Yi Xie

University of International Business and Economics · Marketing

Contemporary consumer behavior research largely conceptualizes post-decision evaluation processes in terms of decision confidence; anticipated regret and satisfaction; and decision and consumption satisfaction. The current research broadens this view, arguing that people additionally experience varying degrees of decision comfort that are distinct...

The present research examines how different kinds of promotion programs (i.e., price discount versus donation promotion) buffer brands from the ill effects of product-harm crises. Drawing on attribution theory, the authors investigate the differential effects of promotion programs on consumer responses following ambiguous product-harm crises. These...

The authors propose an augmented conceptual model explaining consumer preferences for global brands versus local brands in emerging markets and test the model using data from a Chinese consumer sample. The model adds high brand-identity expressiveness as well as high trust and positive affect toward these brands. The results support these additions...

This research proposes an integrative model in which corporate social responsibility (CSR) and corporate ability (CA) influence customer supporting behaviours through three relational factors (i.e. customer satisfaction, trust and identification). A survey was conducted in China. Empirical results indicate that (1) satisfaction, trust and identific...

This study uses the term of corporate associations to represent all the information that a person holds toward a specific firm, and differentiates two key sub-dimensions of corporate ability associations (CAA) (i.e. product quality and innovative ability) and corporate social responsibility associations (CSRA) (i.e. philanthropic responsibility and...

This research proposes a conceptual model with perceived value, satisfaction, subjective norm and individual characteristics (i.e., self-esteem, self-efficacy and extraversion) as key predictors of adolescents' intention to play online games. Perceived value is determined by positive factor of perceived benefits and negative factor of perceived ris...

How does corporate reputation influence customer behavioral intentions? This article proposes a model with customer trust, customer identification and customer commitment as the key intervening factors between corporate reputation and customer purchase intention and willingness to pay a price premium. We test the model by using data from 351 custom...

The purpose of the comprehensive model presented here is to explain the underlying mechanism by which corporations can repair customer trust after negative publicity. The study sets out to examine corporate informational, affective, and functional initiatives managers take to influence three trustworthiness factors—competence, benevolence, and inte...