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Luxury brand advertising : editorial : theory and practice

Ko, Eunju - In: International journal of advertising : the review of … 39 (2020) 6, pp. 757-760

Persistent link: https://www.econbiz.de/10012260247

Whang, Haesung; Ko, Eunju; Zhang, Ting; Mattila, Pekka - In: International journal of advertising : the quarterly … 34 (2015) 5, pp. 789-811

Persistent link: https://www.econbiz.de/10011547821

The power of e-WOM using the hashtag : focusing on SNS advertising of SPA brands

Shin, Jiye; Chae, Heeju; Ko, Eunju - In: International journal of advertising : the quarterly … 37 (2018) 1, pp. 71-85

Persistent link: https://www.econbiz.de/10011859210

The power of e-WOM using the hashtag : focusing on SNS advertising of SPA brands

Shin, Jiye; Chae, Heeju; Ko, Eunju - In: Electronic word of mouth as a promotional technique : …, (pp. 71-85). 2020

Persistent link: https://www.econbiz.de/10012263250

Luxury brand advertising

Ko, Eunju (ed.) - 2020

Persistent link: https://www.econbiz.de/10012260268

Environmental claims in online video advertising : effects for fast-fashion and luxury brands

Teona, Gogichaishvili; Ko, Eunju; Kim, Sang Jin - In: International journal of advertising : the review of … 39 (2020) 6, pp. 858-887

Persistent link: https://www.econbiz.de/10012260280

Do perceptions of direct-to-consumer pharmaceutical advertising vary based on urban versus rural living?

Spake, Deborah F.; Joseph, Mathew; Megehee, Carol M. - In: Health marketing quarterly 31 (2014) 1, pp. 31-45

Persistent link: https://www.econbiz.de/10010362780

Cross‐national market segmentation in the fashion industry : A study of European, Korean, and US consumers

Ko, Eunju; Kim, Eunyoung; Taylor, Charles R.; Hoon Kim, … - In: International Marketing Review 24 (2007) 5, pp. 629-651

Purpose – To discover whether there are market segments for the fashion industry that cut across countries and respond differently to advertising messages. Design/methodology/approach – A survey was administered to Korean, European, and US female consumers. Cluster analysis is used in an...

Persistent link: https://www.econbiz.de/10014827404

Advertising appeals strategy: moderating effect on the relationship between innovation and customer equity drivers in China

Zhang, Hao; Ko, Eunju; Taylor, Charles R. - In: International marketing : emerging markets, (pp. 111-136). 2011

This study focuses on the relationship between innovation and customer equity drivers and the moderating effect of advertising appeals on this relationship. First, the authors divided innovation into incremental innovation and radical innovation, and explained the influences of each type of...

Persistent link: https://www.econbiz.de/10015379567