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Exploring the role of culture in advertising : resolving persistent issues and responding to changes

Lee, Wei-Na - In: Journal of advertising 48 (2019) 1, pp. 115-125

Persistent link: https://www.econbiz.de/10012201404

The effects of country-of-origin fit on cross-border brand alliances

Lee, Jin Kyun; Lee, Byung-Kwan; Lee, Wei-Na - In: Asia Pacific Journal of Marketing and Logistics 30 (2018) 5, pp. 1259-1276

Purpose: The purpose of this paper is to investigate the impact of country-of-origin (COO) fit and consumer product knowledge on consumer brand attitudes in a cross-border strategic brand alliance (SBA). Design/methodology/approach: An experimental study with 207 subjects was conducted using a...

Persistent link: https://www.econbiz.de/10012065874

Diversity issues in consumer psychology

Williams, Jerome D.; Lee, Wei-Na; Henderson, Geraldine Rosa - In: Handbook of consumer psychology, (pp. 877-912). 2008

Persistent link: https://www.econbiz.de/10003716277

Country-of-origin effects on consumer product evaluation and purchase intention : the role of objective versus subjective knowledge

Lee, Jin Kyun; Lee, Wei-Na - In: Journal of international consumer marketing 21 (2009) 2, pp. 137-151

Persistent link: https://www.econbiz.de/10003890762

Overcoming consumer skepticism in cause-related marketing : the effects of corporate social responsibility and donation size claim objectivity

Kim, Yeo Jung; Lee, Wei-Na - In: Journal of promotion management : JPM 15 (2009) 4, pp. 465-483

Persistent link: https://www.econbiz.de/10003928841

Representation of African Americans in direct-to-consumer pharmaceutical commercials : a content analysis with implications for health disparities

Ball, Jennifer Gerard; Liang, Angie; Lee, Wei-Na - In: Health marketing quarterly 26 (2009/10) 4, pp. 372-390

Persistent link: https://www.econbiz.de/10003933256

The impact of product knowledge on consumer product memory and evaluation in the competitive ad context : the item-specific-relational perspective

Lee, Byung-kwan; Lee, Wei-na - In: Psychology & marketing 28 (2011) 4, pp. 360-387

Persistent link: https://www.econbiz.de/10008989363

How advertising works within a cultural context : theories and framework informing the process

La Ferle, Carrie; Lee, Wei-Na - In: Advertising theory, (pp. 162-173). 2012

Persistent link: https://www.econbiz.de/10009524180

Korean advertising practitioners' perspectives on celebrity endorsement

Um, Nam-Hyun; Lee, Wei-Na - In: Journal of promotion management : JPM 21 (2015) 1, pp. 33-54

Persistent link: https://www.econbiz.de/10011304632

The construction of gender and creativity in advertising creative departments

Windels, Kasey; Lee, Wei-Na - In: Gender in management : an international journal 27 (2012) 8, pp. 502-519

Persistent link: https://www.econbiz.de/10009698090