Hua Chang

• Ph.D. in Business Administration Marketing
• Professor (Assistant) at Towson University

Purpose The purpose of this paper is to empirically test the artist contagion effect. This effect suggests that the physical contact of the artist in creating the art leads to a transfer of the artist’s essence onto the artwork featured on a product, thereby enhancing consumers’ willingness to pay for such products featuring this art. Design/metho...

Purpose Customization allows brands to provide goods that match customers’ preferences, but its impact on consumer–brand relationships is unclear. This study aims to examine the impact of two key moderators on the effectiveness of customization to enhance brand’s perceived partner quality, which mediates the relationship between customization and b...

Purpose This study aims to provide a practical strategy for customer service and salesforce from the basis of behavioral economics. When customers thought they missed a discount but eventually could get the deal, they perceived that they had obtained more value. This research defines such a conversion effect between gain and loss accounts, demonstr...

Based on psychological theories of associative learning and self-concept, this study proposes an integrated conceptual framework of dual-path relationships between two types of congruence (product-celebrity congruence vs. self-celebrity congruence) and two dimensions of source credibility (endorser expertise vs. endorser trustworthiness), and their...

Deception is common in the marketplace where individuals pursue self-interests from their perspectives. Extant research suggests that perspective-taking, a cognitive process of putting oneself in other’s situation, increases consumers’ ethical tolerance for marketers’ deceptive behaviors. By contrast, the current research demonstrates that consumer...

Prior literature has provided little insight into how counterfeit dominance—consumers’ perception that counterfeit brands possess over 50% of market share for authentic and counterfeit brands combined—influences luxury fashion brand owners’ perceptions of their brands across cultures. Our research shows that counterfeit dominance negatively affects...

A challenge for Principles of Marketing instructors is introducing new topics to majors and non-majors alike in a way that piques interest and increases student engagement across the breadth of topics. To help instructors overcome this challenge, we provide marketing “hooks,” or short in-class exercises, that can be implemented to introduce a new t...

Despite the recent findings that connected consumers’ reactions to brand transgression are more negative when brand’s wrongdoings are of an ethical nature (Trump 2014), little research has examined the mechanism underlying the negative effect of consumer–brand relationships on consumer brand evaluations in the context of brand failures. This resear...

Relying on customer attribution theory and psychological contract model, we find that customers perceive a psychological contract breach more severe and experience more intense emotions when they attribute the service failure to external factors rather than internal factors (Experiment 1), and message construal level (Experiment 2) moderates the ef...

Consumption of processed organic food is on the rise while fresh organic food still dominates organic food market. Drawing from the literature on authenticity and construal level theory, this study aims to investigate the role of perceived authenticity and message construal level in consumers’ evaluations of two types of organic food (fresh vs. pro...

Purpose Increasing industry interest in visual artists and commercial brand collaborations has heightened the need for research on exactly how visual art can add meaning to brands in ways that enhance brand value to existing consumers and potentially reach new consumers. Consumers are known to select brands on the basis of how well these brands ref...

Fashion retailers are increasingly entering into brand alliances with visual artists, but the conditions under which such alliances are most effective are not clear. Drawing on brand personality and implicit personality theory, we used two experimental studies to show both negative (dilution of retailer's original personality) and positive (expansi...

Instructors are faced with the challenge of teaching a significant amount of material covering a wide variety of topics in a Principles of Marketing course. In order to present the critical consumer decision-making process concept in a meaningful way while remaining mindful of time constraints, we propose a semi-structured classroom activity that f...

Although cross-border brand acquisitions are increasingly common in the global marketplace, research on how consumers respond to them is limited. Building on social identity and psychological ownership theories, we introduce the concept of brand ownership to the advertising literature, and show its negative effects on consumer reactions to a brand...

First detected in 2009, H1N1 flu has caused human causalities and become one of the top global health concerns. This study examined the relationship between the use of mass media for information about H1N1 flu and health-related behaviors. Past studies have focused primarily on the direct effects of media exposure on engagement in preventative beha...

Many firms adopt green advertising and put great emphasis on the value of green marketing strategies. However, little research has examined the effectiveness of green appeal in advertisements. Building on message framing and construal level theory, this study examines the moderating role of temporal distance in effects of gain or loss framed messag...

An online survey was fielded to freshmen living in residence halls at a northwestern university in the United States. Structural equation modeling was used to investigate the structure of relationships among exposure to mainstream sports media, rape myth acceptance, and intentions to intervene in sexual assault situations while controlling for gend...

Popular crime dramas have tackled sensitive issues such as sexual assault with increasing frequency over the past 20 years. These popular programs increasingly demonstrate the emotional and physical effect of sexual assault on its victims, and in some instances they depict individuals being rewarded for intervening to prevent or stop an assault in...