• 114 Citations
  • 4 h-Index
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Fingerprint Dive into the research topics where Guiyang Xiong is active. These topic labels come from the works of this person. Together they form a unique fingerprint.

  • 3 Similar Profiles
Marketing Business & Economics
Moderating effect Business & Economics
Marketing capabilities Business & Economics
Financial performance Business & Economics
Managers Business & Economics
Hubris Business & Economics
Pride Business & Economics
Initial public offerings Business & Economics

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Research Output 2011 2019

  • 114 Citations
  • 4 h-Index
  • 7 Article
2 Citations (Scopus)

Serial position effects on native advertising effectiveness: Differential results across publisher and advertiser metrics

Wang, P., Xiong, G. & Yang, J., Jan 1 2019, In : Journal of Marketing. 83, 2, p. 82-97 16 p.

Research output: Contribution to journalArticle

Advertising effectiveness
Moderating effect

Try It On! Contingency Effects of Virtual Fitting Rooms

Yang, S. & Xiong, G., Jul 3 2019, In : Journal of Management Information Systems. 36, 3, p. 789-822 34 p.

Research output: Contribution to journalArticle

Customer satisfaction
Virtual reality
4 Citations (Scopus)

Corporate environmental commitment and financial performance: Moderating effects of marketing and operations capabilities

Hirunyawipada, T. & Xiong, G., May 1 2018, In : Journal of Business Research. 86, p. 22-31 10 p.

Research output: Contribution to journalArticle

Moderating effect
Financial performance
Marketing capabilities
1 Citation (Scopus)

Where does pride lead? Corporate managerial hubris and strategic emphasis

Kim, M., Xiong, G. & Kim, K. H., May 19 2017, In : Journal of the Academy of Marketing Science. 46, 3, p. 537-556 20 p.

Research output: Contribution to journalArticle

Boundary conditions
24 Citations (Scopus)

Prerelease buzz evolution patterns and new product performance

Xiong, G. & Bharadwaj, S., 2014, In : Marketing Science. 33, 3, p. 401-421 21 p.

Research output: Contribution to journalArticle

New product performance
Forecasting accuracy
Stock prices