Concepedia

Yuanyuan Cai

YC

5

Publications

94

Citations

5

H-Index

2014

Active since

Affiliations

Shanghai University(Current)

East China Normal University

China Europe International Business School

Yuanyuan Cai is an author at Shanghai University specializing in brand equity, management, and marketing.

Top concepts

BusinessMarketingManagementBrand EquityBrand AwarenessConsumer ResearchAdvertisingBrand StrategyBrand DevelopmentDesign

Publications per year

2014–2022

5

Publications

5

Influences of two modes of intergenerational communication on brand equity

Yuanyuan Cai, Guangzhi Zhao, Jiaxun He · Journal of Business Research · 2014 · 44 citations

Marketing, Consumer Culture, Brand Equity +9

Stability or instability: the impact of brand concepts on logo design preferences

Haiyang Huang, Yuanyuan Cai, Lisha Xu · Journal of Brand Management · 2021 · 16 citations

Marketing, Advertising, Personal Branding +11

Making an exciting brand big: Brand personality, logo size and brand evaluation

Yuanyuan Cai, Tingting Mo · Canadian Journal of Administrative Sciences / Revue Canadienne des Sciences de l Administration · 2019 · 13 citations

Exciting Brand, Brand Strategy, Consumer Research +17

Perceived unfairness increases desire for unique products: The role of need for social status

Yuanyuan Cai, Xuehua Wang · Psychology and Marketing · 2022 · 11 citations

How brand concepts represented as human values promote evaluation

Yi Wu, Yuanyuan Cai, Jiaxun He · Asia Pacific Journal of Marketing and Logistics · 2019 · 10 citations

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