Objects
Kum, Doreen, Lee, Yih Hwai. Springer; 2011. The joint effects of advertising and product trial: a source-monitoring perspective.
Kum, Doreen, Bergkvist, Lars, Lee, Yih Hwai, Leong, Siew Meng. Routledge; 2012. Brand personality inference: the moderating role of product meaning.
Kum, Doreen, Lee, Yih Hwai, Qiu, Cheng. Elsevier; 2011. Testing to prevent bad translation: brand name conversions in Chinese-English contexts.