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Determinants of audience demand for the televised professional baseball matches in Korea

Ryu, Yoonji; Kim, Kihan; Paik, Jong Won; Cheong, Yunjae - In: International Journal of Sports Marketing and Sponsorship 20 (2019) 1, pp. 184-202

Purpose: The purpose of this paper is to examine factors influencing the audience demand for televised post-season games of the Korean professional baseball league. Design/methodology/approach: The data were collected from a total of 129 games – the entire post-season games from 2008 to 2016....

Persistent link: https://www.econbiz.de/10012072089

The current practices in food advertising: The usage and effectiveness of different advertising claims

Kim, Kihan; Cheong, Yunjae; Zheng, Lu - In: International journal of advertising : the quarterly … 28 (2009) 3, pp. 527-554

Persistent link: https://www.econbiz.de/10008274063

A Frontier Analysis for Advertising Budgeting: Benchmarking Efficient Advertisers

Kim, Kihan; Cheong, Yunjae - In: Journal of current issues and research in advertising : … 31 (2009) 2, pp. 91-105

Persistent link: https://www.econbiz.de/10008346599

Advertising and promotion budgeting during volatile economic conditions: Factors influencing the level of decentralisation in budgeting and its relations to budget size and allocat...

Cheong, Yunjae; Kim, Kihan; Kim, Hyuksoo - In: International journal of advertising : the quarterly … 32 (2013) 1, pp. 143-162

Persistent link: https://www.econbiz.de/10010085860

The State of Media Planning Research: A 16-Year Assessment, 19922007

Cheong, Yunjae; Kim, Kihan - In: Journal of current issues and research in advertising : … 33 (2012) 2, pp. 227-248

Persistent link: https://www.econbiz.de/10009999435

Information content of Super Bowl commercials 20012009

Kim, Kihan; Cheong, Yunjae; Kim, Hyuksoo - In: Journal of marketing communications 18 (2012) 4, pp. 249-265

Persistent link: https://www.econbiz.de/10010013480

Exploring the influence of television sport on consumers' attitudes towards programme-embedded advertising using motivational responses generated by the game

Ahn, Dohyun; Cheong, Yunjae; Kim, Kihan - In: International journal of sports marketing & sponsorship 14 (2013) 4, pp. 326-342

Persistent link: https://www.econbiz.de/10010176895

The State of Media Planning Research: A 16-Year Assessment, 1992-2007

Cheong, Yunjae; Kim, Kihan - In: Journal of current issues and research in advertising : … 33 (2011) 1, pp. 227-248

Persistent link: https://www.econbiz.de/10010033592

The image management function of sponsorship: A general theoretical framework

Kim, Kihan; Stout, Patricia A; Cheong, Yunjae - In: International journal of advertising : the quarterly … 31 (2012) 1, pp. 85-113

Persistent link: https://www.econbiz.de/10009836711

The Effects of Athlete-Endorsed Advertising: The Moderating Role of the Athlete-Audience Ethnicity Match

Kim, Kihan; Cheong, Yunjae - In: Journal of sport management : the official journal of … 25 (2011) 2, pp. 143-156

Persistent link: https://www.econbiz.de/10009030038