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Journal Articles

The importance of CSR in forming customer–company identification and long-term loyalty

Min-Hsin Huang, Zhao-Hong Cheng, I-Chun Chen

Journal of Services Marketing (2017) 31 (1): 63–72.

https://doi.org/10.1108/JSM-01-2016-0046

Published: 13 February 2017

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Journal Articles

Strategies to enhance consumers’ identification with a service firm

Min-Hsin Huang, Zhao-Hong Cheng

Journal of Services Marketing (2016) 30 (4): 449–461.

https://doi.org/10.1108/JSM-10-2014-0340

Published: 11 July 2016

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Journal Articles

Re‐examining the effect of service recovery: the moderating role of brand equity

Min‐Hsin Huang

Journal of Services Marketing (2011) 25 (7): 509–516.

https://doi.org/10.1108/08876041111173633

Published: 11 October 2011

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