Yong Zhang

Responses to Humorous Advertising: The Moderating Effect of Need for Cognition

Yong Zhang, Yong Zhang, 1996 .

Matching Advertising Appeals to Culture: The Influence of Products' Use Conditions

Bruce D. Gelb, B. Gelb, Yong Zhang, 1996 .

Consumer product evaluation: the interactive effect of message framing, presentation order, and source credibility

Yong Zhang, R. Buda, Richard Buda, 2000 .

The effect of humor in advertising: An individual‐difference perspective

Yong Zhang, Yong Zhang, 1996 .

The influence of culture on advertising effectiveness in China and the USA

James P. Neelankavil, Yong Zhang, Yong Zhang, 1997 .