This series contains MPhil and PhD theses of Department of Marketing and International Business as approved by Lingnan University. Unless otherwise stated, fulltext access is available for all theses.

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Theses/Dissertations from 2016

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Assessing the effect of mobile word-of-mouth on consumers : the physical, psychological and social influences, Juanyi JIANG (蔣雋怡)

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The integrative effects of promotion attributes : implications for effective promotion design, Suntong QI

Theses/Dissertations from 2015

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Overcoming "liability of newness" of international new ventures : the role of flexibility, Yuqing CHEN

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Engaging your customers via responding to online product reviews, Chunyu LI

Theses/Dissertations from 2013

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Customer selection for direct marketing: bi-objective optimization using support vector machine, Qian WANG

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Consumer animosity and purchase behavior : the role of corporate social responsibility, Chun ZHANG

Theses/Dissertations from 2012

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A pleasant surprise or injury plus insult? : consumers' (dis)satisfaction with recovery strategies for service failure, Muyu WEI

Theses/Dissertations from 2011

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The effect of word-of-mouth on the purchase of genuine and counterfelt luxury brands : the roles of attitude functions, Wei WANG

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The internationalization of emerging market multinationals : effects of host and home country institutional facotrs, Yuanyuan ZHANG

Theses/Dissertations from 2010

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The effects of perceived brand globalness on consumer responses to brand failures, Xue GAO

Theses/Dissertations from 2009

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"Seeing is believing?" : a persuasion knowledge model on attitudinal evaluations in advertisements, Yan WU

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Improving the profitability of direct marketing : a quantile regression approach, Xi ZHANG

Theses/Dissertations from 2008

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The effect of online consumer reviews on new product sales : a study of amazon.com, Xiaoning GUO

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Susceptibility to global consumer culture : scale development and purchase behaviour of Shanghai consumers, Yue HUO

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Creation of principal-agency relationship value : social capital and dynamic learning capability perspectives, Yan Bin XIE

Theses/Dissertations from 2007

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Predicting customer responses to direct marketing : a Bayesian approach, Wei CHEN

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Internationalization of Chinese firms : a contingent resource perspective, Xiaoyan MA

Theses/Dissertations from 2006

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Consumer's adoption of the technology innovations : the role of coping strategies, Wenjing BAO

Theses/Dissertations from 2005

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Management localization and performance of MNCS in China : a contingent resource-based view, Shengsheng HUANG

Theses/Dissertations from 2004

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Exploring online brand choice at the SKU level : the effects of internet-specific attributes, Yanan WANG