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Cross‐cultural challenges in product placement

Lee, Taejun (David); Sung, Yongjun; de Gregorio, Federico - In: Marketing Intelligence & Planning 29 (2011) 4, pp. 366-384

Purpose – The purpose of this research is to examine US and Korean college student consumers' attitudes towards product placements in three different media (films, TV shows, and songs), and product placement acceptability based on media genre and product type. Design/methodology/approach –...

Persistent link: https://www.econbiz.de/10014946266

Sport marketing and media research: contributions from the global network of scholars in sport management

Kim, Kihan; James, Jeffrey - In: Journal of Global Scholars of Marketing Science 23 (2013) 1, pp. 1-7

Persistent link: https://www.econbiz.de/10010825421

Measuring the advertising efficiency of the top US sports advertisers

Brown, Natalie; Cheong, Yunjae - In: Journal of Global Scholars of Marketing Science 23 (2013) 1, pp. 23-40

This study uses Data Envelopment Analysis (DEA) to analyze the advertising efficiency of 26 companies featured in <italic>Sports Business Journal's</italic> list of the top 50 sports advertisers from 2009. The input variables included sports media spending and non-sports media spending, as well as the total...

Persistent link: https://www.econbiz.de/10010974610

Evaluating the Multivariate Beta Binomial Distribution for Estimating Magazine and Internet Exposure Frequency Distributions

Cheong, Yunjae; Eakin, Tim; Leckenby, John - In: International journal of advertising : the quarterly … 40 (2011) 1, pp. 7-25

Persistent link: https://www.econbiz.de/10009976457

Advertising Spending Efficiency of Beauty-Care Product Companies: Comparison Between Local Companies and Multinational Companies in the U.S. Market

Ye, Lan; Cheong, Yunjae - In: Journal of global marketing 25 (2012) 5, pp. 262-281

Persistent link: https://www.econbiz.de/10010104519

Evaluating the Multivariate Beta Binomial Distribution for Estimating Magazine and Internet Exposure Frequency Distributions

Cheong, Yunjae; Leckenby, John; Eakin, Tim - In: Journal of advertising : official publication of the … 40 (2011) 1, pp. 7-25

Persistent link: https://www.econbiz.de/10008885216

Using Facebook efficiently

Ye, Lan; Cheong, Yunjae - In: Corporate Communications: An International Journal 22 (2017) 4, pp. 440-454

Purpose The purpose of this paper is to assess the role of Facebook in organizational reputation management by analyzing how efficiently the most reputable companies in the USA use Facebook. Design/methodology/approach This study analyzed 22 companies’ efficiency in using Facebook in...

Persistent link: https://www.econbiz.de/10014692073