Wan-Hsiu Sunny Tsai

International Journal of Advertising · 2014–2021

A researcher in the Science corpus: 2 papers; trusts 1 researcher and is trusted by 0 researchers here, as inferred from the citation graph.

Whom Wan-Hsiu Sunny Tsai trusts overall

Their strongest outbound trust, strongest first, inferred from their citations.

1. Rex Bryan Kline
2. Barbara M. Byrne
3. Andrew F. Hayes

Papers from Wan-Hsiu Sunny Tsai's perspective

Ordered by how strongly the researchers Wan-Hsiu Sunny Tsai trusts endorse each paper. Same corpus, a different order for every researcher.

1. Structural equation modeling with EQS : basic concepts, applications, and programming
2. Introduction to Mediation, Moderation, and Conditional Process Analysis: A Regression-Based Approach
3. Principles and practice of structural equation modeling, 2nd ed.
4. The Situational Impact of Brand Image Beliefs
5. How does celebrity meaning transfer? Investigating the process of meaning transfer with celebrity affiliates and mature brands
6. Consumer Inference: A Review of Processes, Bases, and Judgment Contexts
7. Celebrity performance and endorsement value: the case of Tiger Woods
8. Celebrity Endorsements and Beyond: New Avenues for Celebrity Branding
9. The equity effect of product endorsement by celebrities: A conceptual framework from a co-branding perspective
10. Celebrity endorsements: a literature review and research agenda (Leveraged Marketing Communications)

Their papers

• Perceptual, Attitudinal, and Behavioral Outcomes of Organization–Public Engagement on Corporate Social Networking Sites (2014) — 164 citations
• Meaning transfer in celebrity endorsement and co-branding: meaning valence, association type, and brand awareness (2021) — 89 citations