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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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Can Asian models be effective to white American consumers in values advocacy ads? : the implications of collectivistic self-construal as a self-motive in the context of values advo...
Lee, Yoon-Joo - In: Journal of current issues and research in advertising : … 38 (2017) 1, pp. 75-91
Persistent link: https://www.econbiz.de/10011745249
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The effects of information cues on perceived legitimacy of companies that promote corporate social responsibility initiatives on social networking sites
Lee, Yoon-Joo; Yoon, Hye Jin; O'Donnell, Nicole H. - In: Journal of business research : JBR 83 (2018), pp. 202-214
Persistent link: https://www.econbiz.de/10011802565
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How do self-values play a role in consumers' perception of CSR advertising? : the moderated mediation effect of self-referencing
Lee, Yoon-Joo - In: Journal of advertising research 57 (2017) 4, pp. 422-435
Persistent link: https://www.econbiz.de/10011884943
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Does congruency matter for online green demarketing campaigns? : examining the effects of retargeting display ads embedded in different browsing contexts
Yoon, Hye Jin; Lee, Yoon-Joo; Sun, Shuoya; Joo, Jinho - In: Journal of research in interactive marketing : … 17 (2023) 6, pp. 882-900
Persistent link: https://www.econbiz.de/10014428184
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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
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The role of interdependent self-construal in increasing donation behavioral intention : underlying processing mechanism of impression motives
Lee, Yoon-Joo; Choi, Jihye; Muldrow, Adrienne F. - In: Journal of current issues and research in advertising 41 (2020) 1, pp. 104-118
Persistent link: https://www.econbiz.de/10012245013