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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
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Brand popularity as an advertising cue affecting consumer evaluation on sustainable brands : a comparison study of Korea, China, and Russia
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
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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
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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
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Luxury brand advertising
Ko, Eunju (ed.) - 2020
Persistent link: https://www.econbiz.de/10012260268
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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
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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
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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