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The role of source characteristics and message appeals in Public Service Advertising (PSA) messages : an application of Fishbein's expectancy-value model and the match-up hypothesi...
Ahn, Hoyoung; Paek, Hye-Jin; Tinkham, Spencer - In: Journal of current issues and research in advertising 40 (2019) 2, pp. 147-170
Persistent link: https://www.econbiz.de/10012243124
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The elaboration likelihood model : a 30-year review
Schumann, David W.; Kotowski, Michael R.; Ahn, Ho-young; … - In: Advertising theory, (pp. 51-68). 2012
Persistent link: https://www.econbiz.de/10009526922
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Direct-to-consumer (DTC) antidepressant advertising and consumer misperceptions about the chemical imbalance theory of depression : the moderating role of skepticism
Park, Jin Seong; Ahn, Ho-young - In: Health marketing quarterly 30 (2013) 4, pp. 362-378
Persistent link: https://www.econbiz.de/10010244729
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How do self-values play a role in consumers' perception of CSR advertising? : the moderated mediation effect of self-referencing
Lee, Yoon-Joo - In: Journal of advertising research 57 (2017) 4, pp. 422-435
Persistent link: https://www.econbiz.de/10011884943
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Costly signaling : Asian Americans and the role of ethnicity in the willingness to pay more for socially responsible products
Lee, Yoon-Joo - In: Journal of promotion management : JPM 23 (2017) 2, pp. 277-302
Persistent link: https://www.econbiz.de/10011729552
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Can Asian models be effective to white American consumers in values advocacy ads? : the implications of collectivistic self-construal as a self-motive in the context of values advo...
Lee, Yoon-Joo - In: Journal of current issues and research in advertising : … 38 (2017) 1, pp. 75-91
Persistent link: https://www.econbiz.de/10011745249
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The role of gender and message strategy in the perception of advocacy advertising
Lee, Yoon-joo; Haley, Eric; Avery, Elizabeth Johnson - In: Journal of current issues and research in advertising : … 32 (2010) 1, pp. 47-57
Persistent link: https://www.econbiz.de/10003987006
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The mediating role of attitude towards values advocacy ads in evaluating issue support behaviour and purchase intention
Lee, Yoon-joo; Haley, Eric; Yang, Kiseol - In: International journal of advertising : the quarterly … 32 (2013) 2, pp. 233-253
Persistent link: https://www.econbiz.de/10009757952
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The effects of corporate social responsibility orientation on the consumer's perception of advertisers' intention
Lee, Yoon-joo; Haley, Eric; Mark, Aimee Y. - In: Journal of current issues and research in advertising : … 33 (2012) 2, pp. 192-209
Persistent link: https://www.econbiz.de/10009671489
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Consumer response to virtual CSR experiences
Lee, Yoon-Joo; Zhao, Wen; Chen, Huan - In: Journal of current issues and research in advertising 42 (2021) 1, pp. 102-122
Persistent link: https://www.econbiz.de/10012483556