Kang, E.,Atkinson, L.,Sung, Y., Flattery will get you somewhere, sometimes? The effect of flattery and hotel segments on a hotel guests’ green behavior, Journal of Consumer Behaviour.
Song, G.,Looi, J.,Kang, E., Assessing how an unofficial brand partnership affects a brand image: the case of the Satan Shoes, Journal of Global Fashion Marketing.
Kang, E.,Lim, E.,Sung, Y., Virtual influencers are more authentic than human influencers? The effect of influencer types and multiple endorsements on consumer response to influencer marketing, The Global Marketing Conference, 2023.
Kim, Y.,Kim, E.,Kang, E., Mitigating the effect of participation effort in consumer participatory CSR campaigns: The role of consumer power, The Global Marketing Conference, 2023.
Lim, E.,Sung, Y.,Kang, E., Your friend recently purchased this product: Examining how consumers respond to social networking information embedded in online targeting ads, The Global Marketing Conference, 2023.
