| Fitting consumer needs to perceived product value: The example of apple versus samsung products YC Wu, AZ Vasquez-Parraga Atlantic Marketing Journal 5 (2), 13, 2016 | 5 | 2016 |
| Resource-Advantage Theory: A Foundation of Integrated Marketing Communication and Market Orientation to Achieve Superior Performance YC Wu The Association of Collegiate Marketing Educators. Little Rock, AR March 9 …, 2017 | 4 | 2017 |
| Religious Consumption: Inside the Minds of Apple and Catholic Devotees YC Wu University of Texas--Pan American, 2015 | 4 | 2015 |
| Predictors of Franchisee Performance: The Role of Communication, Conflict and Satisfaction YC Wu International Journal of Sales, Retailing & Marketing 7 (2), 17-25, 2018 | 2 | 2018 |
| Hispanic humor styles on Facebook: An analytical study VL Wang, YC Wu, H Lou Research Anthology on Usage, Identity, and Impact of Social Media on Society …, 2022 | 1 | 2022 |
| Apple’s Religious Value: A Consumer Neuroscience Perspective YC Wu Consumer Social Values, 208, 2019 | 1 | 2019 |
| The Brand Relationship of Cult-Like Following: Developing Scales of Measurement in Apple and Catholic Devotees YC Wu, MS Minor EMAJ: Emerging Markets Journal 9 (2), 27-36, 2019 | 1 | 2019 |
| An Exploratory Study of the Security Management Practices of Hispanic Students YC Wu, FK Andoh-Baidoo, R Crossler, J Tanguma International Journal of Security 5 (1), 13-21, 2011 | 1 | 2011 |
| NEW MEDIA, ADVERTISING, AND MARKETING COMMUNICATIONS C Kilic, T Dursun-Kilic, YC Wu, A Chen, HK Fulk, D Nagy ASSOCIATION OF COLLEGIATE MARKETING EDUCATORS HOUSTON, TX MARCH 14-15, 2019, 61, 2019 | | 2019 |
| Predicting Customers’ Further Interest from Customer Values and Intrinsic Cocreation Motivation SY Chou, CJ Chen, YC Wu AMA Winter Educators' Conference Proceedings, SM4-5, 2019 | | 2019 |
| MARKETING STRATEGY AND INNOVATION YC Wu ASSOCIATION OF COLLEGIATE MARKETING EDUCATORS ALBUQUERQUE, NM MARCH 7-10 …, 2018 | | 2018 |
| EXPLORING ATTITUDES TOWARDS ANIMALS: CASES IN TAIWAN AND THE UNITED STATES YC Wu ASSOCIATION OF COLLEGIATE MARKETING EDUCATORS ALBUQUERQUE, NM MARCH 7-10 …, 2018 | | 2018 |
| How Sustainable Are You? Sustainability Consumers’ Reactions to Corporate Social Irresponsibility TD Nguyen, YC Wu, P Wilson AMA Summer Educators' Conference Proceedings, 5, 2017 | | 2017 |
| An Investigation of Small Business Use of Social Media K Mendoza, YC Wu, D Nagy Southwest Decision Sciences Institute, 161-164, 2017 | | 2017 |
| Consumer Perceptions of UnderArmour Brand: A Semiotic Square Approach YC Wu, P Barretta, S Torkzadeh, A Hosseinzadeh, T Palmer ACR North American Advances, 2014 | | 2014 |
| Comparing Apple and Religion: Perspectives Related to Brainwaves YC Wu, MS Minor, M Hernandez Interdisciplinary Symposium on Decision Neuroscience Conference Proceedings, 42, 2013 | | 2013 |
| Video Game Player Capability, Game Difficulty, and Habituation YC Wu, M Minor AMA Summer Educators' Conference Proceedings 24, 41, 2013 | | 2013 |
| Perceptions of Music Authenticity P Barretta, YC Wu ACR North American Advances, 2012 | | 2012 |
| Are We Ready for an Automotive Plant? YC Wu, JY Jung Harvard Business Review, 2010 | | 2010 |
Paul BarrettaAssociate Professor of Marketing, Wagner College Nicolais School of BusinessVerified email at wagner.edu
