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【With the same author name:【Yuan Denghua】 Found 4 articles】 /Page Order by: Asce Desc

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MARKETING | F270

Negatively-valenced Customer Engagement Research:A Review and Prospects

Zhu Liye, Yuan Denghua, Li Chunyu, et al

Negatively-valenced customer engagement (hereafter, NVCE) refers to customers’ unfavorable thoughts, feelings, and behaviors towards a firm during their interactions with it. In recent ye...

First published at: Jul 20, 2024

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doi:10.16538/j.cnki.fem.20231210.301

Foreign Economics & Management, Vol. 46, Issue 07, pp. 120 - 134

| F270

Para-social Interaction in Social Media and Its Marketing Effectiveness

Yuan Denghua, Gao Lidan

The rapid development of social media（such as live streaming, short videos, Vlogs, etc.）has attracted scholars’ attention to the theory of para-social interaction. Different from t...

First published at: Jul 01, 2020

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doi:10.16538/j.cnki.fem.20200407.301

Foreign Economics & Management, Vol. 42, Issue 07, pp. 21 - 35

| F270

How Does Customer Engagement in Brand Co-creation Promote Brand Loyalty? A study on the Influences and Mechanisms of the Types of Brand Co-creation Behavior on Brand Loyalty

Zhu Liye, Yuan Denghua, Zhang Hongming

Based on the theory of value co-creation, western scholars began to re-examine the role of brand managers, customers and other stakeholders in the brand building from a " co-creation&...

First published at: May 01, 2018

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doi:10.16538/j.cnki.fem.2018.05.007

Foreign Economics & Management, Vol. 40, Issue 05, pp. 84 - 98

| F270

A Literature Review of Brand Evangelism

Yuan Denghua, Wang Qi, Zhu Liye

Brand evangelism refers to brand identification and loyalty by consumers like evangelists who not only continuously consume this brand, but also actively persuade others to purchase this b...

First published at: Jan 25, 2016

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doi:10.16538/j.cnki.fem.2016.03.005

Foreign Economics & Management, Vol. 38, Issue 03, pp. 61 - 72

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