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Do celebrity endorsements benefit familiar luxury brands? : a perspective from social adaptation theory
Park, Sun-Young; Yim, Mark Yi-Cheon - In: Journal of current issues and research in advertising 41 (2020) 1, pp. 20-35
Persistent link: https://www.econbiz.de/10012244980
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Modelling the dimensionality effects on brand placement effectiveness in stereoscopic 3-D versus 2-D sports games
Yim, Mark Yi-Cheon; Abdourazakou, Yann; Sauer, Paul L.; … - In: International journal of advertising : the quarterly … 37 (2018) 6, pp. 958-983
Persistent link: https://www.econbiz.de/10012492621
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Promoting public health or underlying business interests? : the effectiveness (or ineffectiveness) of responsible drinking social causes by the alcohol industry versus non-profits
Kim, Yeonsoo; Park, Sun-Young - In: Journal of promotion management : JPM 24 (2018) 6, pp. 774-797
Persistent link: https://www.econbiz.de/10011979235
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The effects of message framing and risk perceptions for HPV vaccine campaigns : focus on the role of regulatory fit
Park, Sun-young - In: Health marketing quarterly 29 (2012) 4, pp. 283-302
Persistent link: https://www.econbiz.de/10009713292
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Celebrity endorsement for nonprofit organizations : the role of celebrity motive attribution and spontaneous judgment of celebrity-cause incongruence
Park, Sunyoung; Cho, Moonhee - In: Journal of promotion management : JPM 21 (2015) 2, pp. 224-245
Persistent link: https://www.econbiz.de/10011305252