H. Haugen

The impact of cultural variability on brand stereotype, emotion and purchase intention

James G. Helgeson, Magne Supphellen, Alexander Jakubanecs, 2022, Journal of Consumer Marketing.

Elicitation of salient brand emotions in Western and East Asian markets: The role of elicitation context

Magne Supphellen, Alexander Fedorikhin, Njål Sivertstøl, 2019, International Journal of Market Research.

Developing brand emotions across cultures: effects of self-construal and context

Magne Supphellen, Alexander Jakubanecs, Njål Sivertstøl, 2019, Journal of Consumer Marketing.