Beichen Liang

发表

Cross-Cultural Differences in the Effects of Abstract and Concrete Thinking on Imagery Generation and Ad Persuasion

Joseph Cherian, Beichen Liang, Joseph Cherian, 2010 .

Cultural differences in imagery generation: the influence of concrete versus abstract thinking

S. Kale, Beichen Liang, 2010 .

The effects of self-efficacy, process feedback, and task complexity on escalation of commitment in new product development

Beichen Liang, 2019, Journal of Business & Industrial Marketing.

Disentangling the Effect of Culture and Language on Imagery Generation

Beichen Liang, 2009 .

The goal is attainable: the effects of goal gradient and sub-goals on escalation of commitment in a new product evaluation

Beichen Liang, Beichen Liang, 2021 .

Linguistic Differences between Chinese and English and Their Effects on Consumers' Ability to Generate Images

Beichen Liang, 2007 .

How Millennials’ Personality Traits Influence Their Eco-Fashion Purchase Behavior

Beichen Liang, Wei Fu, 2019, Athens Journal of Business & Economics.

Is the future static or dynamic? The role of culture on escalation of commitment in new product development

Sudhir H. Kale, Joseph Cherian, Beichen Liang, 2014 .

The effect of culture on consumer choice: the need for conformity vs. the need for uniqueness

Beichen Liang, Yanbin He, 2012 .

The effect of culture on the context of ad pictures and ad persuasion

Rodney C. Runyan, Beichen Liang, Wei Fu, 2011 .

Cultural differences in imagery generation: the influence of abstract versus concrete thinking

S. Kale, Beichen Liang, 2012 .

AMERICAN AND CHINESE THINKING STYLES: ATTITUDE EFFECTS ON HOLISTIC AND ATTRIBUTE ADS

Joseph Cherian, Beichen Liang, 2014 .

Cultural differences in ad information processing: The influence of analytic versus holistic thinking.

Beichen Liang, 2007 .

How brand experience, satisfaction, trust, and commitment affect loyalty: a reexamination and reconciliation

Beichen Liang, 2021, Italian Journal of Marketing.

The choice of brand extension: the moderating role of brand loyalty on fit and brand familiarity

Beichen Liang, Wei Fu, 2021, Journal of Marketing Analytics.

A Review of: “Billions: Selling to the New Chinese Consumer”

Beichen Liang, Xin Zhou, 2008 .

ASSOCIATION FOR CONSUMER RESEARCH

Beichen Liang, 2015 .

Can followers overcome pioneers? The role of superior alignable differences in consumer evaluation of brand extensions

Joseph Cherian, Beichen Liang, Wei Fu, 2010 .

Concrete thinking or ideographic language: which is the reason for Chinese people's higher imagery-generation abilities?

Joseph Cherian, Beichen Liang, Yili Liu, 2010 .