*Yin, C. C., Tang, Y. C., Chiu, H. C., Hsieh, Y. C., & Lai, Y. T. (2023). Telling an authentic story by aligning with your product type and price. Journal of Business Research (SSCI), 161, 113799.

*Yin C. C., Chiu Y. C., Hsieh Y. C., Kuo C. Y. (2022). How to Retain Customers in Omnichannel Retailing: Mediating effect of Brand Experience, Journal of Retailing and consumer services (SSCI), 69, 103070.

 *Hsieh, Y. C., Yin, C. C., Yu K. J. (2022). How to Empower Consumers in Omnichannel Retailing, Management Review (TSSCI), 41(1), 93-112.

*Yin, C. C., Tang, Y. C., Hsieh, Y. C., Chiu, H. C., Jhu, S. J. (2021). Find Me Here: Share Store Information through Check-in, Journal of Research in Interactive Marketing (SSCI), 16(2), 259-276.

 *Yin C. C., Hsieh, Y. C., Chiu, H. C., Yu, J. L. (2021). (Dis)satisfied with Your Choices? How to Align Online Consumer’s Self-awareness, Time Pressure and Self-consciousness, European Journal of Marketing (SSCI), 55(8), 2367-2388.

 *Yin, C. C., Chiu, H. C., Hsieh, Y. C. (2020). Aligning conflict brand stories with product types, Journal of Consumer Marketing, 37(7), 909-919.

Yin, Q., Qiu, J., *Zhang, Q., Wen, X. (2008). Cognitive conflict in audiovisual integration: an event-related potential study, Neuroreport (SCI), 19(5), 575-578.

*Yin C. C. (2023). Explore the Impact of Omnichannel Touchpoints on Customer Purchase Intention, Technological Forecasting and Social Change Special Conference (TFSC) in Hsinchu, Taiwan.

*Yin C. C., Qiu J. Q. (2023). Identifying key touchpoints to improve customer experience in an omnichannel world, AMA Summer Academic Conference 2023 in Los Angeles, USA.

 Tang Y. C., *Yin C. C. (2023). Investigating the moderating role of personality traits in authentic ads, AMA Summer Academic Conference in Los Angeles, USA.

 *Yin C. C., Chiu, H. C., Kuo, C. Y. (2022). Understanding the Role of Brand experience in Omnichannel Retailing. SERVSIG in Glasgow, UK.

 *Yin C. C., Chiu, H. C., Kuo, C. Y. (2022). Understanding the Role of brand experience in Omnichannel Retailing. SERVSIG in Glasgow, UK.

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