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 effects Journal of advertising 37 (4), 47-62, 2008
2-) Modeling the determinants and effects of creativity in advertising Marketing science 26 (6), 819-833, 2007
3-) Toward a general theory of creativity in advertising: Examining the role of divergence Marketing Theory 4 (1-2), 31-58, 2004
4-) Beyond attention effects: Modeling the persuasive and emotional effects of advertising creativity Marketing Science 28 (5), 935-949, 2009
5-) When and Why Saying “Thank You” Is Better Than Saying “Sorry” in Redressing Service Failures: The Role of Self-Esteem Journal of Marketing 84 (2), 133-150, 2020