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A Reflection of My 30-Year Journey as a Marketing Scholar:"He Who Overcomes Himself is Strong,and He Who is content is Rich"?&Zhou Nan 1

Bilateral Effects of Pro-China Ads of Multinational Brands:A Win-win or a Trade-off Situation?&Feng Wenting,Wu Xianjun,Peng Siqing 8

A Study on the Effect of Face Perception on the Implicit and Explicit Brand Attitude toward Country of Origin&Shi Zhuomin,Fan Lijie,Wen Linlin 25

The Impact of Time Concept on Consumers'Choice between Virtue and Vice&Tong Luqiong,Zheng Yuhuang,Zhao Ping 42

Consumer's Lucky Superstitious Decision Making Basing on Illusion of Control&Wang Jingyi,Wang Haizhong 51

The Impacts of an Additional Hedonic/Utilitarian Goal on the Evaluation of the Preference of Means&Du Xiaomeng,Zhang Li 59

Do Consumers Pay Voluntarily?The Inner Drivers of Consumer's Willingness to Pay under PWYW Pricing&Zhang Hui,Bai Changhong 85

Prediction and Analysis of Customer Loss Based Beta-geometric/NBD Model&Wang Xiening 102

Customer Empowerment and its Relationship with Service Fairness&Han Xiaoyun,Xie Lishan,Yang Junfeng 111