Huifang Mao

Huifang Mao

Iowa State University - Ames / United States
Business & Management / Marketing
AD Scientific Index ID: 1414053
person_outline Huifang Mao's MOST POPULAR ARTICLES
1-) Smile big or not? Effects of smile intensity on perceptions of warmth and competence Journal of Consumer Research 43 (5), 787-805, 2017
2-) Effects of prototype and exemplar fit on brand extension evaluations: A two-process contingency model Journal of Consumer Research 33 (1), 41-49, 2006
3-) The influence of chronic and situational self-construal on categorization Journal of Consumer Research 34 (1), 66-76, 2007
4-) Adapting to succeed? Leveraging the brand equity of best sellers to succeed at the box office Journal of the Academy of Marketing Science 40, 558-571, 2012
5-) Good guys can finish first: How brand reputation affects extension evaluations Journal of consumer psychology 29 (4), 565-583, 2019