Chih-Huang Lin

Play What, Like What! The Application of Psychodrama in the Business Management Education in Universities-Marketing Management as an Example

Chih-Huang Lin · Asian Journal of Education and Social Studies · 2019

The higher education is facing challenges and the learning is flipping. The teaching as a whole-person is one of the major mission of higher education. Psychodrama was developed for psychotherapy and it is used as a psychotherapy technique in group counseling, consultation, and e...

Open access Research Article 10.9734/ajess/2019/v4i130110

Match or Mismatch? The Influence of Brand-Celebrity Endorser Personality Congruity on Brand Evaluation: Fashion Brand as the Example

Chih-Huang Lin & Li-Hui Zhang · Asian Journal of Economics, Business and Accounting · 2019

Aims: This study examined the Match-up Hypothesis [1] in celebrity endorsement from attractiveness and expertise to personality aspect and investigate the impact of brand personality and celebrity personality congruity on brand and endorsement evaluation. Study Design: Quantitati...

Open access Research Article 10.9734/AJEBA/2018/45125