Outputs (18)

Not Everyone Engages in Compensatory Consumption: The Role of Implicit Self-Theories, Sales Promotions, and Compensation Domains (2022)
Presentation / Conference
Yuanyi, X., & Huang, H. (2022, December). Not Everyone Engages in Compensatory Consumption: The Role of Implicit Self-Theories, Sales Promotions, and Compensation Domains. Paper presented at Society for Consumer Psychology, Online Conference

The Role of Digital-Media-Based Pedagogical Aids in Elementary Entomology: An Innovative and Sustainable Approach (2022)
Journal Article
Lu, S., Chen, Y., Huang, H., & Liu, Y. (2022). The Role of Digital-Media-Based Pedagogical Aids in Elementary Entomology: An Innovative and Sustainable Approach. Sustainability, 14(16), https://doi.org/10.3390/su141610067

It has been challenging for city school pupils to learn about insects, given the lack of live insects. To overcome this challenge, the objective of this study is to propose the use of emerging digital media, namely three-dimensional printing (3DP) te... Read More about The Role of Digital-Media-Based Pedagogical Aids in Elementary Entomology: An Innovative and Sustainable Approach.

When Identity Threat Does Not Lead to Compensatory Consumption: The Role of Implicit Theory (2022)
Conference Proceeding
Xu, Y., Huang, H., & Lin, Z. (in press). When Identity Threat Does Not Lead to Compensatory Consumption: The Role of Implicit Theory.

Limited-edition advertising does not always work for luxury brands: The influence of consumption contexts (2021)
Journal Article
Tseng, T., Huang, H. H., & Liu, M. T. (2021). Limited-edition advertising does not always work for luxury brands: The influence of consumption contexts. Journal of Consumer Behaviour, 20(5), 1204-1215. https://doi.org/10.1002/cb.1928

Limited-edition advertising on a limited quantity available to be sold (LQS, limited quantity scarcity) is used to increase product value, thereby enticing consumers. This type of limited-edition advertising has been proven to be effective for luxury... Read More about Limited-edition advertising does not always work for luxury brands: The influence of consumption contexts.

How Do Motivations for Commitment in Online Brand Communities Evolve? The Distinction Between Knowledge- and Entertainment-Seeking Motivations (2017)
Journal Article
Tseng, T., Huang, H., & Setiawan, A. (2017). How Do Motivations for Commitment in Online Brand Communities Evolve? The Distinction Between Knowledge- and Entertainment-Seeking Motivations. Computers in Human Behavior, 77, 326-335. https://doi.org/10.1016/j.chb.2017.09.016

The current study used the concept of motivational hierarchy to investigate how commitment is developed in online brand communities. By examining the online brand communities of two functional (Canon and Nikon) and two symbolic brands (Coca-Cola and... Read More about How Do Motivations for Commitment in Online Brand Communities Evolve? The Distinction Between Knowledge- and Entertainment-Seeking Motivations.

Self-Brand Connection: The Role of Achievement and brand Consciousness in Public versus Private Consumption Situations (2013)
Presentation / Conference
Huang, H. H., & Mitchell, V. (2013, December). Self-Brand Connection: The Role of Achievement and brand Consciousness in Public versus Private Consumption Situations. Paper presented at 8th Global Brand Conference of the Academy of Marketing (SIG: Brand, Identity and Corporate Reputation), Porto, Portugal

Do Ethical Purchase Intentions Really Lead to Ethical Purchase Behaviour? A Case of Animal-testing Issues in Shampoo (2013)
Journal Article
Mader, A., Huang, H., & Tseng, T. (2013). Do Ethical Purchase Intentions Really Lead to Ethical Purchase Behaviour? A Case of Animal-testing Issues in Shampoo. International Business Research, 6(7), 102-110

The Role of Imagination and Brand Personification in Brand Relationships (2013)
Journal Article
Huang, H., & Mitchell, V. (2014). The Role of Imagination and Brand Personification in Brand Relationships. Psychology and Marketing, 31(1), 38-47. https://doi.org/10.1002/mar.20673

How Can Private Labels Increase Their Value? – The Role of a Brand Name and Packaging Design (2013)
Presentation / Conference
Arif, F., Cooke, A., & Huang, H. H. (2013, June). How Can Private Labels Increase Their Value? – The Role of a Brand Name and Packaging Design. Paper presented at European Academy of Marketing Conference (EMAC), Istanbul, Turkey

Does a Brand Relationship Exist? (2012)
Conference Proceeding
Huang, H., & Mitchell, V. (2012). Does a Brand Relationship Exist?.

The Transfer and Limitations of the Relationship Metaphor in Identity-Relevant Consumption Situations (2012)
Book Chapter
Huang, H. (2012). The Transfer and Limitations of the Relationship Metaphor in Identity-Relevant Consumption Situations. In S. Fournier, M. Breazeale, & M. Fetscherin (Eds.), Consumer-Brand Relationships: Theory and Practice (244-261). Routledge

The Role of Imagination in Identity Expressive Consumption Situations (2012)
Conference Proceeding
Huang, H., & Mitchell, V. (2012). The Role of Imagination in Identity Expressive Consumption Situations.

Are Consumer and Brand Personalities the Same? (2012)
Journal Article
Huang, H., Mitchell, V., & Rosenaum-Elliott, R. (2012). Are Consumer and Brand Personalities the Same?. Psychology and Marketing, 29(5), 334-349. https://doi.org/10.1002/mar.20525

Online Brand Community: A Social Media Perspective (2011)
Conference Proceeding
Jones, L., & Huang, H. (2011). Online Brand Community: A Social Media Perspective.

Self-Identity and Brand Choice: A Brand Relationship Perspective (2010)
Conference Proceeding
Huang, H. (2010). Self-Identity and Brand Choice: A Brand Relationship Perspective.

Male Interpretation of Idealized Model Images in Advertising - A Cross Cultural Study (2010)
Conference Proceeding
Huang, H., & Elliott, R. (2010). Male Interpretation of Idealized Model Images in Advertising - A Cross Cultural Study.

Can Personality Tell Us Who is More Brand Conscious? (2010)
Conference Proceeding
Huang, H. (2010). Can Personality Tell Us Who is More Brand Conscious?.

Consumer Psychology: Theories & Applications
Book
Huang, H. Consumer Psychology: Theories & Applications. SAGE Publications