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The moderating effects of status-consumption motive and age in the relationship between CSR advertising appeal type and purchase intentions
Zhao, Wen; Lee, Yoon-Joo - In: Journal of promotion management : innovations in … 25 (2019) 4, pp. 520-540
Persistent link: https://www.econbiz.de/10012179043
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Role of variability in cultural dimensions across generations in the context of CSR advertising in an East Asian market
Lee, Yoon-Joo; Haley, Eric John - In: International journal of advertising : the review of … 38 (2019) 1, pp. 116-138
Persistent link: https://www.econbiz.de/10012200209
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Gender differences in arousal priming effects on humor advertising
Yoon, Hye Jin; Lee, Yoon-Joo - In: International journal of advertising : the review of … 38 (2019) 3, pp. 383-404
Persistent link: https://www.econbiz.de/10012200265
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How do racial minority consumers process a model race cue in CSR advertising? : a comparison of Asian and White Americans
Lee, Yoon-Joo; Kim, Sora - In: Journal of marketing communications 25 (2019) 3, pp. 307-327
Persistent link: https://www.econbiz.de/10012203300
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How do generational differences drive response to social-issue ads? : the effect of value orientations across generations in the U.S.
Lee, Yoon-Joo; Haley, Eric John - In: Journal of advertising research 60 (2020) 3, pp. 271-289
Persistent link: https://www.econbiz.de/10012301360