Items where Author is "Tat, Huam Hon"

Arif, Abdur Rehman and Tat, Huam Hon and Hafeez, Muhammad and Rehman, Sana ur and Mat Saad, Norizan and Ahmad Nasir, Waqar (2026) Does Gen Z’s gender moderate the effect of celebrity–brand–audience congruence on purchase intent? A case study from Pakistan. Journal of Marketing Communications. ISSN 1352-7266; eISSN: 1466-4445

Ishtiaque, Farhan and Miya, Mohammad Tohidul Islam and Mashrur, Fazla Rabbi and Rahman, Khandoker Mahmudur and Vaidyanathan, Ravi and Anwar, Syed Ferhat and Sarker, Farhana and Ali, Noor Azman and Tat, Huam Hon and Mamun, Khondaker A. (2025) Machine learning-based viewers’ preference prediction on social awareness advertisements using EEG. Frontiers in Human Neuroscience, 19. art. no. 1542574. ISSN 1662-5161