Xiaojing Yang

Xiaojing Yang

University of South Carolina - Columbia / United States
Business & Management / Marketing
AD Scientific Index ID: 1621958
person_outline Xiaojing Yang's MOST POPULAR ARTICLES
1-) The impact of advertising creativity on the hierarchy of effectsRE Smith, J Chen, X YangJournal of advertising 37 (4), 47-62, 20084052008
2-) Toward a general theory of creativity in advertising: Examining the role of divergenceRE Smith, X YangMarketing Theory 4 (1-2), 31-58, 20043852004
3-) Modeling the determinants and effects of creativity in advertisingRE Smith, SB MacKenzie, X Yang, LM Buchholz, WK DarleyMarketing science 26 (6), 819-833, 20073622007
4-) Beyond attention effects: Modeling the persuasive and emotional effects of advertising creativityX Yang, RE SmithMarketing Science 28 (5), 935-949, 20092702009
5-) When and Why Saying “Thank You” Is Better Than Saying “Sorry” in Redressing Service Failures: The Role of Self-EsteemY You, X Yang, L Wang, X DengJournal of Marketing 84 (2), 133-150, 20201252020