Fei Xue

Understanding the green buying behavior of younger Millennials from India and the United States: A structural equation modeling approach

Sidharth Muralidharan, Francisco Rejón‐Guardia, Fei Xue · Journal of International Consumer Marketing · 2015 · 85 citations

Green Marketing, Sustainable Development, Consumer Research +21

The moderating effects of product involvement on situational brand choice

Fei Xue · Journal of Consumer Marketing · 2008 · 83 citations

Customer Satisfaction, Consumer Motivation, Product Involvement +20

Personal networks as a precursor to a green future: a study of “green” consumer socialization among young millennials from India and China

Sidharth Muralidharan, Fei Xue · Young Consumers Insight and Ideas for Responsible Marketers · 2016 · 75 citations

Cultural Consumption, Green Marketing, Consumer Study +27

Show products or show people: an eye-tracking study of visual branding strategy on Instagram

Lijie Zhou, Fei Xue · Journal of Research in Interactive Marketing · 2021 · 33 citations

Digital Marketing, Brand Strategy, Consumer Research +26

What Happens When Satisfied Customers Need Variety? –Effects Of Purchase Decision Involvement and Product Category on Chinese Consumers' Brand-Switching Behavior

Hui Sang, Fei Xue, Jinling Zhao · Journal of International Consumer Marketing · 2018 · 24 citations

Customer Satisfaction, Consumer Decision Making, Consumer Study +15