Concepedia
Statistics
Publications
18
Citations
1.5K
H-Index
15
Active since
1999
Affiliations
National University of Singapore(Current)
Nanyang Technological University
Newcastle University Singapore
London Business School
The University of Melbourne
Yih Hwai Lee is an author at National University of Singapore specializing in management, marketing, and advertising.
Top concepts
ManagementMarketingAdvertisingConsumer ResearchInteractive MarketingCommunicationMarketing CommunicationBehavioral Decision MakingLanguageLinguistics
Publications per year
1999–2016
Responses to Information Incongruency in Advertising: The Role of Expectancy, Relevancy, and Humor
Yih Hwai Lee, Charlotte H. Mason · Journal of Consumer Research · 1999 · 321 citations
Do reward programs build loyalty for services?The moderating effect of satisfaction on type and timing of rewards
Hean Tat Keh, Yih Hwai Lee · Journal of Retailing · 2006 · 254 citations
Customer Satisfaction, Behavioral Sciences, Behavioral Decision Making +10
The ad creativity cube: conceptualization and initial validation
Swee Hoon Ang, Yih Hwai Lee, Siew Meng Leong · Journal of the Academy of Marketing Science · 2007 · 180 citations
Advertising, Creativity, Interactive Marketing +9
Manipulating Ad Message Involvement through Information Expectancy: Effects on Attitude Evaluation and Confidence
Yih Hwai Lee · Journal of Advertising · 2000 · 144 citations
Customer Satisfaction, Behavioral Decision Making, Targeted Advertising +21
The Differential Interaction of Auditory and Visual Advertising Elements with Chinese and English
Nader T. Tavassoli, Yih Hwai Lee · Journal of Marketing Research · 2003 · 92 citations
Auditory Imagery, Psychoacoustics, Targeted Advertising +22
1–5 of 18