Concepedia
Statistics
Publications
15
Citations
875
H-Index
13
Active since
2006
Affiliations
University of Central Florida(Current)
Iowa State University
University of Washington
University of Wisconsin–Milwaukee
Adelphi University
Huifang Mao is an author at University of Central Florida specializing in marketing, psychology, and business.
Publications per year
2006–2023
Smile Big or Not? Effects of Smile Intensity on Perceptions of Warmth and Competence
Ze Wang, Huifang Mao, Yexin Jessica Li · Journal of Consumer Research · 2016 · 277 citations · Full text
Social Sciences, Marketing, Psychology +11
Effects of Prototype and Exemplar Fit on Brand Extension Evaluations: A Two‐Process Contingency Model
Huifang Mao, Harinarayan Krishnan · Journal of Consumer Research · 2006 · 98 citations · Full text
Business, Marketing, Marketing Management +14
The Influence of Chronic and Situational Self-Construal on Categorization
Shailendra Pratap Jain, Kalpesh Kaushik Desai, Huifang Mao · Journal of Consumer Research · 2007 · 83 citations · Full text
Social Sciences, Psychology, Social Psychology +13
Adapting to succeed? Leveraging the brand equity of best sellers to succeed at the box office
Amit Joshi, Huifang Mao · Journal of the Academy of Marketing Science · 2010 · 67 citations · Full text
Business, Marketing, Marketing Management +13
Good Guys Can Finish First: How Brand Reputation Affects Extension Evaluations
Zachary Johnson, Huifang Mao, Sarah Lefebvre et al. · Journal of Consumer Psychology · 2019 · 67 citations
Business, Marketing, Marketing Management +12
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