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The effect of attribution on athlete scandals : consumer responses toward scandalized athletes and endorsements
Kim, Daehwan; Ko, Yong Jae; Lee, Joon Sung; Sato, Shintaro - In: Sport marketing quarterly : preferred journal of the … 29 (2020) 4, pp. 269-281
Persistent link: https://www.econbiz.de/10012486856
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Does causal reasoning lead to moral reasoning? : consumers' responses to scandalized athletes and endorsements
Kim, Daehwan; Lee, Joon Sung; Jang, Wonseok; Ko, Yong Jae - In: International journal of sports marketing & sponsorship 23 (2022) 3, pp. 465-484
Persistent link: https://www.econbiz.de/10013370331
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Do humanized team mascots attract new fans? : application and extension of the anthropomorphism theory
Ko, Yong Jae; Asada, Akira; Jang, Wonseok; Kim, Daehwan; … - In: Sport management review 25 (2022) 5, pp. 820-846
Persistent link: https://www.econbiz.de/10014277029
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The effects of pre-scandal associations of athlete endorsers and scandal types on consumer blame and eWOM
Sato, Shintaro; Ko, Yong Jae; Kim, Daehwan; Lee, Joon Sung - In: International journal of sports marketing & sponsorship 24 (2023) 4, pp. 814-833
Persistent link: https://www.econbiz.de/10014377686
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Using experiments in sport consumer behavior research : a review and directions for future research
Ko, Yong Jae; Kwak, Dae Hee; Jang, Wonseok; Lee, Joon Sung - In: Sport marketing quarterly : preferred journal of the … 32 (2023) 1, pp. 33-46
Persistent link: https://www.econbiz.de/10014292916