Ye Hu

University of Houston - Bauer College of Business

Associate Professor of Marketing

Houston, TX 77204-6021

United States

SCHOLARLY PAPERS

7

DOWNLOADS
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CITATIONS

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Scholarly Papers (7)

1.

Resistance to Brand Switching When a Radically New Brand is Introduced: A Social Identity Theory Perspective

Journal of Marketing, Forthcoming
Number of pages: 58 Posted: 06 Apr 2010 Last Revised: 02 Jun 2010
University of Georgia - Department of Marketing, University of Houston - C.T. Bauer College of Business, University of Houston - Bauer College of Business and Vlerick Leuven Ghent Management School
Downloads 933 (15,683)

Abstract:

customer–brand identification, perceived value, switching, branding, relationship

2.

Managing Product Variety and Collocation in a Competitive Environment: An Empirical Investigation of Consumer Electronics Retailing

Management Science, 2011, Atlanta Competitive Advantage Conference 2010
Number of pages: 35 Posted: 16 Feb 2010 Last Revised: 13 Jun 2014
Purdue University, University of Houston - Bauer College of Business, Georgia Institute of Technology - Scheller College of Business and Massachusetts Institute of Technology (MIT) - Department of Economics
Downloads 292 (75,119)

Abstract:

product variety, competition, collocation, differentiation

3.

Context-Dependent Product Evaluations: An Empirical Analysis of Internet Book Reviews

Journal of Interactive Marketing, Vol. 25, No. 3, pp. 123-133, 2011
Number of pages: 29 Posted: 19 Oct 2010 Last Revised: 10 Aug 2014
Ye Hu and Xinxin Li
University of Houston - Bauer College of Business and University of Connecticut - School of Business
Downloads 151 (149,551)

Abstract:

online reviews, context dependence, self-selection effect, expectation effect, ordered logistic model

4.

The Role of Reference Price in Gift Registry Fulfillment: Empirical and Experimental Evidence

Number of pages: 40 Posted: 07 Aug 2010
University of Houston - Bauer College of Business, Brandeis University, affiliation not provided to SSRN, Independent and affiliation not provided to SSRN
Downloads 35 (339,546)

Abstract:

registry gift giving, reference price, retailing

5.

On Testing Moderation Effects in Experiments Using Logistic Regression

Number of pages: 18 Posted: 13 Feb 2014
James D. Hess, Ye Hu and Ed Blair
University of Houston, University of Houston - Bauer College of Business and University of Houston - C.T. Bauer College of Business
Downloads 14 (387,064)

Abstract:

logistic regression, nonlinear transformation, moderation, experiments

6.

The Effect of Experience on Internet Auction Bidding Dynamics

Marketing Letters, Vol. 20, pp. 245-261
Posted: 08 Aug 2010
Xin Wang and Ye Hu
Brandeis University and University of Houston - Bauer College of Business

Abstract:

Internet auction, Asymmetric experience effects, Bidding behavior

7.

Country-of-Origin Premiums for Retailers in International Trades: Evidence from Ebay’s International Markets

Journal of Retailing, Vol. 86, No. 2, pp. 200-207
Posted: 08 Aug 2010
Ye Hu and Xin Wang
University of Houston - Bauer College of Business and Brandeis University

Abstract:

Price premium, Retailing, Country-of-origin, International trade