search query: @author Tsao, W. / total: 2
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1.
Exploring the moderating effects of the hedonic / utilitarian value on brand extension evaluations
Journal of International Selling and Sales Management
2007 : VOL. 13:1, p. 3-20
 2007 Tsao, W.
Wu, C.
2.
Determining the relative efficacy of congruent vs. incongruent appeal for the consumers' decision-making ad exposure
Journal of International Selling and Sales Management
2006 : VOL. 12:2, p. 79-97
 2006 Wu, C.
Tsao, W.
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