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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
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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
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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
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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
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The role of culture in creative execution in celebrity endorsement : the cross-cultural study
Um, Nam-hyun - In: Journal of global marketing 26 (2013) 3, pp. 155-172
Persistent link: https://www.econbiz.de/10010189495
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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
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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
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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
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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
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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