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Dr. Yimin Cheng
Associate Professor of Marketing
Monash Business School
Monash University
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CV-Yimin Cheng- October 2024.pdf
Cheng, Mukhopadhyay, and Schrift - 2017 JMR - Protestant Work Ethic and Cost-Benefit Heuristics
Cheng, Mukhopadhyay, and Williams - JCR (2020) - Smiling Signals Intrinsic Motivation
Cheng, Zhou, and Yao - JBE (2023) - LGBT-inclusive Movies and Market Responses
Orazi, Ranjan, and Cheng - JAMS (2023)- Non-face Emojis in Digital Marketing
Cheng and Orazi - 2024 EJM - Coincidental Brand Origins
Cheng, Zhang, and Zhuang - JBR (2024) - Consumption Frequency and Reliance on Feelings
Cheng and Mukhopadhyay - JCR (forthcoming) - Protestant Work Ethics and Natural Healthcare
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