Yan Li

TL;DR: In this paper, the mediation effect of brand identification and the moderating effect of service quality on the effects of corporate social responsibility association on service brand performance was examined and a survey of customers of mobile telecommunications services was conducted.

TL;DR: The authors proposed a social identity perspective of customer-brand relationship and integrated brand identity and identification with value, trust and satisfaction in predicting brand loyalty, and two studies' empirical results support this path to brand loyalty framework.

TL;DR: In this paper, the authors investigated how different aspects of service quality could have effects on overall perception of services quality, perceived value, and service brand equity, and found that empathy, network quality, reliability, and assurance have a significant effect on service quality and value perception.

TL;DR: This paper investigated how native consumers evaluate international brand alliances (IBA) between a foreign brand and a native brand and found that the attitude of the foreign brand attitude has a stronger effect on the attitude towards an IBA when the partner brand appears first in the IBA than when appearing second.

TL;DR: In this paper, the payoff gain from communication increases with the number of firms, at a decreasing rate, and the number does not significantly affect outcomes with communication, while without communication, the payoff gains increase.