Publication (Sungho Lee)

BOOKS & BOOK CHAPTERS

(11) Kim, S. H., Kim, K.H., Kim, C.W., Lee, Sungho, Choi, M.J., and Lee, S. J. (2022), Understanding Technology Start-ups, Hakhyunsa, Gyunggi-do, Korea. (in Korean) [김상현, 김경환, 김창완, 이성호, 최문종, 이승주 (2022), 기술창업의 이해, 학현사] http://www.kyobobook.co.kr/product/detailViewKor.laf?mallGb=KOR&ejkGb=KOR&linkClass=&barcode=9788958535751

(10) Im, Seunghee, and Lee, Sungho (2021), "Lotte Chemical's Growth and Challenges for Global Leaders," in the 2018 Case Papers of Award-Winning Companies of the Korean Academic Society of Business Administration (in Korean) [임승희, 이성호 (2021), "2018 한국경영학회 최우량기업대상 롯데케미칼 사례 : 글로벌 리더를 향한 롯데케미칼의 성장과 도전," 2018 한국경영학회 수상기업 사례논문집, 한국경영학회, ISBN 979-11-974006-1-2] 

(9) Lee, Doo-Hee, Yoon, Sung-Soo, Lee, Sungho, et al. (2018), The New Paradigm for Korean Business Education, Mail Economics Daily, Seoul, Korea. (in Korean) [이두희, 윤성수, 이성호, 이재혁, 이우종, 권순창, 배종석, 강철, 이상민, 최성진, 이무원, 김도윤, 김희천, 신호정, 유시진, 박대윤, 박찬수, 류수영, 이태희, 김중혁, 김영규, 오종문, 전규완, 전성일 (2018), 경영교육 뉴패러다임, 매일경제신문사] http://www.kyobobook.co.kr/product/detailViewKor.laf?barcode=9791155429143 

(8) Kim, Sung-Kook, Lee, Sungho,  Nam-Ki Cho, Myungsoo Chaiy, and Myun-Joong Chun (2018), The New Understanding of Business Administration, 3rd  edition, B & M Books, Seoul, Korea. (in Korean) [김성국, 이성호, 조남기, 채명수, 천면중 (2018), 최신경영학의 이해, 제3판, 비앤엠북스]  http://www.kyobobook.co.kr/product/detailViewKor.laf?kGb=KOR&mallGb=KOR&barcode=9788968210754&orderClick=LEB&Kc=  

(7) Chaiy, Seoil, and Lee, Sungho (2017), Marketing, 6th edition, B & M Books, Seoul, Korea. (in Korean) [채서일, 이성호 (2017), Marketing, 제6판, 비앤엠북스]  http://www.kyobobook.co.kr/product/detailViewKor.laf?ejkGb=KOR&mallGb=KOR&barcode=9788968210709&orderClick=LAG&Kc= 

(6) Lee, Sungho (2017), “Value Creation for Customers: the Direction for Developing the Practical Framework,” in Preparing for the Future of Marketing, eds., Sungho Lee et al., 5-64, B & M Books, Seoul, Korea. (in Korean) [이성호 (2017), “고객가치창출: 실용적 틀의 발전방향”, 마케팅의 미래준비, 이성호외 8인 편저, 비앤엠북스]  https://www.kyobobook.co.kr/product/detailViewKor.laf?&mallGb=KOR&ejkGb=KOR&barcode=9788968210648&orderClick=LBB&Kc=SETRETAgendasearch 

(5) Lee, Sungho, Monroe, K.B., and Rosa, J.A. (2015), "Consumer Evaluations of Brand Extensions Positioned by Attribute Information," In: Manrai A., Meadow H. (eds), Global Perspectives in Marketing for the 21st Century, Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham, 361.  https://link.springer.com/chapter/10.1007/978-3-319-17356-6_110#citeas

(4) Chaiy, Seoil, and Lee, Sungho (2015), Marketing, 5th edition, Okdang Books, Seoul, Korea. (in Korean) [채서일, 이성호 (2015), Marketing, 제5(전면개정)판, 옥당]  http://www.yes24.com/24/goods/20100333 

(3) Lee, Sungho, and Kilsun Kim (2011), Execution Manual of Clayton M. Christensen’s Disruptive Innovation (Original Title: The Innovator’s Guide to Growth: Putting Disruptive Innovation to Work), Okdang Books, Seoul, Korea. [Translated Book; in Korean] [스콧 앤서니, 마크 존슨, 조셉 신필드, 엘리자베스 알트먼 (2011), 파괴적 혁신 실행 매뉴얼, 이성호, 김길선 역, 옥당]  http://blog.yes24.com/blog/blogMain.aspx?blogid=samonim8&artSeqNo=7638231  http://news.mk.co.kr/newsRead.php?year=2011&no=215881 

(2) Lee, Sungho, Jeong-Eun Park, and Seoil Chaiy (2007), Customer Equity Management and Marketing Process Change: Focusing on Strategic Marketing Capabilities, B & M Books, Seoul, Korea. (in Korean) [이성호, 박정은, 채서일 (2007), 고객자산관리와 마케팅프로세스의 변화, 비앤엠 북스]  http://www.yes24.com/24/goods/3442659 

(1) Kim, Dong-ki, Yong-Hak Lee, and Sungho Lee (2001), New Consumer Behavior: Applications to Marketing Strategy in the Digital Age, Parkyoungsa, Seoul, Korea. (in Korean) [김동기, 이용학, 이성호 (2001), 신소비자행동: 디지털시대의 마케팅전략 적용, 박영사] http://www.yes24.com/24/goods/223004?scode=032&OzSrank=4 

RESEARCH INTERESTS

❖      Innovation, business model innovation, & entrepreneurship from the perspective of marketing

❖      Marketing strategy issues: resource-based view, capabilities of market-driven organizations & adaptive marketing capabilities, market-based information processing & learning of organizations, cognitive theory of firm, etc.

❖      Brand & customer management: measuring and managing brand equity & customer equity

❖      Consumer behavior & consumer information processing: consumers’ mental representation and information processing of brand & price information

JOURNAL PUBLICATION (INTERNATIONAL JOURNALS)

(11) Kim, Joonhwan, Wujin Chu, and Sungho Lee (2022), "Emotional and Cognitive Determinants of Retail Salespersons' Emotional Labor and Adaptive Selling Behavior," Journal of Distribution Science (Scopus), 20(9), 109-126 [Sales Management; Retail Management]  https://doi.org/10.15722/jds.20.09.202209.109

(10) Chang, Woojung, Ji Hee Song, and Sungho Lee (2020), "Observation of other's preferential treatment as a constructive catalyst for improved repatronize intentions," Journal of Retailing and Consumer Services (SSCI), 57(Nov.), 102244 [Customer Management] https://www.sciencedirect.com/science/article/abs/pii/S0969698919312822  

(9) Lee, Sungho, Kyunghee Bu, Jaehwan Kim, and Ji Hee Song (2020), "The Editorial for the Special Session Papers of ICAMA-KAS 2020 International Conference: BTS as a Paradigm Changer in Martech and/or Innovation," Asia Marketing Journal (Scopus), 22(4), 171-173 [Editorial; Marketing Innovation] https://doi.org/10.53728/2765-6500.1374  

(8) Yang, Yi Ling, Sungho Lee, and Sahangsoon Kim (2018), "Locus of Legitimacy and Startup Resource Acquisition Strategies: Evidence from Social Enterprises in South Korea and Taiwan," Asia Pacific Journal of Innovation and Entrepreneurship (ESCI), 12(1), 32-44. [Resource Acquisition, Social Startup] https://doi.org/10.1108/APJIE-04-2018-046

(7) Shin, Sohyoun S., and Sungho Lee (2016), "An Examination of Firms’ Strategic Orientations, Innovativeness and Performance with Large Korean Companies,” Asia Pacific Journal of Innovation and Entrepreneurship (ESCI), 11(1), 183-202. [Innovation; Large Organizations] http://www.emeraldinsight.com/doi/full/10.1108/APJIE-12-2016-005, Emerald Literati Awards, 2018 Highly Commended Award, http://www.emeraldgrouppublishing.com/authors/literati/awards.htm?year=2018&journal=apjie    

(6) Shin, Sohyun, Sungho Lee, K. Damon Aiken, and Seoil Chaiy (2012), "Made in versus Shipped from: Country-of-Delivery Origin Effects and the Role of Perceived Risk," Journal of Internet Commerce (Scopus), 11(3), 187-207. [Digital Consumer Behavior; Consumer Information Processing; Country of Delivery Origin]  http://www.tandfonline.com/doi/abs/10.1080/15332861.2012.729462  

(5) Park, Jeong Eun, Sungho Lee, and Robert M. Morgan (2011), “A Negative Side of Outsourcing Marketing Functions and Market-based Learning Process,” Journal of Strategic Marketing (Scopus), 19(5), 471-486. [Strategic Marketing; Market-based Learning; Marketing Capabilities]  http://www.tandfonline.com/doi/abs/10.1080/0965254X.2011.565881 

(4) Lee, Sungho, Sung-Joon Yoon, Sang-Uk Kim, and Jong-Wan Kang (2006), “The Integrated Effects of Market-Oriented Culture and Marketing Strategy on Firm Performance,” Journal of Strategic Marketing (Scopus), 14(3), 245-261. [Strategic Marketing; Market-based Learning; Marketing Capabilities] http://www.tandfonline.com/doi/abs/10.1080/09652540600825548 

(3) Suri, Rajneesh, Rajesh Manchanda, and Sungho Lee (2004), “Comparing the Effectiveness of Fixed and Discounted Prices in the U.S. and S. Korea,” International Journal of Retail and Distribution Management (SSCI), 32(6), 328-336. [Cross-Cultural Consumer Behavior; Behavioral Pricing; Consumer Information Processing]  http://www.emeraldinsight.com/doi/full/10.1108/09590550410538033  

(2) Yoo, Boonghee, Naveen Donthu, and Sungho Lee (2000), “An Examination of Selected Marketing Mix Elements and Brand Equity,” Journal of the Academy of Marketing Science (SSCI), 28(2), 197-213. [Brand Management; Brand Equity]  http://journals.sagepub.com/doi/abs/10.1177/0092070300282002  

(1) Suri, Rajneesh, Sungho Lee, and Kent B. Monroe (1997), "Simultaneous Presentation of Savings on the Individual Items in a Bundle: To Tell or not to Tell?"  Advances in Consumer Research (SSCI), Volume 24, eds. Merrie Brucks and Deborah J. MacInnis, Provo, UT : Association for Consumer Research, 112-120.  https://www.acrwebsite.org/volumes/8022/volumes/v24/NA-24

JOURNAL PUBLICATION (CLASSIFIED BY RESEARCH THEMES)

•  Innovation, Business Model Innovation & Entrepreneurship from the Perspective of Marketing 

(8) Im, Choongil, and Sungho Lee (2022), "A Review of Research Trends in the Entrepreneurial Marketing," Journal of the Korea Entrepreneurship Society (KCI), 17(4), 123-156. (in Korean) [Entrepreneurship; Marketing] [임충일, 이성호 (2022), "Entrepreneurial Marketing에 대한 연구 동향 분석", 한국창업학회지, 제17권 제4호, 123-156] https://www.earticle.net/Article/A416964 

(7)  Whang, Jeongbin, and Sungho Lee (2021), "The Effects of Innovative Small and Medium-sized Enterprises (SMEs) Innovation-related Market Strategy on Innovation Persistence," Journal of the Korea Entrepreneurship Society (KCI), 16(1), 258-277. (in Korean) [Innovation; Innovation-related Market Strategy; Small & Medium-sized Firms] [황정빈, 이성호 (2021), "혁신중소기업의 혁신관련 시장전략이 혁신지속성에 미치는 영향", 한국창업학회지, 제16권 제1호, 258-277] https://www.kci.go.kr/kciportal/ci/sereArticleSearch/ciSereArtiView.kci?sereArticleSearchBean.artiId=ART002683481 

(6) Kim, Jang Hwan, and Sungho Lee (2020), "An Exploratory Study on the Relationship of the National Culture Dimensions with Entrepreneurship,"  Journal of the Korea Entrepreneurship Society (KCI), 15(4), 87-114. (in Korean) [National Entrepreneurship] [김장환, 이성호 (2020),  "국가별 문화적 차원과 기업가정신의 관계에 관한 탐색적 연구", 한국창업학회지, 제15권 제4호, 87-114]  DOI: 10.24878/tkes.2020.15.4.87 

(5) Lee, Sungho, Kyunghee Bu, Jaehwan Kim, and Ji Hee Song (2020), "The Editorial for the Special Session Papers of ICAMA-KAS 2020 International Conference: BTS as a Paradigm Changer in Martech and/or Innovation," Asia Marketing Journal (Scopus), 22(4), 171-173 [Editorial; Marketing Innovation] https://doi.org/10.53728/2765-6500.1374

(4) Kim, Dong Hwan, and Sungho Lee (2020), "Evolution of Water Purifier Technology due to Social Environment Changes," The Journal of the Korean Society for Environmental Technology (KCI), 21(3), 240-248. (in Korean) [Innovation; Technology Evolution] [김동환, 이성호 (2020), "사회적 환경변화에 따른 정수기 기술의 진화", 한국환경기술학회지, 제21권 제3호, 240-248] http://dx.doi.org/10.26511/JKSET.21.3.9

(3) Yang, Yi Ling, Sungho Lee, and Sahangsoon Kim (2018), "Locus of Legitimacy and Startup Resource Acquisition Strategies: Evidence from Social Enterprises in South Korea and Taiwan," Asia Pacific Journal of Innovation and Entrepreneurship (ESCI), 12(1), 32-44. [Resource Acquisition, Social Startup] https://doi.org/10.1108/APJIE-04-2018-046

(2) Shin, Sohyoun S., and Sungho Lee (2016), "An Examination of Firms’ Strategic Orientations, Innovativeness and Performance with Large Korean Companies,” Asia Pacific Journal of Innovation and Entrepreneurship (ESCI), 11(1), 183-202. [Innovation; Large Organizations] http://www.emeraldinsight.com/doi/full/10.1108/APJIE-12-2016-005, Emerald Literati Awards, 2018 Highly Commended Award, http://www.emeraldgrouppublishing.com/authors/literati/awards.htm?year=2018&journal=apjie    

(1) Kim, Jayoung, and Sungho Lee (2016), "An Examination of the Differences in Perceptions of Generic Characteristics of Innovative New Products between Innovative and Imitative Consumers for Product Innovation Types,” Journal of Marketing Management Research (KCI), 21(2), 75-101. (in Korean) [Innovation; New Product Development Management] [김자영, 이성호 (2016), “신제품의 일반적 특성에 대한 혁신 소비자와 모방 소비자의 지각 차이: 제품혁신유형별 검토”, 마케팅관리연구, 제21권 제2호, 75-101]  https://www.kci.go.kr/kciportal/ci/sereArticleSearch/ciSereArtiView.kci?sereArticleSearchBean.artiId=ART002102102

•  Marketing Strategy Issues

(18) Kim, Joonhwan, Wujin Chu, and Sungho Lee (2022), "Emotional and Cognitive Determinants of Retail Salespersons' Emotional Labor and Adaptive Selling Behavior," Journal of Distribution Science (Scopus), 20(9), 109-126 [Sales Management; Retail Management]  https://doi.org/10.15722/jds.20.09.202209.109 

(17) Chang, Woojung, Sungho Lee, and Ji-Hee Song (2020), "The Effect of National Culture on the Relevance of Relational Benefits: A Meta-analytic Investigation ,"  Korean Journal of Marketing (KCI), 35(1), 69-95. (in Korean) [Relationship Marketing]  [장우정, 이성호, 송지희(2020), "문화적 차원에 따른 관계 혜택의 차별적 중요성: 메타분석", 마케팅연구, 35(1), 69-95] DOI : 10.15830/kjm.2020.35.1.69 

(16) Kim, Joonhwan, Sungho Lee, Dongwoo Shin, and Ji-Hee Song (2014), "Effects of Emotional Regulation Processes on Adaptive Selling Behavior and Sales Performance," Asia Marketing Journal (KCI), 16(1), 1-30. [Sales Management]  http://www.dbpia.co.kr/Journal/ArticleDetail/NODE02465999 

(15) Song, Ji-Hee, and Sungho Lee (2013), "TONYMOLY Cosmetic Company: A Small but Smart Marketing Player," Asia Marketing Journal (KCI), 15(1), 169-188. [Strategic Marketing; Business Strategy; Case] http://www.dbpia.co.kr/Journal/ArticleDetail/NODE02465966 

(14) Park, Jeong Eun, Betsy Bugg Holloway, and Sungho Lee (2013), "The Benefits of Sales Force Automation Explored: An Empirical Examination of SFA Usage on Relationship Quality and Performance," Asia Marketing Journal (KCI), 14(4), 143-165. [Sales Management; CRM] http://www.dbpia.co.kr/Journal/ArticleDetail/NODE02465955 

(13) Choi, Eun-Jung, Sungho Lee, Sanghyun Lee, and Doo-Hee Lee (2012), "The Case Study on Industry-Leading Marketing of Woori Investment and Securities," Asia Marketing Journal (KCI), 13(4), 227-251. (in Korean) [Strategic Marketing; Business Strategy; Case] [최은정, 이성호, 이상현, 이두희 (2012), “우리투자증권의 시장선도 마케팅 사례연구”, 한국마케팅저널, 제13권 제4호, 227-251]  https://www.kci.go.kr/kciportal/ci/sereArticleSearch/ciSereArtiView.kci?sereArticleSearchBean.artiId=ART001631408 

(12) Park, Jeong Eun, Sungho Lee, and Robert M. Morgan (2011), “A Negative Side of Outsourcing Marketing Functions and Market-based Learning Process,” Journal of Strategic Marketing (Scopus), 19(5), 471-486. [Strategic Marketing; Market-based Learning; Marketing Capabilities] http://www.tandfonline.com/doi/abs/10.1080/0965254X.2011.565881 

(11) Lee, Sungho, Chanyoung Park, and Youngkwan Kim (2011), "The Relationships among Market Orientation, Market Environmental Factors, Customer Characteristics of Industry and Marketing Performance Measurement Levels," Journal of Business and Economics, 44(2), 1-25. (in Korean) [Strategic Marketing; Performance Management] [이성호, 박찬영, 김영관 (2011), “시장지향성, 시장환경요인 및 산업특성요인과 마케팅성과측정수준과의 관계”, 經營經濟, 제44권 제2호, 1-25]  https://drive.google.com/open?id=12kwB7pZAs1Y0NYMdp5rkmrBKbs2PFsNY

(10) Shin, Sohyon Synthia, Sungho Lee, and Seoil Chaiy (2011), "The Roles of Learning Orientation and Market Orientation in Driving Marketing Capabilities and Firm Performance," Asia Marketing Journal (KCI), 13(3), 1-23. [Strategic Marketing; Market-based Learning; Marketing Capabilities] http://www.dbpia.co.kr/Journal/ArticleDetail/NODE02465897 

(9) Park, Jeong-Eun, Sungho Lee, Choonwoo Lee, and Young Yang (2010), "A Case Study on Win-Win Marketing Strategy Making Project of Hyundai Card Company for Small and Medium Merchants: The Role of Scientific Market Analysis," Asia Pacific Journal of Small Business (KCI), 32(3), 177-193. (in Korean) [Strategic Marketing; Business Strategy; Case; Marketing Analytics; CRM] [박정은, 이성호, 이춘우, 양영 (2010), “중소형 가맹점에 대한 현대카드의 상생 마케팅전략 프로젝트에 관한 사례 연구: 과학적 시장분석의 역할을 중심으로”, 중소기업연구, 제32권 제3호, 177-193]  https://www.kci.go.kr/kciportal/ci/sereArticleSearch/ciSereArtiView.kci?sereArticleSearchBean.artiId=ART001487572

(8) Park, Jeong-Eun, Seongjin Kim, and Sungho Lee (2009), "The Roles of Market-Based Learning and Customer Orientation in Shaping Effective Selling Behavior and Efforts," Asia Marketing Journal (KCI), 11(2), 37-51. [Market-based Learning; Sales Management]  http://kisseng.kstudy.com/thesis/thesis-view.asp?key=2785557 

(7) Park, Jeong-Eun, and Sungho Lee (2009), "Elaborating the Role of Organizational Learning in Marketing Strategy Research," Seoul Journal of Business (KCI), 15(1), 1-25. [Strategic Marketing; Market-based Learning]   http://s-space.snu.ac.kr/handle/10371/32061   

(6) Lee, Sungho, Sung-Joon Yoon, Sang-Uk Kim, and Jong-Wan Kang (2006), “The Integrated Effects of Market-Oriented Culture and Marketing Strategy on Firm Performance,” Journal of Strategic Marketing (Scopus), 14(3), 245-261. [Strategic Marketing; Market-based Learning; Marketing Capabilities] http://www.tandfonline.com/doi/abs/10.1080/09652540600825548 

(5) Lee, Sungho (2004), “A New Window of Business Strategy: Show Business,” Review of Architecture and Building Science, 45(2), Serial No. 297, 21-23. (in Korean) [Strategic Marketing; Business Strategy; Case] [이성호 (2004), “비즈니스전략의 새로운 창: 쇼 비즈니스”, 건축, 제48권 제2호, 21-23] http://www.dbpia.co.kr/Journal/ArticleDetail/NODE00555194 

(4) Lee, Sungho, Eui-Rok Hwang, and Kil-Sang Ahn (2003), “Cause-Related Marketing of Yuhan-Kimberly,” Asia Marketing Journal (KCI), 5(4), 132-152. (in Korean) [Strategic Marketing; Case; Cause-Related Marketing] [이성호, 황의록, 안길상 (2003), “유한킴벌리의 공익연계마케팅”, 한국마케팅저널, 제5권 제4호, 132-152]  http://www.dbpia.co.kr/Journal/ArticleDetail/NODE02465733 

(3) Kim, Sang-Uk, Sungho Lee, and Seoil Chaiy (2003), “The Relationships among Market-Oriented Culture, Marketing Strategy Making and Firm Performance,” Asia Marketing Journal (KCI), 5(1), 67-94. (in Korean) [Strategic Marketing; Market-based Learning; Marketing Capabilities] [김상욱, 이성호, 채서일, 최수호 (2003), “시장지향적 문화, 마케팅전략, 성과간의 관계와 관한 연구”, 한국마케팅저널, 제5권 제1호, 67-94]  http://www.dbpia.co.kr/Journal/ArticleDetail/NODE02465717 

(2) Lee, Sungho, Seoil Chaiy, and Rae-ahn Park (2001), “Marketing Strategies for Korea Telecom’s MEGAPASS,” Asia Marketing Journal (KCI), 3(2), 125-141. (in Korean) [Strategic Marketing; Business Strategy; Case] [이성호, 채서일, 박래안 (2001), “한국통신의 신상품 메가패스의 마케팅 전략”, 한국마케팅저널, 제3권 제2호, 125-141]  http://www.dbpia.co.kr/Journal/ArticleDetail/NODE02465681 

(1) Lee, Sungho (2000), “A Mechanism for a Manufacturer to Evaluate the Value of Exchange Relationship with Channel Intermediaries: A Look for Measuring Distribution Equity,” Journal of Economics & Management, 15(1), 221-234. [Strategic Marketing; Distribution Management; Distribution Equity; Relationship Marketing] [産經論集, 제15권 제1호, 221-234] https://drive.google.com/open?id=1DabOfF2KjP1ZbRM6JRaTHHiw25ugs9e-

• Brand & Customer Management

(15) Chang, Woojung, Ji Hee Song, and Sungho Lee (2020), "Observation of other's preferential treatment as a constructive catalyst for improved repatronize intentions," Journal of Retailing and Consumer Services (SSCI), 57(Nov.), 102244 [Customer Management]   https://www.sciencedirect.com/science/article/abs/pii/S0969698919312822  

(14) Kwon, Hyuk Jin, and Sungho Lee (2020), "A Grounded Approach on the Effects of Demotion in Loyalty Program (A Major Marketing Mean of Start-ups and Established Organizations) on Consumer Responses," Journal of the Korea Entrepreneurship Society (KCI), 15(1), 1-46. (in Korean) [Customer Management; Loyalty Program] [권혁진, 이성호 (2020), "창업초기 및 창업성장 이후 마케팅 주요수단인 로열티 프로그램의 강등이 고객반응에 미치는 영향에 대한 근거이론분석", 한국창업학회지, 제15권제1호, 1-46]   DOI: 10.24878/tkes.2020.15.1.1  

(13) Lee, Sungho (2018), “The Effects of Parent Brand Attitudes and Congruity-Incongruity of Utilitarian and Hedonic Attributes on Extension Evaluations: Gaining Insights for the Desirable Positioning,” Journal of Product Research (KCI), 36(2), 1~22. [Brand Management; Brand Extensions] 상품학연구, 제36권 제2호, 1-22] https://www.kci.go.kr/kciportal/ci/sereArticleSearch/ciSereArtiView.kci?sereArticleSearchBean.artiId=ART002345745

(12) Chaiy, Seoil, Sungho Lee, and Jooseung Lee (2017), "The Effects of Similarity of Cross-Selling Offers, Prior Customer Satisfaction and Perceived Commitment on Consumer Responses,” Journal of Product Research (KCI), 35(4), 91-100. (in Korean) [Customer Management; CRM] [채서일, 이성호, 이주승 (2017), “교차판매효과의 결정요인: 교차제안상품의 유사성, 고객만족과 결속”, 상품학연구, 제35권 제4호, 91-100]  http://scholar.dkyobobook.co.kr/searchDetail.laf?barcode=4010025874421

(11) Lee, Sungho, Chanyoung Park, Sanguk Kim, and InKon Koh (2011), “The Moderating Role of Brand Awareness Levels in the Effects of Brand Salience on Competitive Brand Recall,” Korean Corporation Management Journal (KCI), 18(2), 187-201. (in Korean) [Brand Management; Advertising Strategy] [이성호, 박찬영, 김상욱, 고인곤 (2011), “브랜드 현저성이 경쟁브랜드 회상에 미치는 영향에 대한 브랜드 인지도 수준의 조절효과”, 기업경영연구, 제18권 제2호, 187-201]  https://www.kci.go.kr/kciportal/ci/sereArticleSearch/ciSereArtiView.kci?sereArticleSearchBean.artiId=ART001565821

(10) Park, Mi-Young, Jeong-Eun Park, and Sungho Lee (2010), "A Study of Determinants and Outcome of Customer Citizenship Behavior: Focusing on Long-Term Orientation between Service Organization and Customer," Asia Marketing Journal (KCI), 11(4), 1-19. (in Korean) [Customer Management; Relationship Marketing] [박미영, 박정은, 이성호 (2010), “고객시민행동의 주요 선행 및 결과 변수에 관한 연구: 기업과 고객 간의 장기지향성에 미치는 영향을 중심으로”, 한국마케팅저널, 제11권 제4호, 1-19]  http://www.dbpia.co.kr/Journal/ArticleDetail/NODE02465854 

(9) Park, Jeong-Eun, Young Yang, and Sungho Lee (2009), "Critical Review of CRM Studies," Journal of CRM Research, 2(1), 1-13. (in Korean) [Customer Management; CRM] [박정은, 양영, 이성호 (2009), “CRM에 대한 비판적 고찰 연구”, CRM연구, 제2권 제1호, 1-13]  http://www.riss.kr/search/detail/DetailView.do?p_mat_type=1a0202e37d52c72d&control_no=c61cb5cdb80f59c7e9810257f7042666 

(8) Lee, Sungho (2004), “The Moderating Roles of Brand Familiarity and Message Similarity in the Effects of Ad Repetition-Variation Strategies on Consumer Memory,” Advertising Research (KCI), 15(Summer), Serial No. 63, 129-158. (in Korean) [Brand Management; Advertising Strategy] [이성호 (2004), “광고의 변환-반복 전략이 소비자 기억에 미치는 영향 – 브랜드 친숙도와 메시지 유사성의 조절 역할”, 광고연구, 제63호, 129-157]  https://www.kci.go.kr/kciportal/ci/sereArticleSearch/ciSereArtiView.kci?sereArticleSearchBean.artiId=ART001104165

(7) Lee, Sungho, and Sang-Uk Kim (2003), “An Examination of Selected Determinants and Web-Site Brand Loyalty,” Journal of Economics & Management, 18(1), 135-160. (in Korean) [Brand Management; Digital Consumer Behavior] [이성호, 김상욱 (2003), “웹사이트 브랜드 충성도의 선행요인에 관한 연구”, 産經論集, 제18권 제1호, 135-160]  https://drive.google.com/open?id=1owtFqGV9rHwpAe4D8HD3UFo9O_lrCD1Z

(6) Lee, Sungho, Chang-Ki Hahn, and Kwang-Pil Chang (2003), “A Study on the Determinants of Customer Equity,” Journal of Economics & Management, 18(1), 101-134. (in Korean) [Customer Management; Customer Equity] [이성호, 한창기, 장광필 (2003), “고객자산과 선행요인에 관한 연구”, 産經論集, 제18권 제1호, 101-134]  https://drive.google.com/open?id=100Dcl0_UUPaDKG4AilG6xZIe21CX4cK1

(5) Lee, Sungho (2002), “Brand Equity, CRM and Customer-Equity-Based Marketing,” Marketing Trend Review, 8(July), 21-34. (in Korean) [Brand & Customer Management; Brand Equity & Customer Equity] [이성호 (2002), “브랜드자산, CRM, 그리고 고객자산 기반의 마케팅”, Marketing Trend Review, 제8권 7월호, 21-34] https://drive.google.com/file/d/0B-ldboW_Njq3WjhrWnU0ay1XZG8/view?usp=sharing 

(4) Lee, Sungho (2002), “The Effects of Brands and Price-Comparison Advertising on Buyers’ Value Perceptions and Behavioral Intentions,” Journal of Economics & Management 17(1), 119-158. [Brand Management; Behavioral Pricing] [産經論集, 제17권 제1호, 119-158]  [https://drive.google.com/open?id=1mrGU9s4yL4s8AcU196OdvJLLHYRyl5wr

(3) Yoo, Boonghee, Naveen Donthu, and Sungho Lee (2000), “An Examination of Selected Marketing Mix Elements and Brand Equity,” Journal of the Academy of Marketing Science (SSCI), 28(2), 197-213. [Brand Management; Brand Equity]  http://journals.sagepub.com/doi/abs/10.1177/0092070300282002  

(2) Lee, Sungho (1998), “The Roles of Marketing Efforts in Building Consumers’ Brand Knowledge and Brand Equity,” Journal of Economics & Management, 13(1), 203-232. [Brand Management; Brand Equity] [産經論集, 제13권 제1호, 203-232] https://drive.google.com/open?id=1anw6VYfIfdfGwgsv4ZPb_HyFtwuXgbZs

(1) Lee, Sungho (1997), “The Effect of Using a Brand Extension Strategy on the Diffusion of a New Product: A Theoretical Model,” Journal of Economics & Management, 12(1), 389-408. [Brand Management; Brand Extensions] [産經論集, 제12권 제1호, 389-408] https://drive.google.com/open?id=124A_Ba0mo2bhbCFbJ7C8o6FmQXx8IQ-r

• Consumer Behavior & Consumer Information Processing

(13) Im, Hyunbin, and Sungho Lee (2022), "Effects of Gift Card Types and Consumption Goals on Purchase Intention of Gift Cards: Focusing on the Mediated Moderation Role of Justification of Consumption," Journal of Product Research (KCI), 40(4), 63-71.  (in Korean) [Time, Money, Consumption Goal, Justification of Consumption, Gift Cards] [임현빈, 이성호 (2022), "상품권 유형과 소비목적이 상품권 구매의도에 미치는 영향: 소비 정당성의 매개된 조절효과를 중심으로", 상품학연구, 제40권 제4호, 63-71] https://www.kci.go.kr/kciportal/ci/sereArticleSearch/ciSereArtiView.kci?sereArticleSearchBean.artiId=ART002875588

(12) Lee, Sungho, Chanyoung Park, and Won-oh Kwon (2019), "A Meso-Level Study of Consumer Segmentation in the Domain of Clothing Fashion Based on Fashion Theory and Schema Theory," Journal of the Korea Entrepreneurship Society (KCI), 14(2), 123-157. (in Korean) [Segmentation; Fashion Theory; Schema Theory] [이성호, 박찬영, 권원오 (2019), "유행 및 스키마 이론에 기반을 둔 메소 수준의 의류패션 소비자 세분화 연구", 한국창업학회지, 제14권제2호, 123-157]   http://scholar.dkyobobook.co.kr/searchDetail.laf?barcode=4010027107189 

(11) Kwon, Hyukjin, and Sungho Lee (2014), "The Effects of Perceived Temporal Distance and Product Message Types of Why versus How on Consumer Attitudes and Message Persuasion in Online Shopping Mall," The e-Business Studies (KCI), 15(4), 167-189. (in Korean) [Digital Consumer Behavior; Construal Level Theory] [권혁진, 이성호 (2014), “온라인 쇼핑몰에서 지각된 시간적 거리와 제품정보의 종류가 제품 태도와 메시지 설득성에 미치는 영향”, e-비즈니스연구, 제15권 제4호, 167-189]  http://www.dbpia.co.kr/Journal/ArticleDetail/NODE02510543 

(10) Kim, Sanguk, Chanyoung Park, and Sungho Lee (2013), "A Study on Classifying and Comparing Effects of Online Trustmarks: Focusing on the Signaling Theory," Journal of Product Research (KCI), 31(1), 1-16. (in Korean) [Digital Consumer Behavior; Signaling Theory] [김상욱, 박찬영, 이성호 (2013), “온라인 인증마크의 유형 분류 및 효과 비교에 관한 연구: 신호이론을 중심으로”, 상품학연구, 제31권 제1호, 1-16]  http://scholar.dkyobobook.co.kr/searchDetail.laf?barcode=4010023642428 

(9) Shin, Sohyun, Sungho Lee, K. Damon Aiken, and Seoil Chaiy (2012), "Made in versus Shipped from: Country-of-Delivery Origin Effects and the Role of Perceived Risk," Journal of Internet Commerce (Scopus), 11(3), 187-207. [Digital Consumer Behavior; Consumer Information Processing; Country of Delivery Origin]  http://www.tandfonline.com/doi/abs/10.1080/15332861.2012.729462  

(8) Yoo, Byung-Kwan, Jihee Song, and Sungho Lee (2009), “A Study on the Effects of Social Presence on Perceived Interactivity in the Internet Retail Environment,” The e-Business Studies (KCI), 10(3), 395-414. (in Korean) [Digital Consumer Behavior; Interactive Marketing] [유병관, 송지희, 이성호 (2009), “인터넷 쇼핑몰에서 사회적 실재감(Social Presence)이 소비자들의 인지된 상호작용성(Perceived Interactivity)에 미치는 영향”, e-비즈니스연구, 제10권 제3호, 395-414]  http://www.dbpia.co.kr/Journal/ArticleDetail/NODE01769129 

(7) Suri, Rajneesh, Rajesh Manchanda, and Sungho Lee (2004), “Comparing the Effectiveness of Fixed and Discounted Prices in the U.S. and S. Korea,” International Journal of Retail and Distribution Management (SSCI), 32(6), 328-336. [Cross-Cultural Consumer Behavior; Behavioral Pricing; Consumer Information Processing]  http://www.emeraldinsight.com/doi/full/10.1108/09590550410538033  

(6) Chang, Kwangpil, and Sungho Lee (2003), “Measuring Choice Set-Based Reference Points: An Empirical Bayes Approach,” Journal of Economics & Management, 18(1), No. 1, 235-265. [Consumer Behavior; Behavioral Pricing; Quantitative Modeling] [産經論集, 제18권 제1호, 235-265]  https://drive.google.com/open?id=14FpZ8N5XxyPRtGvUZgadJM0E4Zu_JcNN

(5) Lee, Sungho (2001), “A Conceptual Study on the Factors Which Affect the Consumer’s Online Purchase Decision Making,” Journal of Economics & Management, 16(1), 267-297. (in Korean) [Digital Consumer Behavior; Conceptual Paper; Framework] [이성호 (2001), “소비자의 온라인 구매의사결정에 영향을 주는 요인에 관한 개념적 연구”, 産經論集, 제16권 제1호, 267-297]  https://drive.google.com/open?id=1U9xNoCbzhW9Ev62UrxiT5fOYQoL7y4NQ

(4) Lee, Sungho (1999), “Ad Effects of Endorser Types: A Contingent Perspective,” Journal of Economics & Management, 14(1), 187-214. (in Korean) [Consumer Behavior; Consumer Information Processing] [이성호 (1999), “광고모델유형에 따른 효과: 상황접근법”, 産經論集, 제14권 제1호, 187-214]  https://drive.google.com/open?id=1pxaFqrtgqTvyxHkG1LQ2MxGNgTnsPlhR

(3) Park, Jung-Eun, Sungho Lee, and Seoil Chaiy (1998), “The Moderating Role of Relationship Quality in the Effect of Service Satisfaction on Repurchase Intentions,” Korean Journal of Marketing (KCI) (formerly, Korea Marketing Review), 13(2), 119-139. (in Korean) [Consumer Behavior; Satisfaction; Relationship Marketing] [박정은, 이성호, 채서일 (1998), “서비스 제공자와 소비자간의 관계의 질이 만족과 재구매의도 관계에 미치는 조정역할에 관한 탐색적 연구”, 마케팅연구, 제13권 제2호, 119-139]  http://www.dbpia.co.kr/Journal/ArticleDetail/NODE02466174 

(2) Suri, Rajneesh, Sungho Lee, and Kent B. Monroe (1997), "Simultaneous Presentation of Savings on the Individual Items in a Bundle: To Tell or not to Tell?"  Advances in Consumer Research (SSCI), Volume 24, eds. Merrie Brucks and Deborah J. MacInnis, Provo, UT : Association for Consumer Research, 112-120.  https://www.acrwebsite.org/volumes/8022/volumes/v24/NA-24

(1) Lee, Sungho, and Jae-Wook Kim (1996), “The Effects of Price Information Formats and Consumers’ Prior Purchase Intention on Perceived Total Transaction Utility of Bundle Products,” Korea Business Review, 30(2), 97-110. (in Korean) [Consumer Behavior; Behavioral Pricing] [이성호, 김재욱 (1996), “묶음제품에 대한 할인정보 제공방식과 소비자의 사전구매의도가 소비자의 묶음제품에 대한 효용인식에 미치는 영향에 대한 연구”, 경영연구, 제30권 제1호, 통권 130호, 97-110]  https://drive.google.com/open?id=19x060d8xAIuwsBNNEVM2edOHMjijdBYC

COMMENTS & OTHERS

[7] "서울창업생태계 성장동력, 대학·기업가정신 이어 플랫폼화 해야 (Seoul Startup Ecosystem Growth Engine, University, and Entrepreneurship Need to Become a Platform (in Korean)," Newspim (뉴스핌), 2022, September, 23rd.  https://www.newspim.com/news/view/20220922000343

[6] Lee, Sungho, Kyunghee Bu, Jaehwan Kim, and Ji Hee Song (2021), "The Editorial for the Special Session Papers of ICAMA-KAS 2020 International Conference: BTS as a Paradigm Changer in Martech and/or Innovation," Asia Marketing Journal (KCI), 22(4), 10.  https://amj.kma.re.kr/cgi/viewcontent.cgi?article=1374&context=journal

[5] Lee, Sungho, and Sahangsoon Kim (2018), “With A Right Mind and A Good Hand – Mission-based Strategy of Bareun Sesang Hospital,” Asan Entrepreneurship Review, 4(3), (in Korean) [이성호, 김상순 (2018), “올바른 마음과 능숙한 손으로 – 바른세상병원의 미션 기반 전략”, Asan Entrepreneurship Review, 4(3).  https://asan-aer.org/archives/273 

[4] Lee, Sungho (2018), “The Editorial Notes for Vol.13 No.2 of JTKE (Journal of the Korea Entrepreneurship): Back to the Basics,” Journal of the Korea Entrepreneurship Society (KCI), 13(2), 309-318. (in Korean) [Editorial Note], [이성호 (2018), “한국창업학회지 제13권 제2호를 발간하며 : 기본으로 돌아가기”, 한국창업학회지, 13(2),309-318. https://www.kci.go.kr/kciportal/ci/sereArticleSearch/ciSereArtiView.kci?sereArticleSearchBean.artiId=ART002331214

[3] “[Biz Solution] Samsung Electronics Achieves ‘Creative Destruction’ Success by Securing Market Leadership (in Korean),” based on my publication (“An Examination of Firms' Strategic Orientations, Innovativeness and Performance with Large Korean Companies,” Asia Pacific Journal of Innovation and Entrepreneurship, 2016, 10(1), 183-202), Maekyung Economy Daily, 2017, Feb., 24th.  http://mba.mk.co.kr/view.php?sc=51000012&cm=Trend&year=2017&no=130370&relatedcode=000140336 

(2) “Nexus Management: Marketing Strategy (in Korean),” Maekyung Economy Weekly, 2002, April, 12th.  http://news.mk.co.kr/newsRead.php?year=2002&no=96603 

(1) “Knowledge-Based Management and Marketing (in Korean),” Marketing (monthly business periodical published by Korea Marketing Society), Apr, 1999, 36-43: this article reappears in Marketing Leads a Business to Top in New Millennium (edited book), May, 2000, 46-56.  http://www.dbpia.co.kr/Journal/ArticleDetail/NODE01486014 

INTERNATIONAL CONFERENCES

(18) "The Sales Organization’s Market-Oriented Culture, Capabilities, and Performance Based on the Salesforce’s Perception," 2021 the 35th EBES Conference - Rome, Italy, April 7, 2021 (co-authored with Park, Byung-gi). [Sales Management]

(17) "Demotion in the Loyalty Program, Relationship Norms, and Customer Responses Focusing on the Attribution of Demotion, the Rewards Change due to Demotion, and the Information Provided by Companies," 2020 the 33rd EBES Conference - UNED, Madrid, Spain, Oct. 7, 2020 (co-authored with Kwon, Hyunk-jin). [Customer Management]

(16) "An Examination on the Relationships of B2B Firms’ Marketing Capabilities, Strategic Selling and Performance with the Moderating Roles of Company-Level Support and Relationship Orientation," 2020 the 33rd EBES Conference - UNED, Madrid, Spain, Oct. 7, 2020 (co-authored with Eun, Sungsoo). [Sales Management]

(15) "The Emotional and Cognitive Determinants of Adaptive Selling Behavior and Customer Responses in Insurance and Retail Service Industries: Dyadic Approach," 2020 the 30th EBES Conference - Kuala Lumpur, University of Malaya in Kuala Lumpur, Malaysia, Jan. 9, 2020 (co-authored with Kim, Joonwhan (Sungkyul University)). [Sales Management], selected as the "Best Paper Award'"

(14) "Observing Similar vs. Dissimilar Others Receive Preferential Treatment," 2019 INFORMS Marketing Science Conference, Rome, Itay, June 21, 2019 (co-authored with Chang, Woojung (Univ. of Seoul) and Ji Hee Song (Univ. of Seoul)). [Customer Management]

(13) “Reconsidering Memory Effects of Ad Repetition-Variation Strategies in the Conditions Configured by Brand Familiarity and Message Similarity,” 2018 The 4th ICAMA (International Conference of Asia Marketing Association), Bangkok, Thailand, April 21, 2018 (co-authored with Yeu, Minsun (Harbin Institute of Technology), Im, Seunghee  (Univ. of Suwon), and Lee, Doo-hee (Korea Univ.)). [Advertising Management; Memory Effects]

(12) “Enhancing Corporate Brand Power through Sports Sponsorship: the Role of Company Familiarity and Self-Congruity with Sports,” TPM Asia (Theory + Practice in Marketing Asia), eds., D. R. Chang and J. Choi, 2016, June, Seoul (co-authored with S. U. Cho, J. H. Song, and J. E. Park). [Brand Management; Sports Sponsorship]

(11) "Consolidating the Properties of Market-based Capability from the Perspective of Viewing Marketing Activities as Organizationally Embedded Process: Conceptualization and Scale Development," AMA Summer Marketing Educators' Conference Proceedings, 2011, Aug, San Francisco (co-authored with S. Shin & S. Chaiy). [Strategic Marketing; Marketing Capabilities]

(10) "From Organization’s Strategic Orientations through Innovativeness to Performances," AMA Summer Marketing Educators' Conference Proceedings, 2010, Aug, Boston (co-authored with S. Chaiy). [Innovation]

(9) "Exploring the Similarities and Differences of Deep-Rooted Cultural Values among China, S. Korea, and Japan: To Derive Some Implications in Analyzing Organization's Marketing Behavioral Patterns," AMA Summer Marketing Educators' Conference Proceedings, 2009, Aug, Chicago (co-authored with S. Chaiy). [Strategic Marketing; Cultural Differences in Marketing Strategy Making]

(8) "The Roles of Learning Orientation and Market Orientation in Driving Marketing Capabilities and Firm Performance," International Conference and Fashion Marketing Symposium Proceedings, 2009, May, Korean Academy of Marketing Science, 67 (co-authored with S. Shin & S. Chaiy). [Strategic Marketing; Market-based Learning]

(7) “Does Country of Delivery Origin Matter to Consumers in the Open World Online Retailing," AMA Summer Marketing Educators' Conference Proceedings, 2008, Aug, San Diego (co-authored with S. Shin & S. Chaiy). [Digital Consumer Behavior; Consumer Information Processing]

(6) “The Strategic Roles of Market-Based Learning and Customer Orientation in Shaping Effective Selling Behavior and Efforts," AMA Summer Marketing Educators' Conference Proceedings, 2008, Aug, San Diego (co-authored with J. E. Park & S. Kim). [Market-based Learning; Sales Management] 

(5) “The Effects of Brand Attitudes and Price-Comparison Advertising on Buyers’ Value Perceptions and Behavioral Intentions,” The 3rd Pricing Conference Held by Fordham University: Honoring Kent B. Monroe for His Contribution to Behavioral Pricing Research, 2000, Oct (co-authored with S. Chaiy & R. Suri). [Brand Management]

(4) “The Effects of Price Fairness Perceptions on Consumer Judgments of Value,” INFORMS-KORMS Seoul 2000 Conference, 2000, June, WA02-3. [Consumer Behavior; Behavioral Pricing]

(3) “Consumer Evaluations of Brand Extensions Positioned by Attribute Information,” Academy of Marketing Science-World Marketing Congress, 1999, Vol. 9 (co-authored with K. B. Monroe & J. A. Rosa). [Brand Management: Brand Extensions]

(2) “Fixed Price versus Price Discount: Effect of Cultural Differences on the Effectiveness of Price Presentation Formats,” Asia Pacific Advances in Consumer Research, 1998, Apr, Vol. 3, eds., K. Hung and K. B. Monroe, Provo, UT: Association for Consumer research, 4-5 (co-authored with R. Suri & R. Manchanda). [Cross-Cultural Consumer Behavior; Behavioral Pricing]

(1) “Determinants of Customer-Based Brand Equity,” AMA Winter Educators’ Conference Proceedings, eds., D.W. Stewart & N.J. Vilcassim, 1995, Vol. 6, American Marketing Association, 305 (co-authored with B. Yoo & N. Donthu). [Brand Management; Brand Equity]

KOREAN CONFERENCES

(21) “The Grounded Theory Approach to Understanding Consumers’ Negative Responses to Demotion in Company Loyalty Programs (in Korean),” Proceedings of the Korean Society of Consumer Studies, The Korean Society of Consumer Studies, Spring, 2016, Apr, 84 (co-authored with H. Kwon). [Consumer Behavior; CRM; Relationship Marketing]

(20) "The Analysis of Competitiveness on Nations, Industries, and Companies based on the Data of Fortune Global 500 Firms (in Korean)," Proceedings of Korea Marketing Association Conference, Spring, 2015, Mar, Jeju Island (co-authored J. Lee & S. Chaiy). [Strategy]

(19) "A Study on Classification and Comparative Effects of Online Trustmarks: Based on Signaling Theory (in Korean)," Proceedings of Korea Marketing Association Conference, Summer, 2012, Aug, Kyung Ju (co-authored S. Kim & C. Park). [Digital Consumer Behavior; Signaling Theory]

(18) "The Effect of Emotional Regulation Processes on Adaptive Selling Behavior and Sales Performance (in Korean)," Proceedings of Korea Marketing Association Conference, Spring, 2012, Mar, Seoul (co-authored J. Kim, D. Shin, and J. Song). [Sales Management]

(17) "The Case Study on Industry-Leading Marketing of Woori Investment and Securities (in Korean)," Proceedings of Korea Marketing Association Conference, Summer, 2011, Aug, Yong Pyung (co-authored E. Choi, S. Lee. D. Lee). [Strategic Marketing; Business Strategy; Case] 

(16) "A Structural Analysis of Customer-Based Brand Equity Components Using Korean Major Brands (in Korean)," Proceedings of Korea Marketing Association Conference, Summer, 2009, Aug, Yong Pyung (co-authored C. Park). [Brand Management]

(15) "Process Approach of Marketing Capability: Outside-In Capability vs. Inside-Out Capability," Proceedings of Korea Marketing Association Conference, Summer, 2009, Aug, Yong Pyung (co-authored with S. Shin & S. Chaiy). [Strategic Marketing; Marketing Capabilities]

(14) "Consumers' Fashion Lifestyle: the Roles of Fashion Theory and Schema (in Korean)," Proceedings of Korea Marketing Association Conference, Korea Marketing Association, Summer, 2008, Aug, Jeju Isalnd (co-authored with C. Park). [Consumer Behavior; Schema-Based Segmentation] 

(13) "The Effects of Negative Information of Company CSR (Corporate Social Responsibility) Activities on Company Image (in Korean)," Proceedings of Korea Marketing Association Conference, Korea Marketing Association, Spring, 2008, Mar, Seoul, 45-47 (co-authored with S. Kim, J. E. Park & S. Chaiy). [Consumer Behavior; Corporate Social Responsibility]

(12) "An Exploratory Study on the Use of Sales Strategy for the Respective Stages of Sales Process (in Korean)," Proceedings of Korea Marketing Association Conference, Korea Marketing Association, Spring, 2008, Mar, Seoul, 31 (co-authored with S. Shin & S. Chaiy). [Sales Management]

(11) “The Cause-Related Marketing Strategy of Yuhan-Kimberly (in Korean),” The Integrated Summer Conference of Korean Management Associations, 2003, Aug, 329-346, (co-authored with E. Hwang and K. Ahn). [Strategic Marketing; Cause-Related Marketing; Case]

(10) “A Study on the Determinants of Customer Loyalty: Utilizing the Framework of Customer Equity Management (in Korean),” Proceedings of the Korean Society of Consumer Studies, The Korean Society of Consumer Studies, Spring, 2003, May, 101-118 (co-authored with C. Hahn and K. P. Chang). [Customer Management; Customer Equity]

(9) “Customer Equity-Based Marketing Strategy (in Korean),” Proceedings of the Korean Customer Satisfaction Management Association, The Korean Customer Satisfaction Management Association, 2002, Nov, 159-177 (co-authored with K. P. Chang). [Customer Management; Customer Equity]

(8) “Brand Equity vis-à-vis Customer Equity-Based Marketing (in Korean),” The Integrated Summer Conference of Korean Management Associations, 2002, Aug, 167-170, (co-authored with K. P. Chang and S. Kim). [Brand & Customer Management; Brand Equity & Customer Equity]

(7) “The Ad Effects of Celebrity Endorsers Revisited (in Korean),” Proceedings of the Korean Society of Consumer Studies, The Korean Society of Consumer Studies, Fall, 2001, Nov, 155-164. [Consumer Information Processing; Advertising Strategy]

(6) “Development of New Product Brand Megapass (in Korean),” Marketing Frontier Case Proceedings of Korea Marketing Association, Korea Marketing Association, 2001, June, 27-50 (co-authored with S. Chaiy). [Strategic Marketing; Brand Management; Case]

(5) “Measuring Website Brand Equity and Examining the Determinants (in Korean),” Proceedings of Korea Marketing Association Conference, Korea Marketing Association, Spring, 2001, Mar, 139-155 (co-authored with S. Chaiy & H. Lee). [Brand Management; Digital Consumer Behavior]

(4) “The Examination of Applying ACSI (American Customer Satisfaction Index) Model to the Customers of the Public Businesses Invested by Seoul Metropolitan Government (in Korean),” Conference Proceedings of the Korean Association for Survey Research, The Korean Association for Survey Research, Fall, 2000, Nov, 7-19 (co-authored with J. Kim). [Consumer Behavior; Satisfaction]

(3) “The Moderating Role of Brand Awareness in the Effects of Brand Salience on Brand Recall Phenomena (in Korean),” Proceedings of the Korean Consumption Culture Association, The Korean Consumption Culture Association, Fall, 2000, Oct, 177-197 (co-authored with J. Kim). [Brand Management; Advertising Strategy]

(2) “An Exploratory Study on the Factors Affecting the Relationship between Satisfaction and Intention to Repurchase (in Korean),” Proceedings of Korea Marketing Association Conference, Korean Marketing Association, Spring, 1998, Mar, 33-54 (co-authored with J. Park & S. Chaiy). [Consumer Behavior; Satisfaction; Relationship Marketing]

(1) “Brand Extension Evaluations in Isolated and Comparative Contexts: the Roles of Prior Brand Attitudes and Attribute Information,” Proceedings of Korea Marketing Association Conference, Korea Marketing Association, Spring, 1997, Mar. [Brand Management; Brand Extensions] 

WORK-IN-PROGRESS

❖      "The Influence of Employment Environment Factors and Employees' Entrepreneurship on the Intention to Start a Business: Focusing on the Mediating Effects of Perceived Desirability and Feasibility," the manuscript is under revision (co-authored with E. Ahn and D. Yang). [Entrepreneurship]

❖      "The Effects of Salesperson's Expectation-related Characteristics of Compensation on Organizational Effectiveness and Sales Performance," the manuscript is under revision (co-authored with J. Hong). [Sales Management]

❖      "Examining Formation and Change of Product Meanings based on Social Cognitive Dynamic Theory of Product-Market," the manuscript is under revision (co-authored with D. Kim). [Marketing Strategy; Marketing Dynamics]

❖       "A Female Entrepreneurial Competency Model based on the Literature Review of Female Entrepreneurship," the manuscript is under revision (co-authored with J. Song and W. Chang]. [Entrepreneurship]

❖      "The Sales Organization’s Market-Oriented Culture, Capabilities, and Performance Based on the Salesforce’s Perception," the manuscript is under revision (co-authored with B. Park). [Sales Management]

❖      "An Examination on the Relationships of B2B Firms’ Marketing Capabilities, Strategic Selling, and Performance with the Moderating Roles of Company-Level Support and Relationship Orientation," the manuscript is under revision (co-authored with S. Eun). [Sales Management]

❖      “Understanding Market-Based Capability of Korean Firms on the Basis of Dynamic Capability and Resource-Advantage Theory,” the manuscript is under revision (co-authored with S. Shin). [Strategic Marketing; Marketing-R&D Collaboration]

❖      “Enhancing Corporate Brand Power through Sports Sponsorship: the Role of Company Familiarity and Self-Congruity with Sports,” the manuscript is under revision (co-authored with S. U. Cho and  J. H. Song). [Brand Management]

❖      “Reconsidering the Effects of Ad Repetition-Variation Strategies on Consumer Memory: the Moderating Roles of Brand Familiarity and Message Similarity,” the manuscript is under revision. [Brand Management; Advertising Strategy]

❖      “The Interaction Effects of Temporal Distance Reference Units – Period vis-à-vis Date on Consumer Responses,” the manuscript is under revision (co-authored with H. J. Kwon). [Consumer Behavior; Construal Level Theory; Customer Management] 

❖      “The Effects of Demotion in Loyalty Program on Consumer Responses,” the manuscript is under revision (co-authored with H. J. Kwon). [Customer Management; Relationship Marketing]

❖      “An Examination of Gender Differences in the Effects of Purchase Goals on Consumers’ Search Behaviors in the Internet Environment?” the manuscript is under revision (co-authored with E. J. Kim). [Digital Consumer Behavior; Consumer Information Processing]

❖      “The Effects of Satisfaction and Relationship Quality on Repurchase Intention in the B2C e-Marketplace: Contrasting Transaction and Relationship Orientations,” the manuscript is in progress (co-project with K. Lee). [Customer Management]

❖      Proactive B2B Marketing, the book writing task is in progress. [Strategic Marketing; B2B Marketing]