Article

Zhang, Yakun ORCID: https://orcid.org/0000-0002-5336-7717, Kokkranikal, Jithendran ORCID: https://orcid.org/0000-0003-0103-562X and Parker, Brianna (2023) Do consumers go through imagery processing processes differently? The interplay between imagery-evoking level and multidimensional mental imagery in airline ads processing. Journal of Marketing Communications. ISSN 1352-7266 (Print), 1466-4445 (Online) (doi:10.1080/13527266.2023.2246036)

Zhang, Yakun ORCID: https://orcid.org/0000-0002-5336-7717, Xiao, Sarah Hong and Nicholson, Michael (2020) The effects of dynamic product presentation and contextual backgrounds on consumer purchase intentions: perspectives from the load theory of attention and cognitive control. Journal of Advertising, 49 (5). pp. 592-612. ISSN 0091-3367 (Print), 1557-7805 (Online) (doi:10.1080/00913367.2020.1789014)

Conference Proceedings

Zhang, Yakun ORCID: https://orcid.org/0000-0002-5336-7717 (2020) Bring the destination closer to consumers: The impact of using dynamic objects in different types of tourism destination ads. In: Proceedings of the European Marketing Academy EMAC 2020 49th Annual Conference. EMAC 2020 Annual Conference, 61493 . European Marketing Academy (EMAC), Budapest.

Zhang, Yakun ORCID: https://orcid.org/0000-0002-5336-7717 and Xiao, Sarah (2019) The interaction effect between online product presentation dynamism and background contextualization on engagement and analytical fluency. In: EMAC 2019 Proceedings. Universitat Hamburg. ISBN 978-3982114606

Zhang, Yakun ORCID: https://orcid.org/0000-0002-5336-7717 and Xiao, Sarah (2017) To buy but not to keep: The impact of mental imagery discrepancy in E-commerce product return. In: EMAC 2017 Leaving Footprints. EMAC. ISBN 978-90-367-9912-6

Conference or Conference Paper

Zhang, Yakun ORCID: https://orcid.org/0000-0002-5336-7717 (2024) Exploring the role of Generative Artificial Intelligence (GenAI) in Higher Education: values, creativity, and cultural perspectives. In: Learning & Teaching Festival 2024 (LTF2024) - The Big Picture: Meta-learning, 20th June 2024, University of Greenwich, London. (Unpublished)

Conner, Emma and Zhang, Yakun ORCID: https://orcid.org/0000-0002-5336-7717 (2023) The interaction effect of ingredient presentation and message appeal type on affective responses and willingness to buy home coffee: a moderated mediation model from the perspective of SOR theory. In: EMAC annual conference 2023, 22nd - 23rd May 2023, Odense, Denmark.

Zhang, Yakun ORCID: https://orcid.org/0000-0002-5336-7717 and Xiao, Sarah (2018) Harmony is not always better: The effect of visual presentation and content congruence on imagery fluency. In: The 2018 American Marketing Association/American Collegiate Retailing Association (ACRA/AMA) Triennial Conference, 6 – 9 June 2018, Toronto, Canada.