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The brand leadership : scale development and validation

Chang, Yonghwan; Ko, Yong Jae - In: The journal of brand management : an international journal 21 (2014) 1, pp. 63-80

Persistent link: https://www.econbiz.de/10010234569

Determinants of consumer attitude toward corporate sponsors : a comparison between a profit and nonprofit sport event sponsorship

Ko, Yong Jae; Chang, Yonghwan; Park, Chanmin; Herbst, … - In: Journal of consumer behaviour : an international … 16 (2017) 2, pp. 176-186

Persistent link: https://www.econbiz.de/10011685073

Consumers' perceived post purchase risk in luxury services

Chang, Yonghwan; Ko, Yong Jae - In: International journal of hospitality management 61 (2017), pp. 94-106

Persistent link: https://www.econbiz.de/10011646133

The effect of perceived brand leadership on luxury service WOM

Chang, Yonghwan; Ko, Yong Jae; Leite, Walter - In: The journal of services marketing 30 (2016) 6, pp. 659-671

Persistent link: https://www.econbiz.de/10011635071

Reconsidering the role of fit in celebrity endorsement : associative-propositional evaluation (APE) accounts of endorsement effectiveness

Chang, Yonghwan; Ko, Yong Jae - In: Psychology & marketing 33 (2016) 9, pp. 678-691

Persistent link: https://www.econbiz.de/10011560100

Do spectators and competitors accept the use of scoring technology in Teakwondo competitions?

Ko, Yong Jae; Cattani, Kevin; Chang, Yonghwan; Hur, Youngjin - In: International journal of sport management and marketing … 9 (2011) 3/4, pp. 238-253

Persistent link: https://www.econbiz.de/10009312117

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

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

Does causal reasoning lead to moral reasoning? Consumers' responses to scandalized athletes and endorsements

Kim, Daehwan; Lee, Joon Sung; Jang, Wonseok (Eric); Ko, … - In: International Journal of Sports Marketing and Sponsorship 23 (2021) 3, pp. 465-484

Purpose: Marketers and brand managers are subject to reputational crises when their endorsers are involved in scandals. To effectively manage such crises, it is imperative to understand (1) the underlying mechanisms through which consumers process negative information surrounding morally...

Persistent link: https://www.econbiz.de/10012639486

"I still support my favorite team" : the effects of an athlete's transgression and post-response strategy using visual cues on in-group bias

Jang, Wonseok; Lee, Joon Sung; Cho, Janice; Lee, Jeoung Hak - In: Sport marketing quarterly : preferred journal of the … 29 (2020) 2, pp. 148-159

Persistent link: https://www.econbiz.de/10012815557