Liya Zhu

Mixed emotions enhance consumer acceptance of distant brand extensions: the role of dialectical thinking as a mediator

Purpose This study aims to examine how mixed emotions (simultaneous happiness and sadness) influence consumer evaluations of distant brand extensions, addressing a critical gap in low-fit extension strategies. Design/methodology/approach Four experimental studies were conducted e...

The effect of ad-interactor size on consumers’ purchase intention in social media in-feed ads

Purpose Previous studies on social media in-feed advertising have mainly explored the antecedent variables affecting ad effectiveness (e.g. interaction intention); however, they have not considered the impact of the interaction characteristic of ad-interactor size on ad effective...