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Product placement as leveraged marketing communications : the role of wishful identification, brand trust, and brand buying behaviours

Shoenberger, Heather; Kim, Eunjin - In: International journal of advertising : the review of … 38 (2019) 1, pp. 50-66

Persistent link: https://www.econbiz.de/10012200200

Advertising during COVID-19 : exploring perceived brand message authenticity and potential psychological reactance

Shoenberger, Heather; Kim, Eunjin; Sun, Yuan - In: Journal of advertising 50 (2021) 3, pp. 253-261

Persistent link: https://www.econbiz.de/10012607894

A narrative approach for overcoming the message credibility problem in green advertising

Kim, Eunjin; Shoenberger, Heather; Kwon, Eunseon; … - In: Journal of business research : JBR 147 (2022), pp. 449-461

Persistent link: https://www.econbiz.de/10013271524

"I owe my life to the kind individual who called the helpline" : exploring the interplay of self-views and social distance in narrative advertising on domestic violence prevention in India and the United States

Muralidharan, Sidharth; Kim, Eunjin - In: International journal of advertising : the review of … 38 (2019) 5, pp. 704-730

Persistent link: https://www.econbiz.de/10012200314

Will humor increase the effectiveness of human papillomavirus (HPV) advertising? : exploring the role of humor, STD information, and knowledge

Yoon, Hye Jin; Kim, Eunjin; Choi, Sung In - In: Journal of marketing communications 29 (2023) 5, pp. 491-509

Persistent link: https://www.econbiz.de/10014321983

Elite athletes more authentic? : diet and exercise effects of athletes v. models in ads

Johnson, Erika Katherine; Shoenberger, Heather - In: Journal of marketing communications 30 (2024) 5, pp. 599-618

Persistent link: https://www.econbiz.de/10015052729

Versioning information goods of multi‐channel publishers in two‐sided markets

Kim, Eunjin; Lee, Byungtae; Kim, Jae‐Cheol - In: Online Information Review 33 (2009) 4, pp. 785-804

Purpose – The purpose of this paper was to identify whether the two‐sided nature of markets in both online and offline channels affects the versioning strategies of multi‐channel publishers in the presence of channel substitutability. Design/methodology/approach – Using analytical...

Persistent link: https://www.econbiz.de/10014965934