| Vicarious innovativeness or vicarious learning: The role of existing vicarious innovativeness in new product purchase intentions CW Chao, M Reid, YC Hung Australasian Marketing Journal 24 (1), 87-92, 2016 | 20 | 2016 |
| Love the star, love the team? The spillover effect of athlete sub brand to team brand advocacy in online brand communities A Wong, YC Hung Journal of Product & Brand Management, 2022 | 17 | 2022 |
| Winning box office with the right movie synopsis YC Hung, C Guan European Journal of Marketing, 2020 | 16 | 2020 |
| The weight of the saddened soul: the bidirectionality between physical heaviness and sadness and its implications for sensory marketing Y Hung, X Zheng, J Carlson, LM Giurge Journal of Marketing Management 33 (11-12), 917-941, 2017 | 14 | 2017 |
| Cultural differences in hospitality service evaluations: mining insights of user generated content C Guan, YC Hung, W Liu Electronic Markets, 1-21, 2022 | 12 | 2022 |
| Does Consumer Innovativeness Matter in Electrified Vehicle? The Moderation Role of Consumer Involvement CW Chao, YC Hung, L Sun Journal of International Consumer Marketing 34 (3), 298-311, 2022 | 12 | 2022 |
| Love at first sight: The effect of presentation order on evaluation of experiential options in luxury tour packages YC Hung, L Song, CWF Chao, C Guan Journal of Business Research 81, 181-191, 2017 | 12 | 2017 |
| Blended human-technology service realities in healthcare S Dodds, R Russell–Bennett, T Chen, AS Oertzen, L Salvador-Carulla, ... Journal of Service Theory and Practice, 2022 | 11 | 2022 |
| Non-linear characteristics in switching intention to use a docked bike-sharing system YW Kuo, CH Hsieh, YC Hung Transportation 48 (3), 1459-1479, 2021 | 8 | 2021 |
| A Systematic Review of Research on ChatGPT: The User Perspective C Guan, D Ding, P Gupta, YC Hung, Z Jiang Exploring Cyber Criminals and Data Privacy Measures, 124-150, 2023 | 3 | 2023 |
| From switching intent to behavior: A construal level theory perspective in the context of contractual services J Wirtz, Y Hung, C Yeung, J Chiang The Customer is NOT Always Right? Marketing Orientationsin a Dynamic …, 2017 | 2 | 2017 |
| Cancelation efficiency: Why the effect of comparison direction strengthens with choice set size YC Hung, CWM Yeung International Journal of Research in Marketing 28 (2), 102-108, 2011 | 1 | 2011 |
| Unravelling consumer engagement in influencer marketing: An exploratory UGC analysis YC Tseng, PY Chen, J Ren, Y Hung, W Liu, JT Horng, LC Wu | | 2023 |
| Mixed Attitude towards ChatGPT on Social Media: Digital Emotion Contagion or Knowledge Sharing WJ Wang, CK Wu, W Liu, Y Hung, J Ren, JT Horng | | 2023 |
| Semantics as persuasive cues in donation-based crowdfunding campaigns: The moderating role of donation category TY Hsu, YC Tsai, Y Hung, W Liu, J Ren, D Ding, JT Horng | | 2023 |
| Public Sentiment Toward ChatGPT on Social Media X: An Evidence of Mixed Emotions (Page Count: 7) WJ Wang, CK Wu, W Liu, Y Hung, J Ren, JT Horng | | |
| Unravelling Consumer Engagement in Influencer Marketing: An Exploratory UGC Analysis (Page Count: 8) YC Tseng, PY Chen, J Ren, Y Hung, W Liu, JT Horng, LC Wu | | |
