| Measuring customer‐based brand equity: Empirical evidence from the sportswear market in China X Tong, JM Hawley Journal of product & brand management 18 (4), 262-271, 2009 | 912 | 2009 |
| A cross‐national investigation of an extended technology acceptance model in the online shopping context X Tong International Journal of retail & distribution management 38 (10), 742-759, 2010 | 345 | 2010 |
| Brand personality and brand equity: evidence from the sportswear industry J Su, X Tong Journal of Product & Brand Management 24 (2), 124-133, 2015 | 249 | 2015 |
| Creating brand equity in the Chinese clothing market: The effect of selected marketing activities on brand equity dimensions X Tong, JM Hawley Journal of Fashion Marketing and Management: An International Journal 13 (4 …, 2009 | 170 | 2009 |
| Brand personality and its impact on brand trust and brand commitment: an empirical study of luxury fashion brands X Tong, J Su, Y Xu International journal of fashion design, technology and education 11 (2 …, 2018 | 140 | 2018 |
| Exploring young consumers’ trust and purchase intention of organic cotton apparel X Tong, J Su Journal of Consumer Marketing 35 (5), 522-532, 2018 | 107 | 2018 |
| Impact of brand personality and consumer ethnocentrism in China's sportswear market X Tong, C Li Asia Pacific Journal of Marketing and Logistics 25 (3), 491-509, 2013 | 89 | 2013 |
| Antioxidant properties and sensory evaluation of microgreens from commercial and local farms L Tan, H Nuffer, J Feng, SH Kwan, H Chen, X Tong, L Kong Food Science and Human Wellness 9 (1), 45-51, 2020 | 87 | 2020 |
| Brand personality, consumer satisfaction, and loyalty: A perspective from denim jeans brands J Su, X Tong Family and Consumer Sciences Research Journal 44 (4), 427-446, 2016 | 82 | 2016 |
| Exploring the personality of sportswear brands X Tong, J Su Sport, Business and Management: An International Journal 4 (2), 178-192, 2014 | 72 | 2014 |
| Consumers’ acceptability and perceptions toward the consumption of hydroponically and soil grown broccoli microgreens H Chen, X Tong, L Tan, L Kong Journal of Agriculture and Food Research 2, 100051, 2020 | 31 | 2020 |
| An empirical study on Chinese adolescents' fashion involvement J Su, X Tong International Journal of Consumer Studies 44 (3), 232-242, 2020 | 27 | 2020 |
| Creation of brand equity in the Chinese clothing market X Tong University of Missouri--Columbia, 2006 | 26 | 2006 |
| Factors influencing college students’ purchase intention towards Bamboo textile and apparel products A Thompson, X Tong International Journal of Fashion Design, Technology and Education 9 (1), 62-70, 2016 | 21 | 2016 |
| Catching silver consumers in China: an integrated model of Chinese older adults' use of social networking technology J Su, X Tong Asia Pacific Journal of Marketing and Logistics 33 (9), 1903-1917, 2021 | 14 | 2021 |
| Effect of manufacturer reputation, retailer reputation, and seller reputation in China’s online shopping market X Tong MIS Review 17 (1), 1-17, 2011 | 13 | 2011 |
| Using rich media to promote knowledge on nutrition and health benefits of pecans among young consumers X Tong, A Szacilo, H Chen, L Tan, L Kong Journal of agriculture and food research 10, 100387, 2022 | 10 | 2022 |
| Factors affecting purchase intention of university‐licensed apparel X Tong Family and Consumer Sciences Research Journal 43 (2), 160-172, 2014 | 10 | 2014 |
| Country-of-origin effects in celebrity endorsements: the case of China X Tong, J Su International Journal of Fashion Design, Technology and Education 14 (2 …, 2021 | 9 | 2021 |
| Exploring T-shirt slogans by content and thematic analysis X Tong, J Su International Journal of Fashion Design, Technology and Education 15 (3 …, 2022 | 7 | 2022 |