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Yongjun Sung
Korea University
AdvertisingBusinessPsychologyMarketingSocial psychology
75Publications
25H-index
2,018Citations
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Publications 70
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#2Yongjun SungH-Index: 25
Last. Jang Ho MoonH-Index: 2
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Abstract This study aimed to investigate the effects of brand anthropomorphism on consumer-brand relationships in a social media marketing context. We hypothesized that anthropomorphism on a brand’s Facebook fan page can strengthen the relationships between brands and consumers by yielding both social presence and a positive inference regarding the brand’s quality as a relationship partner. Our longitudinal experiment confirmed the effects of brand anthropomorphism on consumer-brand relationship...
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#1Jungyong Ahn (KU: Korea University)
#2Ahyeon Kim (KU: Korea University)
Last. Yongjun Sung (KU: Korea University)H-Index: 25
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AbstractWhile previous co-branding research sheds light on the effects of perceived fit between partner brands, the findings have been limited to only two types of perceived fit: product category a...
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#1Jang Ho MoonH-Index: 2
Last. Yongjun SungH-Index: 25
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#3Yongjun SungH-Index: 25
Last. Jang Ho MoonH-Index: 2
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#1Eunji Lee (KU: Korea University)H-Index: 5
#2Tae Rang Choi (University of Texas at Austin)H-Index: 3
Last. Yongjun Sung (KU: Korea University)H-Index: 25
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Abstract. Despite the continued attention on the distinct behavioral and relational outcomes of narcissism and self-esteem, limited academic research has been devoted to investigating the influence...
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#1Linjuan Rita Men (UF: University of Florida)
#2Yongjun Sung (KU: Korea University)H-Index: 25
This study investigates how corporate character is shaped by organizational symmetrical communication and its effects on the quality of employee-organization relationships. Results of an online sur...
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