10.1108/10610421211203088

Published: 24 February 2012

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Journal Articles

Umbrella brand price premiums: effects of compatibility, similarity, and portfolio size

Xin Liu, Michael Y. Hu

Journal of Product & Brand Management (2011) 20 (1): 58–64.

https://doi.org/10.1108/10610421111108021

Published: 01 March 2011

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Journal Articles

Affect transfer in brand extensions: the role of expectancy and relevancy

Xin Liu, Michael Y. Hu, Pamela E. Grimm

Journal of Product & Brand Management (2010) 19 (5): 317–326.

https://doi.org/10.1108/10610421011068559

Published: 24 August 2010

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