Concepedia

Beichen Liang

BL

10

Publications

215

Citations

10

H-Index

2010

Active since

Affiliations

East Tennessee State University(Current)

Universal Fibers (United States)

Bond University

University of Illinois Chicago

Beichen Liang is an author at East Tennessee State University specializing in management, marketing, and consumer research.

Top concepts

ManagementMarketingConsumer ResearchArtsCultureBusinessConsumer BehaviorBrand EquityBrand LoyaltyBrand Strategy

Publications per year

2010–2021

10

Publications

10

The effect of culture on consumer choice: the need for conformity vs. the need for uniqueness

Beichen Liang, HE Yan-bin · International Journal of Consumer Studies · 2011 · 33 citations

Consumer Uncertainty, International Marketing, Consumer Study +24

Is the future static or dynamic? The role of culture on escalation of commitment in new product development

Beichen Liang, Sudhir H. Kalé, Joseph Cherian · Industrial Marketing Management · 2013 · 32 citations

Culture, Business Culture, Management +7

Cross-Cultural Differences in the Effects of Abstract and Concrete Thinking on Imagery Generation and Ad Persuasion

Beichen Liang, Joseph Cherian · Journal of International Consumer Marketing · 2010 · 26 citations

How brand experience, satisfaction, trust, and commitment affect loyalty: a reexamination and reconciliation

Beichen Liang · Italian Journal of Marketing · 2021 · 24 citations

Marketing, Customer Satisfaction, Customer Experience +9

The effect of culture on the context of ad pictures and ad persuasion

Beichen Liang, Rodney C. Runyan, Fu Wei · International Marketing Review · 2011 · 22 citations

Cultural Consumption, Ad Persuasion, Targeted Advertising +23

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