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Konsumentenverhalten
Consumer behaviour
11
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9
Werbewirkung
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Brand image
5
Celebrity endorsement
5
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5
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Um, Nam-Hyun
9
Kim, Dong Hoo
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Sung, Yoon Hi
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Um, Nam-hyun
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Kim, Kyung-Ok
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Kwon, Eun Sook
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Lee, So Young
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Journal of marketing communications
4
Journal of promotion management : innovations in planning and applied research
2
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International journal of internet marketing and advertising : IJIMA
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ECONIS (ZBW)
11
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1
Seeking the holy grail through gay and lesbian consumers : an exploratory content analysis of ads with gey/lesbian-specific content
Um, Nam-Hyun
- In:
Journal of marketing communications
18
(
2012
)
2
,
pp. 133-149
Persistent link: https://www.econbiz.de/10009532005
Saved in:
2
Celebrity scandal fallout : how attribution style can protect the sponsor
Um, Nam-hyun
- In:
Psychology & marketing
30
(
2013
)
6
,
pp. 529-541
Persistent link: https://www.econbiz.de/10009775022
Saved in:
3
Does gay-themed advertising haunt your brand? : the impact of gay-themed advertising on young heterosexual consumers
Um, Nam-Hyun
- In:
International journal of advertising : the quarterly …
33
(
2014
)
4
,
pp. 811-832
Persistent link: https://www.econbiz.de/10010467576
Saved in:
4
Effects of negative brand information : measuring impact of celebrity identification and brand commitment
Um, Nam-hyun
- In:
Journal of global marketing
26
(
2013
)
2
,
pp. 68-79
Persistent link: https://www.econbiz.de/10010189542
Saved in:
5
What affects the effectiveness of celebrity endorsement? : impact of interplay among congruece, identification, and attribution
Um, Nam-Hyun
- In:
Journal of marketing communications
24
(
2018
)
7
,
pp. 746-759
Persistent link: https://www.econbiz.de/10011927914
Saved in:
6
The effects of social presence, contextual congruence and source credibility in evaluation of online advertising on news websites
Um, Nam-Hyun
- In:
International journal of internet marketing and …
11
(
2017
)
1
,
pp. 64-82
Persistent link: https://www.econbiz.de/10011742798
Saved in:
7
Korean consumers' responses to Nike's "Women's Just Do It" femvertising campaign
Um, Nam-Hyun
- In:
Journal of promotion management : innovations in …
28
(
2022
)
5
,
pp. 650-668
Persistent link: https://www.econbiz.de/10013277291
Saved in:
8
Symbols or icons in gay-themed ads : how to target gay audience
Um, Nam-Hyun
;
Kim, Kyung-Ok
;
Kwon, Eun Sook
;
Wilcox, David
- In:
Journal of marketing communications
21
(
2015
)
6
,
pp. 393-407
Persistent link: https://www.econbiz.de/10011518846
Saved in:
9
Actual Dove versus ideal L'Oréal : impact of self-related brand image on advertising persuasiveness
Kim, Dong Hoo
;
Sung, Yoon Hi
;
Um, Nam-Hyun
- In:
Journal of marketing communications
25
(
2019
)
5
,
pp. 535-552
Persistent link: https://www.econbiz.de/10012203334
Saved in:
10
Antecedents and consequences of consumers' attitude toward social commerce sites
Um, Nam-Hyun
- In:
Journal of promotion management : innovations in …
25
(
2019
)
4
,
pp. 500-519
Persistent link: https://www.econbiz.de/10012179042
Saved in:
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