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Rui Guo
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Oppositional loyalty as a brand identity-driven outcome: a conceptual framework and empirical evidence
J Liao, X Dong, Z Luo, R Guo
Journal of Product & Brand Management 30 (8), 1134-1147, 2021
452021
Internal IT modularity, firm size, and adoption of cloud computing
R Guo, A Tafti, R Subramanyam
Electronic Commerce Research, 1-30, 2023
122023
Avoidance or trash talk: the differential impact of brand identification and brand disidentification on oppositional brand loyalty
J Liao, R Guo, J Chen, P Du
Journal of Product & Brand Management 32 (7), 1005-1017, 2023
42023
A large-scale analysis of COVID-19 Twitter dataset in a new phase of the pandemic
R Guo, K Xu
2022 IEEE 12th International Conference on Electronics Information and …, 2022
22022
Essays on antecedents and consequences of cloud computing capabilities in organizations: an empirical analysis of field data
R Guo
University of Illinois at Urbana-Champaign, 2016
2016
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