| When Does Guanxi Matter? Issues of Capitalization and Its Dark Sides FF Gu, K Hung, DK Tse Journal of marketing 72 (4), 12-28, 2008 | 932 | 2008 |
| The influence of eWOM on virtual consumer communities: Social capital, consumer learning, and behavioral outcomes KH Hung, SY Li Journal of Advertising Research 47 (4), 485, 2007 | 763 | 2007 |
| Assessing celebrity endorsement effects in China: A consumer-celebrity relational approach K Hung, KW Chan, HT Caleb Journal of advertising research 51 (4), 608-623, 2011 | 291 | 2011 |
| Why celebrity sells: A dual entertainment path model of brand endorsement K Hung Journal of advertising 43 (2), 155-166, 2014 | 287 | 2014 |
| A social institutional approach to identifying generation cohorts in China with a comparison with American consumers KH Hung, FF Gu, CKB Yim Journal of International Business Studies 38 (5), 836-853, 2007 | 259 | 2007 |
| Multiple reference effects in service evaluations: Roles of alternative attractiveness and self-image congruity CKB Yim, KW Chan, K Hung Journal of Retailing 83 (1), 147-157, 2007 | 238 | 2007 |
| Narrative music in congruent and incongruent TV advertising K Hung Journal of advertising 29 (1), 25-34, 2000 | 231 | 2000 |
| Glocal understandings: female readers’ perceptions of the new woman in Chinese advertising KH Hung, SY Li, RW Belk Journal of International Business Studies 38, 1034-1051, 2007 | 188 | 2007 |
| Interpersonal Trust and Platform Credibility in a Chinese Multibrand Online Community K Hung, SY Li, DK Tse Journal of Advertising 40 (3), 99-112, 2011 | 184 | 2011 |
| Framing meaning perceptions with music: The case of teaser ads K Hung Journal of advertising 30 (3), 39-49, 2001 | 159 | 2001 |
| Effective distributor governance in emerging markets: the salience of distributor role, relationship stages, and market uncertainty MC Dong, DK Tse, K Hung Journal of International Marketing 18 (3), 1-17, 2010 | 76 | 2010 |
| Images of the contemporary woman in advertising in China: A content analysis K Hung, SY Li Journal of International Consumer Marketing 19 (2), 7-28, 2006 | 67 | 2006 |
| Music in Television Advertising and Other Persuasive Media M Shevy, K Hung The Psychology of Music in Multimedia, 315-338, 2013 | 63 | 2013 |
| Advertising research in the post-WTO decade in China K Hung, CH Tse, SYY Cheng Journal of advertising 41 (3), 121-146, 2012 | 53 | 2012 |
| Improving media decisions in China: a targetability and cost-benefit analysis K Hung, FF Gu, DK Tse Journal of Advertising 34 (1), 49-63, 2005 | 47 | 2005 |
| Materialism among adolescents in China: a historical generation perspective FF Gu, K Hung Journal of Asia Business Studies 3 (2), 56-64, 2009 | 43 | 2009 |
| The effect of natural celebrity–brand association and para-social interaction in advertising endorsement for sustainable marketing K Zhang, K Hung Sustainability 12 (15), 6215, 2020 | 40 | 2020 |
| Celebrity and influencer in a fan economy: Unfolding the fans' roles in enhancing endorsement effects K Hung Multidisciplinary perspectives on media fandom, 323-340, 2020 | 23 | 2020 |
| Determinants for consumption materialism among late adolescents in China FF Gu, K Hung, DK Tse Advances in Consumer Research 32, 649, 2005 | 19 | 2005 |
| An assessment of methodological development in cross-cultural advertising research: A twenty-year review LYM Sin, K Hung, GWH Cheung Journal of International Consumer Marketing 14 (2-3), 153-192, 2002 | 18 | 2002 |
