B
Baohong Sun
Researcher at Cheung Kong Graduate School of Business
Publications - 58
Citations - 3839
Baohong Sun is an academic researcher from Cheung Kong Graduate School of Business. The author has contributed to research in topics: Customer retention & Customer advocacy. The author has an hindex of 30, co-authored 58 publications receiving 3369 citations. Previous affiliations of Baohong Sun include Dartmouth College & University of North Carolina at Chapel Hill.
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A Dynamic Model of Brand Choice When Price and Advertising Signal Product Quality
TL;DR: A structural model of household behavior in an environment where there is uncertainty about brand attributes and both prices and advertising signal brand quality implies that price is an important quality-signaling mechanism and that frequent price cuts can have significant adverse effects on brand equity.
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Cross-Selling Sequentially Ordered Products: An Application to Consumer Banking Services:
TL;DR: In this article, a structural multivariate probit model is presented to investigate how customer demand for multiple products evolves over time and its implications for the sequential acquisition patterns of naturally ordered products.
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An Empirical Investigation of the Spillover Effects of Advertising and Sales Promotions in Umbrella Branding
Tülin Erdem,Baohong Sun +1 more
TL;DR: In this paper, the authors investigate and find evidence for advertising and sales promotion spillover effects for umbrella brands in frequently purchased packaged product categories, and they also capture the impact of advertising (as well as use experience) on both utility mean and variance across two categories.
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A Dynamic Model of Brand Choice When Price and Advertising Signal Product Quality
TL;DR: Erdem et al. as discussed by the authors developed a structural model of household behavior in an environment where there is uncertainty about brand attributes and both prices and advertising signal brand quality, and showed that price is an important quality-signaling mechanism and that frequent price cuts can have significant adverse effects on brand equity.
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The Squeaky Wheel Gets the Grease-An Empirical Analysis of Customer Voice and Firm Intervention on Twitter
Liye Ma,Baohong Sun,Sunder Kekre +2 more
TL;DR: A dynamic choice model is developed that explicitly accounts for both customers' voicing decisions and their relationships with the firm, and it is found that redress seeking is a major driver of customer complaints, and although service intervention improves relationships, it also encourages more complaints later.