Sukki Yoon
Sukki Yoon
Professor of Marketing, Bryant University
Verified email at - Homepage
Cited by
Cited by
Unpacking the relationship between social media marketing and brand equity: The mediating role of consumers’ benefits and experience
L Zollo, R Filieri, R Rialti, S Yoon
Journal of Business research 117, 256-267, 2020
Guilt and shame: Environmental message framing effects
TH Baek, S Yoon
Journal of Advertising 46 (3), 440-453, 2017
E-WOM messaging on social media: social ties, temporal distance, and message concreteness
YK Choi, Y Seo, S Yoon
Internet Research 27 (3), 495-505, 2017
When intrusive can be likable
S Yoon, YK Choi, S Song
Journal of Advertising 40 (2), 63-76, 2011
Higher quality or lower price? How value-increasing promotions affect retailer reputation via perceived value
S Yoon, S Oh, S Song, KK Kim, Y Kim
Journal of business research 67 (10), 2088-2096, 2014
Ethical consumption and consumers’ decision making: the role of moral intuition
L Zollo, S Yoon, R Rialti, C Ciappei
Management Decision 56 (3), 692-710, 2018
Narrative transportation and paratextual features of social media in viral advertising
Y Seo, X Li, YK Choi, S Yoon
Journal of Advertising 47 (1), 83-95, 2018
Augment yourself through virtual mirror: the impact of self-viewing and narcissism on consumer responses
TH Baek, CY Yoo, S Yoon
International Journal of Advertising 37 (3), 421-439, 2018
Is that coffee mug smiling at me? How anthropomorphism impacts the effectiveness of desirability vs. feasibility appeals in sustainability advertising
NR Han, TH Baek, S Yoon, Y Kim
Journal of Retailing and Consumer Services 51, 352-361, 2019
When environmental messages should be assertive: Examining the moderating role of effort investment
TH Baek, S Yoon, S Kim
International Journal of Advertising 34 (1), 135-157, 2015
Matching luxury brand appeals with attitude functions on social media across cultures
YK Choi, Y Seo, U Wagner, S Yoon
Journal of Business Research 117, 520-528, 2020
The effects of eWOM volume and valence on product sales–an empirical examination of the movie industry
K Kim, S Yoon, YK Choi
International Journal of Advertising 38 (3), 471-488, 2019
Assertive environmental advertising and reactance: Differences between South Koreans and Americans
Y Kim, TH Baek, S Yoon, S Oh, YK Choi
Journal of Advertising 46 (4), 550-564, 2017
Advertising creativity in Korea
BH Kim, S Han, S Yoon
Journal of Advertising 39 (2), 93-108, 2010
Colour effects in green advertising
D Lim, TH Baek, S Yoon, Y Kim
International Journal of Consumer Studies 44 (6), 552-562, 2020
Do negative consumption experiences hurt manufacturers or retailers? The influence of reasoning style on consumer blame attributions and purchase intention
S Yoon
Psychology & Marketing 30 (7), 555-565, 2013
Programmatic creative: AI can think but it cannot feel
M Bakpayev, TH Baek, P van Esch, S Yoon
Australasian Marketing Journal 30 (1), 90-95, 2022
The impact of COVID‐19 on consumer evaluation of authentic advertising messages
J Park, J Kim, DC Lee, SS Kim, BG Voyer, C Kim, B Sung, ...
Psychology & Marketing 39 (1), 76-89, 2022
Effort investment in persuasiveness: A comparative study of environmental advertising in the United States and Korea
S Yoon, Y Kim, TH Baek
Social and Environmental Issues in Advertising, 103-115, 2018
Shopping plans, buying motivations, and return policies: impacts on product returns and purchase likelihoods
JY Seo, S Yoon, M Vangelova
Marketing letters 27, 645-659, 2016
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