Yujie Wei

Bio: Yujie Wei is an academic researcher from University of West Georgia. The author has contributed to research in topics: Consumer behaviour & Social media. The author has an hindex of 11, co-authored 19 publications receiving 1245 citations. Previous affiliations of Yujie Wei include Georgia State University.

Global brand equity model: combining customer‐based with product‐market outcome approaches

Abstract: Purpose – There is a growing interest in brand formation and brand valuation among global firms today, but global marketers typically ignore one of the key factors of brand building – corporation ability association (CAA). This paper aims to explore the structural relationship between CAA and consumer‐based brand equity variables and its product‐market outcomes.Design/methodology/approach – Utilizing Aaker and Keller's theoretical framework of brand equity, this paper develops a brand equity model combining customer‐based brand equity with product‐market outcome approaches. A set of scales are developed and tested on a national sample of Chinese consumers.Findings – The data provide support for ten of the 12 hypotheses. The results indicate that CAA is an important factor in building and preserving brand equity. CAA and brand awareness have impact on quality perception, which has positive impact on brand resonance, brand extensibility, and price flexibility. Brand resonance has positive influence on brand...

The Power of Many: An Assessment of Managing Internet Group Purchasing

Abstract: This article introduces Internet group purchasing (IGP) as a novel e-commerce phenomenon. Drawing on collective cognition and other relevant theories, we investigate the management of IGP by analyzing the four stages of IGP: (1) information accumulation, (2) interaction, (3) examination, and (4) accommodation. Netnographic methods were employed to collect qualitative data from eleven online group purchasing websites selected from hundreds of possible study websites. Analysis of the four stages of IGP lends support to the group-level cognition theory and makes contributions to collective cognition theory, especially as how it can be applied to the e-commerce context. It also situates group purchasing within the phenomenon of social networking marketing and discusses the symbiosis between IGP and businesses goals. Findings can help e-commerce practitioners to better understand online consumers and the manner in which they organize Internet group purchasing using social media. The research also provides managerial implications and directions for future research.

Increasing Job Performance and Reducing Turnover: An Examination of Female Chinese Salespeople

Abstract: The study examined a sales management model in a collectivist culture—China. Specifically, this research examined the relationships among emotional exhaustion, perceived organizational support, job satisfaction, organizational commitment, job performance, and turnover intentions among Chinese female salespeople. Using a sample of 292 retail salespeople, the proposed model was tested with structural equation modeling. Of the 12 linkages tested, 8 were significant. Differences emerged with regard to emotional exhaustion, perceived organizational support, organizational commitment, and turnover intentions, thus providing managerial implications for global marketers to reduce turnover and increase job performance among female Chinese salespeople.

Interactive home shopping: Consumer, retailer, and manufacturer incentives to participate in

Abstract: The authors examine the implications of electronic shopping for consumers, retailers, and manufacturers. They assume that near-term technological developments will offer consumers unparalleled opportunities to locate and compare product offerings. They examine these advantages as a function of typical consumer goals and the types of products and services being sought and offer conclusions regarding consumer incentives and disincentives to purchase through interactive home shopping vis-à-vis traditional retail formats. The authors discuss implications for industry structure as they pertain to competition among retailers, competition among manufacturers, and retailer-manufacturer relationships.

The effect of social media communication on consumer perceptions of brands

Abstract: Researchers and brand managers have limited understanding of the effects social media communication has on how consumers perceive brands. We investigated 504 Facebook users in order to observe the impact of firm-created and user-generated social media communication on brand equity, brand attitude and purchase intention by using a standardized online survey throughout Poland. To test the conceptual model, we analyzed 60 brands across three different industries: non-alcoholic beverages, clothing and mobile network operators. When analyzing the data, we applied the structural equation modeling technique to both investigate the interplay of firm-created and user-generated social media communication and examine industry-specific differences. The results of the empirical studies showed that user-generated social media communication had a positive influence on both brand equity and brand attitude, whereas firm-created social media communication affected only brand attitude. Both brand equity and brand attitude were shown to have a positive influence on purchase intention. In addition, we assessed measurement invariance using a multi-group structural modeling equation. The findings revealed that the proposed measurement model was invariant across the researched industries. However, structural path differences were detected across the models.