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Liwu Hsu

University of Alabama in Huntsville

11

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205

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The Moderating Role of Hotel Type on Advertising Expenditure Returns in Franchised Chains

2020 Journal of Advertising
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How Consumers’ Styles of Thinking Can Control Brand Dilution

2018 GfK Marketing Intelligence Review
- Alokparna Basu Monga
- Liwu Hsu
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The Warm Glow of Restaurant Checkout Charity

2017 Cornell Hospitality Quarterly
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Protecting Retailers Against Contagion: Exploring the Shielding Role of Marketing in the Negative Spillover of the Target Customer Data Breach

2016
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The role of social media and brand equity during a product recall crisis: A shareholder value perspective

2016 International Journal of Research in Marketing
- Liwu Hsu
- Benjamin Lawrence
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Brand architecture strategy and firm value: how leveraging, separating, and distancing the corporate brand affects risk and returns

2016 Journal of the Academy of Marketing Science
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Citations (55)