Zobrazeno 1 - 10
of 16
pro vyhledávání: '"Kyunghee Bu"'
Autor:
Kyunghee Bu, Luri Lee
Publikováno v:
Asia Marketing Journal, Vol 24, Iss 3, Pp 96-108 (2022)
This study investigates how affects elicited by visual images in print ads are integrated to form a liking for the ads. Assuming a sequential rather than simultaneous processing of still-cut images, we adopt the ‘think-aloud’ method to capture co
Externí odkaz:
https://doaj.org/article/42ef990c8ea44d518280400808b4178d
Publikováno v:
Asia Marketing Journal, Vol 22, Iss 4, Pp 171-173 (2021)
This editorial briefly explains the overview of the special session papers of ICAMA (International Conference of Asian Marketing Associations)-KAS (Korea Advertising Society). We also present the general direction for progressing the development of
Externí odkaz:
https://doaj.org/article/37ba165b31104fb093e780708368563c
Autor:
Kyunghee Bu, Whoe Whun Kim
Publikováno v:
Asia Marketing Journal, Vol 22, Iss 4, Pp 27-45 (2021)
This study examines the effects of celebrity endorsed advertising from a new perspective of the prior research that emphasizes the matchup between the brand and the celebrity. Due to the recent sharing experiences of the celebrity and their fans on S
Externí odkaz:
https://doaj.org/article/3a7dd3f9fc6f44ebb8bb565cbe3c9722
Autor:
Kyunghee Bu, Luri Lee
Publikováno v:
Korea Business Review. 27:77-92
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::89ee952d9724facc069d103c6cdc7a92
https://doi.org/10.17287/kbr.2023.27.0.77
https://doi.org/10.17287/kbr.2023.27.0.77
Autor:
Kyunghee Bu
Publikováno v:
THE KOREAN JOURNAL OF ADVERTISING. 31:183-212
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::f44b76ddae9cd64c6be3760c335be874
https://doi.org/10.14377/kja.2020.8.31.183
https://doi.org/10.14377/kja.2020.8.31.183
Autor:
Whoe Whun Kim, Kyunghee Bu
Publikováno v:
Asia Marketing Journal. 22
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_dedup___::54dcaae4f9272842780246dcc64efd61
https://doi.org/10.53728/2765-6500.1366
https://doi.org/10.53728/2765-6500.1366
Autor:
Seong Yong Park, Kyunghee Bu
Publikováno v:
Journal of Business Research. 69:1656-1660
This study proposes to adopt Kano fuzzy model to minimize the overriding effect of ‘indifferent’ Kano category. Most frequently, consumers in a collectivist culture tend to show their prevention-mode of choosing the middle point on the questionna
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::697134a355bc0838c7f4248dfb6c2b8e
https://doi.org/10.1016/j.jbusres.2015.10.034
https://doi.org/10.1016/j.jbusres.2015.10.034
Publikováno v:
Journal of Business Research. 66:983-988
This study answers whether or not an ethnic food restaurant is better off when promoting culturally congruent emotions, or incongruent but context-specific emotions. Using self regulatory fit as the theoretical frame, this study confirms that cultura
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::cc4a645c8e891015e6bb8fcec572c42c
https://doi.org/10.1016/j.jbusres.2011.12.021
https://doi.org/10.1016/j.jbusres.2011.12.021
Publikováno v:
Psychology and Marketing. 26:590-609
This paper addresses some important issues involving the effective deployment of ever-increasing VIP program budgets. Recent research results on the effects of VIP programs have been somewhat mixed. Some studies have found a positive influence on con
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::cd5eef2aafba30fd9a81c692b29d6f2a
https://doi.org/10.1002/mar.20290
https://doi.org/10.1002/mar.20290
Publikováno v:
International Journal of Advertising. 28:13-47
Unlike past findings on cross-cultural advertising, culture seems to have little effect on visual forms in ads. In study 1, we tested whether the culture-congruent visual forms would still be preva...
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::7687034ed683ba265588cc8f096363c7
https://doi.org/10.2501/s0265048709090453
https://doi.org/10.2501/s0265048709090453