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Mai, Li-Wei (2014) Consumers' willingness to pay for ethical attributes. Marketing Intelligence & Planning, 32 (6). pp. 706-721. ISSN 0263-4503
Wang, Yi and Harding, Richard and Mai, Li-Wei (2012) Impact of cultural exposure on young Chinese students’ adaptation in a UK business school. Studies in Higher Education, 37 (5). pp. 621-639. ISSN 0307-5079
Mai, Li-Wei and Schoeller, Georgia (2009) Emotions, attitudes and memorability associated with TV commercials. Journal of Targeting, Measurement and Analysis for Marketing, 17 (1). pp. 55-63. ISSN 0967-3237
Kunze, Oliver and Mai, Li-Wei (2007) Consumer adoption of online music services: the influence of perceived risks and risk relief strategies. International Journal of Retail and Distribution Management, 35 (11). pp. 862-877. ISSN 0959-0552
Mai, Li-Wei and Ness, Mitchell R. (2006) A structural equation model of customer satisfaction and future purchase of mail-order speciality food. International Journal of Business Science and Applied Management, 1 (1). pp. 1-13. ISSN 1753-0296
Mai, Li-Wei (2005) A comparative study between UK and US: the student satisfaction in higher education and its influential factors. Journal of Marketing Management, 21 (7-8). pp. 859-878. ISSN 0267-257X
Mai, Li-Wei and Zhao, Hui (2004) The characteristics of supermarket shoppers in Beijing. International Journal of Retail & Distribution Management, 32 (1). pp. 56-62. ISSN 0959-0552
Mashood, Rukhsana and Mai, Li-Wei (2003) The perceptions of pan-European advertising communication: a cross-cultural study between UK and Spain. International Journal of Applied Marketing, 2 (2). pp. 98-117. ISSN 1472-8249
Wynne, Liam G. and Mai, Li-Wei (2002) Is the internet the right medium for a 'don't quit campaign'? Research in Post-Compulsory Education, 7 (3). pp. 353-359. ISSN 1359-6748
Mai, Li-Wei and Mai, Li-Chuan (2002) The personality attributes and leisure activities of Taiwanese internet users. International Journal of Applied Marketing, 1 (1). pp. 69-82. ISSN 1472-8249
Mai, Li-Wei (2001) Effective risk relievers for dimensional perceived risks on mail-order purchase: a case study on speciality foods in the UK. Journal of Food Products Marketing, 7 (1/2). pp. 35-51. ISSN 1045-4446
Mai, Li-Wei and Ness, Mitchell R. (2000) Customers' satisfaction and future purchase of mail-order specialty food in the UK. Journal of Food Products Marketing, 6 (1). pp. 1-10. ISSN 1045-4446
Mai, Li-Wei and Ness, Mitchell R. (1999) Canonical correlation analysis of customer satisfaction and future purchase of mail-order speciality food. British Food Journal, 101 (11). pp. 857-570. ISSN 0007-070X
Mai, Li-Wei and Ness, Mitchell R. (1998) Perceived benefits of mail-order speciality foods. British Food Journal, 100 (1). pp. 10-17. ISSN 0007-070X
Ritson, Christopher and Mai, Li-Wei (1998) The economics of food safety. Nutrition & Food Science, 98 (5). pp. 253-259. ISSN 0034-6659
Mai, Li-Wei and Ness, Mitchell R. (1997) Consumers' perceptions of mail?order speciality foods. Journal of Marketing Management, 13 (7). pp. 705-724. ISSN 0267-257X
Paciolla, R. and Mai, Li-Wei (2011) The impact of Italianate on consumers’ brand perceptions of luxury brands. In: European Advances in Consumer Research. Association for Consumer Research, pp. 360-366. ISBN 9780915552665
Mai, Li-Wei and Canti, Paolo G. (2008) Dissolution of a person-brand relationship: an understanding of brand-detachment. In: European Advances in Consumer Research. Association for Consumer Research, Milan, Italy, pp. 424-430. ISBN 0915552604
Mai, Li-Wei (2008) The impact of the changing ethnocentrism and global consumerism on the attitudes towards western brands in the Czech food market. In: Proceedings of the Academy of Marketing Annual Conference 2008. Aberdeen Business School, the Robert Gordon University, Aberdeen. 7 - 10 July 2008. Academy of Marketing. ISBN 9781901085945
Mai, Li-Wei (2003) Cross-cultural marketing research. In: Cross-cultural marketing. Thomson Publishing, pp. 61-76. ISBN 0170108201
Mai, Li-Wei (2002) Globalisation in higher education: how students perceive the education they receive? In: Proceedings of Multicultural Marketing Conference, June 26-29, 2002, Valencia, Spain. Dehon graphs, Spain. ISBN 8473563115
Mai, Li-Wei and Ness, Mitchell R. (1997) Consumers' perceptions of mail-order speciality foods. In: Proceedings of the Academy of Marketing 31st Annual Conference. MMU, pp. 1633-1657. ISBN 0905304152
Saluja, M. and Mai, Li-Wei (2010) Corporate hospitality: benefit, challenges and approach in financial services. In: The 2010 AMS Annual Conference, 26-29 May 2010, Portland, USA.
Mai, Li-Wei and Liplica, W. (2010) Gay targeted advertising in mass media: an examination of the interpretations and attitudes of target and non-target consumers. In: Academy of Marketing 2010 Annual Conference, 6 - 8 July 2010, Coventry University Business School .
Paciolla, R. and Mai, Li-Wei (2010) The impact of Italianate on consumers’ brand perceptions of luxury brands. In: 2010 European Association for Consumer Research Conference, 30 June - 3 July 2010, Royal Holloway, University of London. (Submitted)
Schroder, S. and Mai, Li-Wei (2006) Sports celebrity endorsement in fashion marketing. In: AMS/KAMS Cultural Perspectives in Marketing Conference, 12-15 Jul 2006, Seoul, South Korea. (Submitted)
Kwok, Wai-Mum and Mai, Li-Wei and El-Murad, Jaafar (2005) E-Commerce as an alternative distribution technology: the readiness of Chinese consumers. In: 12th Biennial International Marketing Congress: Marketing in an Inter-connected World: Opportunities and Challenges, 06-09 Jul 2005, Muenster, Germany. (Submitted)
Mai, Li-Wei and Yap, Sharon (2004) The colour shines: the factors influencing the purchase of cosmetics by young women in the UK. In: Academy of Marketing Science Cultural Perspectives on Marketing Conference, 22-24 Sep 2004, Puebla, Mexico. (Submitted)
Mai, Li-Wei and Mai, Li-Chuan and Chen, Miao (1999) The personality attributes and leisure activities of the internet users: a Taiwanese case study. In: 1999 Academy of Business & Administrative Science (ABAS) International Conference, 12-14 July 1999, Barcelona.
Ritson, Christopher and Mai, Li-Wei (1998) An independent view: the food standards agency and the national interest. In: IIR Conference on The Food Standards Agency, 9 & 10 June, London. (Unpublished)
Mai, Li-Wei and Ness, Mitchell R. (1997) Consumers' perceptions of speciality foods and the rural mail-order business. In: Typical and traditional productions: rural effect and agro-industrial problems. 52nd Seminar of the European Association of Agricultural Economists (EAAE), June 19-21 1997, Parma, Italy.