Brand Ethnicity
This research explores how users differentiate competing brands based on their cultural associations, namely brand ethnicity, and how this brand ethnicity perception influences users’ brand preferences and choices.
Contextual Targeting & Mobile App Orders
This research uses the restaurant business as an example of examination, demonstrating how two contextual factors, time and weather, influence mobile app users’ decisions to use the app to order food delivery.
A Question of Asking Questions
Numerical scales are often used in surveys to measure user feedback but which scale is most reliable seems ambiguous. This research examines whether scales with different lengths (e.g., 5-point vs. 7-point) will influence study results.
