Dr. Yonghwan Chang: Google Scholar
Lee, I., Chang, Y., Yoo, T., & Plunkett, E. (2025). Cracking the Code of Cyberbullying Effects: The Spectator Sports Solution for Emotion Management and Well-Being Among Economically Disadvantaged Adolescents. Behavioral Sciences, 15(4), 555.
Chang, Y., Yoo, T., Warren, C., & Wann, D. L. (2025). Game day guilt: how ingroup affiliation and identity threat influence indulgent food choices among sport fans. Sport Management Review, 28(2), 328-347.
Lee, T., & Chang, Y. (2025). The luxury desire scale (LDS): Dissecting its impact on preferences for authentic and counterfeit luxury products. Current Psychology, 44(6), 5140-5155.
Chang, Y., Mansfield, A. C., & Yoo, T. (2025). Influence of game context on sport fan dietary choices: framing food attributes to promote healthier eating. International Journal of Sports Marketing and Sponsorship.
Lee, I., Chang, Y., Lei, Y., & Yoo, T. (2024). Adolescent health and dark personalities: The role of socioeconomic status, sports, and cyber experiences. International Journal of Environmental Research and Public Health, 21(8), 987.
Chang, Y., Lei, Y., & Mansfield, A. C. (2024). NFL fandom and unhealthy eating behavior: Exploring the role of introspective focus from a functionalist perspective of emotions. Sport Management Review, 27(2), 213-233.
Chang, Y., Warren, C., & Lee, T. (2024). Virtual Reality Technology Induced Flow in the Spectator Sports Context: Empirical Examinations of VR Flow, Its Unique Antecedents, and Consequences. Sport Marketing Quarterly, 33(1).
Chang, Y., & Katz, M. (2024). When feeling is for pursuing: exploring the moderating role of spectatorship locus of control on fans’ emotion-directed pursuit of consumption goals. Sport Management Review, 27(1), 1-22.
Wu, J., Orr, M., Inoue, Y., & Chang, Y. (2023). Drivers of the perceived social impact of the Super Bowl: mediation and moderation analyses. International Journal of Sports Marketing and Sponsorship, 24(5), 837-852.
Chang, Y., & Kwak, D. H. (2023). When team sponsorship of cause-related messages leads to unfavorable fan reactions: The interplay among competency, cause orientation, and message source. European Sport Management Quarterly, 23(4), 1024-1045.
Chang, Y., Warren, C., & Katz, M. (2023). Determinants of subscription renewal behavior in sport spectatorship services: A CHAID decision tree modeling approach. Sport Marketing Quarterly, 32(2), 124-136.
Ko, Y. J., Kwak, D. H., Jang, E. W., Lee, J. S., Asada, A., Chang, Y., ... & Yilmaz, S. (2023). Using experiments in sport consumer behavior research: A review and directions for future research. Sport Marketing Quarterly, 32(1), 33-46.
Ko, Y. J., Asada, A., Jang, W., Kim, D., & Chang, Y. (2022). Do humanized team mascots attract new fans? Application and extension of the anthropomorphism theory. Sport management review, 25(5), 820-846.
Chang, Y., & Wann, D. L. (2022). Effects of game outcomes and status instability on spectators’ status consumption: The moderating role of implicit team identification. Frontiers in Psychology, 13, 819644.
Asada, A., Inoue, Y., & Chang, Y. (2021). The effects of athlete activism on league credibility, event legacy, and event involvement: A crisis communication perspective. International Journal of Sport Communication, 14(4), 507-529.
Chang, Y., & Inoue, Y. (2021). Spectator emotions in predicting psychological vigor: Emotional meta experience and affect valuation perspectives. Sport Management Review, 24(4), 594-619.
Chang, Y. (2021). Effects of game situation-dependent emotions on sport spectators’ food craving. Frontiers in psychology, 12, 724220.
Chang, Y., Schull, V., & Kihl, L. A. (2020). Remedying stereotype threat effects in spectator sports. Journal of Sport Management, 35(2), 172-184.
Chang, Y., Ko, Y. J., & Jang, W. (2019). Personality determinants of consumption of premium seats in sports stadiums. International Journal of Contemporary Hospitality Management, 31(8), 3395-3414.
Chang, Y. (2019). Spectators’ emotional responses in tweets during the Super Bowl 50 game. Sport Management Review, 22(3), 348-362.
Sato, S., Ko, Y. J., Chang, Y., & Kay, M. (2019). How does the negative impact of an athlete’s reputational crisis spill over to endorsed and competing brands? The moderating effects of consumer knowledge. Communication & Sport, 7(3), 385-409.
Chang, Y., Ko, Y. J., & Carlson, B. D. (2018). Implicit and explicit affective evaluations of athlete brands: the associative evaluation–emotional appraisal–intention model of athlete endorsements. Journal of Sport Management, 32(6), 497-510.
Chang, Y. (2018). Exploring the patterns of dual attitude changes in the context of athlete endorsement: The interplay of fit, evaluative conditioning, and introspection focus. Journal of sport management, 32(5), 413-425.
Chang, Y., Wann, D. L., & Inoue, Y. (2018). The effects of implicit team identification (iTeam ID) on revisit and WOM intentions: A moderated mediation of emotions and flow. Journal of Sport Management, 32(4), 334-347.
Chang, Y. (2018). When infamy becomes fame: The positive side of negative athlete publicity. Journal of Sport Management, 32(4), 401-411.
Chang, Y., & Ko, Y. J. (2018). The effects of association strength on attention and product evaluation: Reconsidering endorsement effectiveness. European Journal of Marketing, 52(5/6), 1257-1279.
Jang, E. W., Ko, Y. J., Wann, D., & Chang, Y. (2017). The relative effects of game outcome and process on fans’ media consumption experiences. European Sport Management Quarterly, 17(5), 635-658.
Ko, Y. J., Chang, Y., Jang, W., Sagas, M., & Spengler, J. O. (2017). A hierarchical approach for predicting sport consumption behavior: A personality and needs perspective. Journal of Sport Management, 31(3), 213-228.
Ko, Y. J., Chang, Y., Park, C., & Herbst, F. (2017). Determinants of consumer attitude toward corporate sponsors: A comparison between a profit and nonprofit sport event sponsorship. Journal of Consumer Behaviour, 16(2), 176-186.
Chang, Y., & Ko, Y. J. (2017). Consumers’ perceived post purchase risk in luxury services. International Journal of Hospitality Management, 61, 94-106.
Chang, Y., Ko, Y. J., & Leite, W. L. (2016). The effect of perceived brand leadership on luxury service WOM. Journal of Services Marketing, 30(6), 659-671.
Chang, Y., & Ko, Y. J. (2016). Reconsidering the role of fit in celebrity endorsement: Associative‐propositional evaluation (APE) accounts of endorsement effectiveness. Psychology & Marketing, 33(9), 678-691.
Jang, W. E., Ko, Y. J., Morris, J. D., & Chang, Y. (2015). Scarcity message effects on consumption behavior: Limited edition product considerations. Psychology & Marketing, 32(10), 989-1001.
Chang, Y., Jae Ko, Y., Tasci, A., Arai, A., & Kim, T. (2014). Strategic match of athlete endorsement in global markets: an associative learning perspective. International Journal of Sports Marketing and Sponsorship, 15(4), 40-58.
Ko, Y. J., Chang, Y., Rhee, Y. C., Valacich, J. S., Hur, Y., & Park, C. (2014). Value-based stakeholder loyalty toward sport technology. A case of the electronic body protector and scoring system in taekwondo events. RICYDE. Revista Internacional de Ciencias del Deporte, 10(35), 46-62.
Chang, Y., & Ko, Y. J. (2014). The brand leadership: Scale development and validation. Journal of Brand Management, 21(1), 63-80.
Ko, Y. J., Cattani, K., Chang, Y., & Hur, Y. (2011). Do spectators and competitors accept the use of scoring technology in Taekwondo competitions?. International Journal of Sport Management and Marketing, 9(3-4), 238-253.
