Faculty Profile for Dr. Fereshteh Zihagh

Selected Scholarly/Creative Work

• Zihagh, F., Moradi, M., & Badrinarayanan, V. A. (2024). Brand Prominence Perspective on Crowdfunding Success for Aftermarket Offerings:  The Role of Textual and Visual Brand Elements. Journal of Product & Brand Management, 33, 91–107. https://doi.org/https://doi.org/10.1108/JPBM-06-2023-4553
• Zihagh, F., Moradi, M., & Badrinarayanan, V. A. (n.d.). Analysis of Emotional Cues in the Visuals of Crowdfunding Campaigns. In 2024 Academy of Marketing Science (AMS) Annual Conference Proceedings.
• Moradi, M., Dass, M., & Zihagh, F. (2022). Effective Message Framing Strategies for Crowdfunding Success: The Moderating Roles of Creator Experience and Backer Support. Journal of Strategic Marketing, 1–19. https://doi.org/https://doi.org/10.1080/0965254X.2022.2160481
• Dass, M., Moradi, M., & Zihagh, F. (2022). Forecasting Purchase Rates of New Products Introduced in Existing Categories. Journal of Marketing Analytics, 11(3), 385–408. https://doi.org/https://doi.org/10.1057/s41270-022-00169-4
• Moradi, M., & Zihagh, F. (2022). A Meta-Analysis of the Elaboration Likelihood Model in the Electronic Word of Mouth Literature. International Journal of Consumer Studies, 46(5), 1900–1918. https://doi.org/https://doi.org/10.1111/ijcs.12814