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Implicit and explicit affective evaluations of athlete brands : the associative evaluation-emotional appraisal-intention model of athlete endorsements
Chang, Yonghwan; Ko, Yong Jae; Carlson, Brad D. - In: Journal of sport management : the official journal of … 32 (2018) 6, pp. 497-510
Persistent link: https://www.econbiz.de/10011943509
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The effect of attribution on athlete scandals : consumer responses toward scandalized athletes and endorsements
Kim, Daehwan; Ko, Yong Jae; Lee, Joon Sung; Sato, Shintaro - In: Sport marketing quarterly : preferred journal of the … 29 (2020) 4, pp. 269-281
Persistent link: https://www.econbiz.de/10012486856
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Effects of Commitment to CSR-Linked Sport Sponsorship on Consumers' Fit Perception, Attitude toward Sponsor, and Word-of-Mouth Intention
Asada, Akira; Yan, Meimei; Ko, Yong Jae; Lee, Joon Sung - In: Sport marketing quarterly : preferred journal of the … 32 (2023) 2, pp. 137-149
Persistent link: https://www.econbiz.de/10014315787
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The effects of pre-scandal associations of athlete endorsers and scandal types on consumer blame and eWOM
Sato, Shintaro; Ko, Yong Jae; Kim, Daehwan; Lee, Joon Sung - In: International journal of sports marketing & sponsorship 24 (2023) 4, pp. 814-833
Persistent link: https://www.econbiz.de/10014377686
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Spectators' emotional responses in tweets during the Super Bowl 50 game
Chang, Yonghwan - In: Sport management review 22 (2019) 3, pp. 348-362
Persistent link: https://www.econbiz.de/10012099376
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Exploring the patterns of dual attitude changes in the context of athlete endorsement : the interplay of fit, evaluative conditioning, and introspection focus
Chang, Yonghwan - In: Journal of sport management : the official journal of … 32 (2018) 5, pp. 413-425
Persistent link: https://www.econbiz.de/10011934508
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When team sponsorship of cause-related messages leads to unfavorable fan reactions : the interplay among competency, cause orientation, and message source
Chang, Yonghwan; Kwak, Dae Hee - In: European Sport management quarterly : ESMQ 23 (2023) 4, pp. 1024-1045
Persistent link: https://www.econbiz.de/10014320222
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Consumer patriotism and response to patriotic advertising : comparison of international vs. national sport events
Kim, Yongjae; Yim, Kitae; Ko, Yong Jae - In: International journal of sports marketing & sponsorship 14 (2012/13) 3, pp. 229-251
Persistent link: https://www.econbiz.de/10009765604
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Strategic match of athlete endorsement in global markets : an associative learning perspective
Chang, Yongwan; Ko, Yong Jae; Tasci, Asli; Arai, Akiko; … - In: International journal of sports marketing & sponsorship 15 (2014) 4, pp. 253-271
Persistent link: https://www.econbiz.de/10010410847
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Determinants of consumers' attitudes toward a sport sponsorship : a tale from college athletics
Ko, Yong Jae; Kim, Yu Kyoum - In: Journal of nonprofit & public sector marketing 26 (2014) 3, pp. 185-207
Persistent link: https://www.econbiz.de/10010490409