Heng-Hui Wu

Providence University · Department of Business Administration

Learning outcomes Learning objectives of this case is to understand the hairdressing industry and develop the sub-branding strategy. After reading this case and practicing in class, students should be able to understand this business and marketing terminology and apply them in the real world. Students will learn the branding strategies: brand exten...

Purpose As consumers read multiple reviews, so consumer review consistency is important. The purpose of this paper is to investigate the role of consumer review consistency in influencing attitudes toward brands by examining its underlying effect on consumers’ emotions after they read consistent consumer reviews. In addition, the moderation effect...

Purpose Despite the growing interest by scholars, practitioners and public policymakers, there are still divergent and fragmented conceptualizations of nation branding as the field is still developing. In response, the purpose of this paper is to review and synthesize nation branding research and to provide directions for future research. Design/m...

This study of how positive mood mediates the influences of musical preference and postconsumption product evaluation on consumer satisfaction focuses specifically on a model in which positive mood fully mediates the influences. The proposed model is compared with two competing models, and a structural equation model is used to test and compare the...

Purpose This study aims to explain why e‐mails trigger emotional response states in receivers and to explore the influence of e‐mail formats on the receivers' intention to forward e‐mails. Design/methodology/approach Data were collected from 305 undergraduate and EMBA students in one university in Northern Taiwan. Participants were asked to fill o...