Full List of Publications
Youjae Yi
1. “On the Evaluation of Structural Equation Models" (with R. Bagozzi). Journal of the Academy of Marketing Science, 16(Spring), 1988: 74-97.

2. "Assessing Main Effects in Interactive Regression Models." American Marketing Association Educators' Conference Proceedings, 1988. 

3. "On the Use of Event History Analysis for a Dynamic Process." American Marketing Association Winter Educators' Conference Proceedings, 1989: 26-31.

4. "On the Evaluation of Main Effects in Multiplicative Regression Models." Journal of the Market Research Society, 31(1), 1989: 133-138.

5. "An Investigation into the Role of Intentions as Mediators of the Attitude-Behavior Relationship," (with R. Bagozzi & J. Baumgartner), Journal of Economic Psychology, 10(March), 1989: 35-63. 

6. "Antecedents of Behavior Change," Developments in Marketing Science, Vol. XII, 1989: 12-17.

7. "The Effects of Visual Cues and Directness of Verbal Claims in Advertisements." American Academy of Advertising Conference Proceedings, 1989.

8. "On the Use of Structural Equation Models in Experimental Designs," (with R. Bagozzi), Journal of Marketing Research, 26(August), 1989: 271-284.

9. "The Degree of Intention Formation as a Moderator of the Attitude-Behavior Relation," (with R. Bagozzi). Social Psychology Quarterly, 52(Dec.), 1989: 266-279. 

10. “An Investigation of the Structure of Expectancy-Value Attitude and Its Implications," International Journal of Research in Marketing, 6(Dec.), 1989: 71-83.

11. "Rejoinder to an Investigation of the Structure of Expectancy-Value Attitude and Its Implications," International Journal of Research in Marketing, 6(December), 1989: 89-94.

12. "The Level of Effort Required for Behavior as a Moderator of the Attitude-Behavior Relation," (with R. Bagozzi & J. Baumgartner). European Journal of Social Psychology, 20(1), 1990: 45-59. 

13. “Reference Level Explanation of the Foot-in-the-Door Effect," American Marketing Association Winter Educators' Conference Proceedings, 1990: 120-124.

14. "The Indirect Effects of Advertisements Intended to Change Product Attribute Beliefs," Psychology and Marketing, 7(Spring), 1990: 47-63.

15. "Direct and Indirect Approaches to Advertising Persuasion," Journal of Business Research, 20(June), 1990: 279-290. 

16. "Cognitive and Affective Priming Effects of the Context for Print Advertisements," Journal of Advertising, 19(2), 1990: 40-48. 

17. “A Critical Review of Consumer Satisfaction," Review of Marketing, 4, 1990: 68-123.

18. "The Effects of Contextual Priming in Print Advertisements," Journal of Consumer Research, 17(Sept.), 1990: 215-222.

19. "New Perspectives on the Application of Structural Equation Models," (with R. Bagozzi), American Marketing Educators' Conference Proceedings, 1990.

20. "Assessing Method Variance in Multitrait-Multimethod Matrices: The Case of Self-Reported Affect and Perceptions at Work," (with R. Bagozzi), Journal of Applied Psychology, 75(October), 1990: 547-560.

21. "Coupon Usage and the Theory of Reasoned Action," (with R. Bagozzi & H. Baumgartner), Advances in Consumer Research, 1991: 24-27.

22. "Multitrait-Multimethod Matrices in Consumer Research," (with R. Bagozzi), Journal of Consumer Research, 17(March), 1991: 426-439. 

23. "On the Use of Structural Equation Models in Experimental Designs: Two Extensions," (with R. Bagozzi & S. Singh), International Journal of Research in Marketing, 8(June), 1991: 125-140.

24. "The Effects of Advertising Context on Consumer Responses," (with A. Kirmani), Advances in Consumer Research, 18, 1991: 414-416.

25. "The Influence of Contextual Priming on Advertising Effects," Advances in Consumer Research, 18, 1991: 417-425.

26. “Direct Regression, Reverse Regression, and Covariance Structure Analysis," (with C. Fornell & B. Rhee), Marketing Letters, 2(3), 1991: 309-320.

27. "Assessing Construct Validity in Organizational Research," (with R. Bagozzi & L. Phillips), Administrative Science Quarterly, 36(September), 1991: 421-458.

28. "Priming Effects of Advertising Context on Product Evaluations," Proceedings of the Society for Consumer Psychology, 1991.

29. "Assumptions of the 2-Step Approach to Latent Variable Modeling," (with C. Fornell), Sociological Methods & Research, 20(February), 1992: 291-320.

30. "Assumptions of the 2-Step Approach - Reply," (with C. Fornell), Sociological Methods & Research, 20(February), 1992: 334-339.

31. "Multiple Comparison and Cross-Validation in Structural Equation Models," (with K. Nassen), Developments in Marketing Science, 15, 1992: 407-411.

32. "New Perspectives in Attitude Research," (with K. Gray), Advances in Consumer Research, 19, 1992: 319-322.

33. "State versus Action Orientation and the Theory of Reasoned Action: An Application to Coupon Usage," (with R. Bagozzi & H. Baumgartner), Journal of Consumer Research, 18(March), 1992: 505-518.

34. "A Cross-National Comparison of Country-of-Origin Effects on Product Evaluation," (with S. Hong), Journal of International Consumer Marketing, 4(4), 1992: 49-71.

35. “Appraisal Processes in the Enactment of Intentions to Use Coupons," (with R. Bagozzi & H. Baumgartner), Psychology & Marketing, 9(6), 1992: 469-486.

36. "Testing Hypotheses about Methods, Traits, and Communalities in the Direct Product Model," (with R. Bagozzi), Applied Psychological Measurement, 16(December), 1992: 373-380.

37. "Contextual Priming Effects in Print Advertisements: The Moderating Role of Prior Knowledge," Journal of Advertising, 22(2), 1993: 1-10.

38. "The Determinants of Consumer Satisfaction - The Moderating Role of Ambiguity," Advances in Consumer Research, 20, 1993: 502-506.

39. "An Investigation into the Indirect Effects of Advertisements on Product Evaluations," 오상락교수 정년기념 논문집, 1993: 385-398.

40. "Effects of Gender and Non-Job Attitude on Job Satisfaction," 한희영교수 정년기념 논문집, 1993: 357-370.

41. “Multitrait-Multimethod Matrices in Consumer Research: Critique and New Developments," (with R. Bagozzi) Journal of Consumer Psychology, 2, 1993: 143-170. 

42. "An Investigation into Priming Effects of Advertising Context," 한국경영학회 학술회의 발표논문집, 431-447.

43. “고객만족과 관여도에 관한 연구,” 경영논집, 제27권, 1993: 111-130.

44. “경로분석을 통한 직무분석에 관한 연구,” 심병구교수 정년기념 논문집, 1994: 259-275.

45. “International Advertising Strategies by MIC Multinationals." (with D. Cho & J. Choi), International Journal of Advertising, 13(1), 1994: 77-92.

46. "The Role of Involvement in the Consumer Satisfaction Process," Proceedings of the Society for Consumer Psychology, 1994: 8-14.

47. "Advanced Topics in Structural Equation Models," (with R. Bagozzi), Advanced Methods of Marketing Research, Blackwell, 1994: 1-51. 

48. “상호작용효과를 포함한 다중회귀분석에서 주효과의 검증에 관한 연구,” 경영학연구, 23, 1994: 183-210.

49. “고객만족의 결정변수에 대한 이론적 고찰,” 경영논집, 제28권 1호, 1994: 90-123.

50. “고객만족의 결과변수에 관한 이론적 연구,” 경영논집, 제28권 3호, 1994: 201-232.

51. “고객만족의 영향에 관한 연구,” 한국소비자학회 학술대회논문집, 1995: 1-18.

52. “관계마케팅을 통한 경쟁우위에 관한 연구,” Marketing Communication Review, 제1권, 1995: 19-30.

53. "Structural Equation Models in Marketing," Proceedings of the 13th Paul Converse Symposium (D. Sudharshan & K. Monroe eds.), AMA, 1995: 107-120.

54. “고객만족의 정의와 측정에 관한 연구,” 경영논집, 제29권 1/2호, 1995: 145-168.

55. “서비스산업의 현황과 서비스품질,” 한국소비자학회 학술대회 논문집, 1996: 1-39.

56. “Revisiting Attribute Diagnosticity in the Context of Product Typicality," (with K. Gray), Psychology & Marketing, 13(6), 1996: 605-632.

57. "An Investigation into Selected Antecedents of Behavior Modification," Seoul Journal of Business, 2(1), 1996: 165-187.

58. “서비스산업의 현황에 대한 실증연구,” 소비자학연구, 제7권 2호, 1996: 129-158.

59. “대기가 서비스평가에 미치는 영향에 관한 연구,” 경영논집, 제30권 3/4호, 1996: 107-137.

60. “고객만족 형성과정의 제품과 서비스간 차이에 관한 연구,” 소비자학연구, 제8권 1호, 1997: 101-118.

61. “Advertising Effectiveness and Indirect Effects of Advertisements," in Measuring Advertising Effectiveness (W. Wells ed.), Erlbaum, 1997: 47-63.

62. “서비스품질에 관한 종합적 고찰: 개념 및 측정을 중심으로,” 경영논집, 제31권 제3호, 1997: 249-289.

63. “Event History Analysis of Behavior Modification," Seoul Journal of Business, 3(1), 1997: 65-86.

64. “Taxonomy of Consumer Complaint Behavior: Replication and Extension," Journal of Consumer Satisfaction, Dissatisfaction, & Complaining Behavior, (with R. Liu & H. Watkins), 10, 1997: 91-103.

65. “고객가치 증대를 위한 고객만족경영, “ 한국소비자학회 학술대회 발표논문집, 1998: 57-68.

66. “물리적 환경이 서비스품질 평가에 미치는 영향에 관한 연구: 이업종 간 비교," 마케팅연구, 제13권 1호, 1998: 61-86.

67. “Marketing in East Asia: A Cross-Cultural Perspective," Psychology & Marketing, 15, 1998: 503-506.

68. “관계마케팅의 개념과 실천에 관한 연구,” 경영논집, 제32권 4호, 1998: 259-286.

69. “불황기의 광고전략: 서비스광고에서의 친밀감을 통한 관계형성을 중심으로,” 광고연구, 제41호, 1998: 95-119.

70. “Representation of Measurement Error in Marketing Variables: Review of Approaches and Extension to Three-Facet Designs," (with R. Bagozzi & K. Nassen), Journal of Econometrics, 89(1/2), 1999: 393-421.

71. “공연예술시장의 소비자 행동 연구에 대한 고찰,” 경영논집, 제33권 3호, 1999: 308-340.

72. “한국기업의 해외시장에서의 브랜드구축에 관한 연구: 선진국시장을 중심으로,” 한국마케팅저널, 제1권 3호, 1999: 73-108.

73. “SK텔레콤의 마케팅전략,” 마케팅연구, 제14권 1호, 1999: 157-176.

74. “The Role of Culture and Gender in the Relationship between Positive and Negative Affect” (with R. Bagozzi & N. Wong), Cognition and Emotion, 13(6), 1999: 641-672. 

75. “서비스 광고에 대한 이론적 고찰,” 경영논집, 제34권 1호, 2000: 123-145. 

76. “고객만족 연구에 관한 종합적 고찰,” 소비자학연구, 제11권 2호, 2000: 139-166.

77. “인터넷 광고의 이해와 실천에 관한 연구,” 경영논집, 제34권 2호, 2000: 95-116.

78. “고객만족경영의 개념과 실천에 관한 연구,” 경영저널, 제1권 1호, 2000: 153-172.

79. “시도이론에 관한 이론적 연구: 목표지향적 행동을 중심으로,” 한국마케팅저널, 제2권 2호, 2000: 38-60. 

80. “서비스 애호도와 의사애호도가 재구매의도에 미치는 영향에 관한 연구,” 소비자학연구, 제12권 1호, 2001: 53-74.

81.  “서비스품질의 측정과 기대효과에 대한 재고찰: KS-SQI 모형의 개발과 적용,” 마케팅연구, 제16권 1호, 2001: 1-26

82. “CRM을 위한 내부고객관리,” 경영논집, 제35권 4호, 2001: 287-310. 

83. “브랜드 퍼스낼리티-브랜드 동일시-브랜드 자산모형: 이용자와 비이용자간 차이에 대한 탐색적 연구,” 마케팅연구, 제17권 3호, 2002: 1-33.

84. “구매후 만족도 평가, 기대의 조정, 재구매의도의 흐름에 관한 연구: 고객충성도의 조절효과를 중심으로,” 소비자학연구, 제13권 3호, 2002: 51-78.

85. “불량고객의 유형과 전략적 관리,” 경영논집, 제36권 4호, 2002: 115-139. 

86. “쿠폰 미지참으로 인한 후회감이 구매행동에 미치는 영향에 관한 연구,” 경영학연구, 제32권 1호, 2003: 233-255. 

87. “Effects of Loyalty Programs on Value Perception, Program Loyalty, and Brand Loyalty," (with H. Jeon), Journal of the Academy of Marketing Science, 31(3), 2003: 229-240. 

88. “The Moderating Role of Confidence in Expectations and the Asymmetric Influence of Disconfirmation on Customer Satisfaction," (with S. La), Service Industries Journal, 23(5), 2003: 20-47.
89. “비교광고 맥락에서 소비자 태도 형성과정에 관한 연구,” 광고학연구, 제14권 4호, 2003: 149-170. 

90. “서비스 품질의 각 차원이 CS에 미치는 상대적 영향에 관한 연구: 기존고객과 잠재고객의 비교를 중심으로,” 마케팅연구, 제18권 4호, 2003: 67-97.

91. “아는 것이 힘?  사전 지식이 평가모드에 따른 선호역전에 미치는 영향,” 경영학연구, 제33권 1호, 2004: 51-71.

92. “What Influences the Relationship between Customer Satisfaction and Repurchase Intention?  Investigating the Effects of Adjusted Expectations and Customer Loyalty," (with S. La), Psychology & Marketing, 21(5), 2004: 351-373.

93. “내부 브랜딩 : 내부고객의 브랜드 동일시가 내부고객만족과 CS 활동에 미치는 영향,” 마케팅연구, 제19권 3호, 2004: 81-112.

94. “제품배치(PPL)가 소비자의 브랜드 회상과 태도에 미치는 영향: 관여도와 PPL 관련 사전정보 인지여부의 조절적 역할,” 광고학연구, 제15권 3호, 2004: 91-112.

95. “서비스 조직과 고객의 교환관계가 고객시민행동에 미치는 영향에 관한 연구: 고객 경험속성의 조절효과를 중심으로,” 경영학연구, 제33권 6호, 2004: 1809-1845.

96. “브랜드 동일시, 브랜드 감정, 브랜드 로열티의 관계에 관한 연구: 실용적 제품과 쾌락적 제품간의 비교,” 광고연구, 제65호, 2004: 101-125.

97. “서비스 공정성이 고객불량행동에 미치는 영향에 관한 연구: 부정적 감정과 고객몰입의 매개효과,” 마케팅연구, 제19권 4호, 2004: 185-210. 

98. “An Empirical Study on the Customer Responses to Service Recovery in the Context of Service Failure," (with J. Lee), Seoul Journal of Business, 11(1), 2005: 1-17.

99. “Korean-Standard Service Quality Index: Development and Application," (with J. Lee), Asia-Pacific Advances in Consumer Research, 6, 2005: 164-170.

100. "Service Quality in the Public Sector: Seoul Service Index," (with S. La), Asia-Pacific Advances in Consumer Research, 6, 2005: 180-187. 

101. “전환비용의 선행요인 및 결과변수에 대한 연구 - 서비스 가입형태의 조절효과를 중심으로,” 마케팅연구, 제20권 3호, 2005: 1-28.

102. “고객시민행동과 고객불량행동이 서비스품질지각과 고객만족 및 재구매의도에 미치는 영향,” 한국마케팅저널, 제7권 3호, 2005: 1-27.

103. “부정적 소비감정의 선행요인과 결과변수에 대한 연구 - 후회감, 실망감을 중심으로,” 소비자학연구, 제16권 4호, 2005: 103-127. 

104. “When Brand Attitudes Affect the Customer Satisfaction-Loyalty Relation: The Moderating Role of Product Involvement,” (with J. Suh), Journal of Consumer Psychology, 16(2), 2006: 145-155.

105. “Well-Matched Employees Make Customers Happy: Effects of Brand-Employee Congruence," (with S. La), in L. R. Kahle and C. Kim (eds.) Creating Images and the Psychology of Marketing Communication, 2006, LEA, 223-244.

106. “Variety Seeking in Choice for Others: Interpersonal and Intrapersonal Causes," (with J. Choi et al.), Journal of Consumer Research, 32(March), 2006: 590-595.

107. “제품 혁신성 지각의 결정요인과 제품 수용의향과의 관계: 소비자 관점을 중심으로,” 마케팅연구, 제21권 2호, 2006: 27-52.

108. “고객만족이 기업의 수익성과 가치에 미치는 영향,” 마케팅연구, 제21권 2호, 2006: 85-113. 

109. “고객 정보참여행동의 결정요인과 관여의 조절역할: 구전과 협조를 중심으로,” 한국마케팅저널, 제8권 3호, 2006: 13-40.

110. “The Antecedents and Consequences of Service Customer Citizenship Behavior and Badness Behavior," (with T. Gong), Seoul Journal of Business, 12 (2), 2006: 145-176.

111. “고객의 애칭명명 행동이 제품선호에 미치는 영향: ‘옆구리폰’, 애칭인가? 브랜드인가?” 소비자학연구, 제18권 1호, 2007: 21-48. 

112. “고객만족이 기업성과에 미치는 영향에 있어서 고객충성도 변수의 역할,” 마케팅연구, 제22권 1호, 2007: 81-102.

113. “기업의 수익성과 가치에 미치는 고객만족의 동태적 영향,” 한국마케팅저널, 제10권 1호, 2008: 1-23.

114. “The Electronic Service Quality Model: The Moderating Effect of Customer Self-Efficacy," (with T. Gong), Psychology & Marketing, 25(7), 2008: 587-601.

115. “고객성격이 소비감정과 서비스 성과에 미치는 영향: 고객접촉 수준의 조절효과를 중심으로,” 서비스마케팅저널, 1(1), 2008: 7-41.

116. “If Employees Go the Extra Mile, Do Customers Reciprocate with Similar Behavior?" (with T. Gong), Psychology & Marketing, 25(10), 2008: 961-986.

117. “삼성석유화학의 토탈마케팅을 통한 고객가치 창출,” 한국마케팅저널, 제10권 3호, 2008: 127-146.

118. “The Effects of Customer Justice Perception and Affect on Customer Citizenship Behavior and Customer Dysfunctional Behavior," (with T. Gong), Industrial Marketing Management, 37, 2008: 767-783.

119. “The Effects of Shopping Emotions and Perceived Risk on Impulsive Buying: The Moderating Role of Buying Impulsiveness Trait," (with G. Lee), Seoul Journal of Business, 14(2), 2008: 67-92.

120. “사전지식 및 관여도가 소비자의 신념불일치에 미치는 효과,” 마케팅연구, 제24권 1호, 2009: 51-76.

121. “비교광고상황에서 브랜드태도에 미치는 광고태도와 브랜드인지의 상대적 영향력에 대한 연구: 제품유형에 따른 차이를 중심으로,” 광고연구, 83, 2009: 129-153.

122. “소비자의 신념편향에 대한 연구,” 소비자학연구, 제20권 3호, 2009: 27-60.

123. “서비스 수익 체인 실현을 위한 내부마케팅 전략,” 한국마케팅저널, 11(3), 2009: 225-249.

124. "An Integrated Model of Customer Social Exchange Relationship: The Moderating Role of Customer Experience," (with T. Gong), Service Industries Journal, 29(11), 2009: 1513-1528.

125. “The Effects of Mortality Salience on the Acceptance of Expert Recommendations," (with J. Kim et al.), Seoul Journal of Business, 15(2), 2009: 117-136. 

126. “TV 광고와 인터넷 검색이 만났을 때-크로스미디어 광고의 효과,” 마케팅연구, 25(1), 2010: 1-24.

127. “고객만족과 고객추천이 기업성과에 미치는 동태적 영향: KCSI와 KNPS를 중심으로,” 경영학연구, 39(2), 2010: 279-307.

128. “Terror Management Theory in Dermatology: Skin Biopsy Influences Patient Compliance," (with J. Kim et al.), Acta Dermato-Venereologica, 90, 2010: 246-250.

129. “지각된 불확실성이 프레이밍 효과에 미치는 영향: 손실영역을 중심으로,” 경영학연구, 39(4), 2010: 939-962.

130. “고객만족지수의 동태적 분석,” 마케팅연구, 25(3), 2010: 97-117.

131. “서비스품질이 기업의 수익성에 미치는 영향에 관한 연구: KS-SQI를 중심으로,” 서비스마케팅저널, 3(2), 2010: 69-80.

132. “Customer Participation and Citizenship Behavioral Influences on Employee Performance, Satisfaction, Commitment, and Turnover Intention," (with R. Nataraajan & T. Gong), Journal of Business Research, 64, 2011: 87-95.

133. “유한킴벌리의 빨아 쓰는 키친타올 스카트 출시전략: 고객의 생활을 디자인하다,” 한국마케팅저널, 12(4), 2011: 163-179.

134. “The Long-Term Effects of Sales Promotions on Brand Attitude Across Monetary and Non-Monetary Promotions," (with J. Yoo), Psychology & Marketing, 28(9), 2011: 879-896.

135. “서비스품질 측정모형의 우수성 비교,” 서비스마케팅저널, 4(2), 2011: 91-126.

136. “Specification, Evaluation, and Interpretation of Structural Equation Models," (with R. Bagozzi), Journal of the Academy of Marketing Science, 40(1), 2012: 8-34. (2015 Emerald Citations of Excellence Award).

137. “소비자 지식이 사고체계와 온라인 탐색경향에 미치는 영향: 제품가격의 조절효과를 중심으로,” 소비자학연구, 23(1), 2012: 115-142. 

138. “Do Consumption Goals Matter?  The Effects of Online Loyalty Programs in the Satisfaction-Loyalty Relation,” (with J. Suh), Psychology & Marketing, 29(8), 2012: 549-557.

139. “공공기관 고객만족모형의 개발과 적용: PCSI를 중심으로,” 마케팅연구, 27(4), 2012: 69-99.

140. “브랜드제휴 관점에서 살펴본 크로스미디어 광고의 파급효과: TV와 인터넷검색창 결합의 크로스미디어 광고를 중심으로,” 광고학연구, 24(1), 2013: 85-105.

141. “The Impact of Other Customers on Customer Citizenship Behavior,” (with T. Gong & H. Lee), Psychology & Marketing, 30(4), 2013: 341-356.

142. “Mixed Products: How Adding Different Attributes Influences Consumer Perceptions and Product Evaluation,” (with S. Muhn), Asia Marketing Journal, 15(1), 2013: 83-105.

143. “선물의 제품 유형이 시간의 흐름에 따라 구매후 만족에 미치는 영향: 기억표지성과 관찰용이성의 매개효과를 중심으로,” 마케팅연구, 28(2), 2013: 25-52.

144. “Segregation vs Aggregation in the Loyalty Program: The Role of Perceived Uncertainty,” (with H. Jeon & B. Choi), European Journal of Marketing, 47(8), 2013: 1238-1255.

145. “Customer Value Co-creation Behavior: Scale Development and Validation,” (with T. Gong), Journal of Business Research, 66, 2013: 1279-1284. (2016 Emerald Citations of Excellence Award).

146. “나를 위한 선물: 셀프기프트 소비행동에 대한 정성적 연구,” 소비자학연구, 24(3), 2013: 123-155.

147. “Helping Employees Deal with Dysfunctional Customers: The Underlying Employee Perceived Justice Mechanism,” (with T. Gong & J Choi), Journal of Service Research, 17(1), 2014: 102-116.

148. “KB국민카드의 마케팅 활동과 빅데이터 활용,” Korea Business Review, 18(1), 2014: 145-176.

149. “서비스품질 연구에 관한 종합적 고찰,” 마케팅관리연구, 19(2), 2014: 1-43.

150. “온라인 쇼핑상황에서 웹페이지 상품구성이 소비자선택에 미치는 영향: 맥락효과를 중심으로,” 마케팅연구, 29(4), 2014: 1-26.

151. “경험수집 소비행동에 대한 통합적 연구,” 소비자학연구, 25(4), 2014: 23-55.

152. “노스탤지어의 유형이 기부의도에 미치는 영향: 자기향상감과 사회적 책임감을 통한 조절효과를 중심으로,” 마케팅연구, 29(5), 2014: 23-49.

153. “최근 서비스 마케팅 연구에 관한 종합적 고찰 및 향후 연구 제언,” 마케팅연구, 29(6), 2014: 121-166.

154. “Local Consumers’ Reception of Imported and Domestic Movies in the Korean Movie Market,” (with S. Moon et al.), Journal of Cultural Economics, 39(1), 2015: 99-121.

155. “고객만족, 고객충성도, 관계마케팅, 고객관계관리 관련 문헌에 대한 종합적 고찰,” 마케팅연구, 30(1), 2015: 53-104.

156. “감정노동 지각에 대한 권력의 영향-소비자관점을 중심으로,” 서비스마케팅저널, 8(1), 2015: 25-49.

157. “소비자가 지각한 서비스 종업원의 진정성과 조작의도가 고객가치와 고객만족에 미치는 영향,” 경영학연구, 44(4), 2015: 1013-1042.

158. “아파트 주거만족도 평가 모형의 개발과 적용: KARSI 모형을 중심으로,” 소비자학연구, 27(2), 2016: 25-55.

159. “Consumers’ Pre-launch Awareness and Preference on Movie Sales,” (with S. Moon et al.), European Journal of Marketing, 50(5/6), 2016: 1024-1046.

160. “The Effects of Impression Management on Coupon Redemption across Cultures,” (with C. Kim), Psychology & Marketing, 33(7), 2016: 573-583.

161. “Give a Man a Fish or Teach Him to Fish: The Effects of Types of Help on Customer Satisfaction,” (with S. Kim), Asia Marketing Journal, 18(2), 2016: 1-23.

162. “Effects of Customer Participation in Corporate Social Responsibility (CSR) Programs on the CSR-Brand Fit and Brand Loyalty,” (with M. Cha & R. Bagozzi), Cornell Hospitality Quarterly, 57(3), 2016: 235-249.

163. “Co-creation of Background Music: A Key to Innovating Coffee Shop Management,” (with S. Jeon & C. Park), International Journal of Hospitality Management, 58, 2016: 56-65.

164. “서비스품질, 고객만족, 고객충성도, 로열티프로그램 연구에 대한 종합적 고찰과 향후 연구방향,” 경영학연구, 45(6), 2016: 1763-1787.

165. “한국의 서비스 연구는 어떻게 진화할 것인가? 학계와 산업계 인식조사를 통해 도출한 미래 서비스 연구의 방향,” 경영학연구, 45(6), 2016: 2015-2064.

166. “Performance-only Measures vs. Performance-expectation Measures of Service Quality,” (with S. Park), Service Industries Journal, 36(15/16), 2016: 741-756.

167. “The Role of Cultural Communication Norms in Social Exclusion Effects,” (with J. Lee & L. Shrum), Journal of Consumer Psychology, 27(1), 2017: 108-116.

168. “Seize the Deal, or Return It Losing Your Free Gift: The Effect of a Gift-with-Purchase Promotion on Product Return Intention,” (with S. Lee), Psychology & Marketing, 34(3), 2017: 249-263.

169. “Climbing down the Ladder Makes You Play It Safe,” (with S. Kim & J. Hwang), European Journal of Marketing, 51(5/6), 2017: 946-959.

170. “Embarrassed Customers: The Dark Side of Receiving Help from Others,” (with S. Kim), Journal of Service Management, 28(4), 2017: 788-806.

171. “Overcoming the Cause Marketing Paradox: The Effect of Nostalgia on Charitable Giving and Happiness,” (with S. Lee), Asia Marketing Journal, 19(3), 2017: 1-17.

172. “A Composite Measure of Performance-expectation and Performance-only Measures,” (with S. Park), Service Industries Journal, 37(15/16), 2017: 936-947.

173. “The Role of Other Customers during Self-Service Technology Failure,” (with S. Kim), Service Business, 11(4), 2017: 695-715.

174. “Customer Satisfaction in Asia,” (with R. Nataraajan), Psychology & Marketing, 35(6), 2018: 387-391.

175. “The Effect of Service Quality on Customer Satisfaction, Loyalty, and Happiness in five Asian Countries,” (with T. Gong), Psychology & Marketing, 35(6), 2018: 427-442.

176. “경찰 서비스 사명과 캠페인 취지 간 적합성이 캠페인에 대한 태도와 경찰 서비스 신뢰에 미치는 영향,” 11(1), 서비스마케팅저널, 2018: 29-44.

177. “The Impact of Salesperson Look-Brand Personality Congruence on Brand Affect: The Moderating Role of Social Anxiety,” (with H. Lee), Asia Marketing Journal, 20(3), 2018: 17-38.

178. “Altruistic Indulgence: People Voluntarily Consume High-calorie Foods to Make Other People Feel Comfortable and Pleasant,” (with J. Lee & S. Kim) Social Influence, 13(4), 2018: 223-239.

179. “Retail is Detail! Give Consumers a Gift rather than a Bundle: Promotion Framing and Consumer Product Returns,” (with S. Lee), Psychology & Marketing, 36(1), 2019: 15-27.

180. “옴니채널 환경에서 고객경험이 리테일러 로열티 및 성과에 미치는 영향: 백화점과 할인점의 비교,” 경영학연구, 48(1), 2019: 211-241.

181. “The Effect of One-sided vs. Two-sided Review Valence on Electronic Word of Mouth (e-WOM),” (with J. Park & D. Kang), Asia Marketing Journal, 21(2), 2019: 1-19.

182. “When Free Gifts Hurt the Promoted Product: The Influence of Product-Gift Fit on Activating Persuasion Knowledge and Devaluating the Promoted Product,” (with Y. Park), European Journal of Marketing, 53(7), 1423-1444.

183. “’대중의 지혜’ 참조에 따른 심리적, 행동적 비용: 자기조절자원의 고갈과 충동구매를 중심으로,“ 마케팅연구, 34(3), 2019: 47-73.

184. “The Effect of Perceived Economic Mobility on Customer Aggression toward Service Employees: A Darker Aspect of Customer Behavior,” (with Y. Kwon), Psychology & Marketing, 36(11), 2019: 1120-1132.

185. “What Brings Customer Gapjil? The Intertwined Effects of Perceived Economic Mobility, Self-Other Referent Priming, and Temporal Focus” (with Y Kwon), Asia Marketing Journal, 21(4), 2020; 1-24.

186. “When People Low in Social Class Become A Persuasive Source of Communication: Social Class of Other Donors and Charitable Donations,” (with M. K Cha & J. Lee), Journal of Business Research, 112(May), 2020; 45-55.

187.  "When the American Dream Fails: The Effect of Perceived Economic Inequality on Present-oriented Behavior” (with H. Bak), Psychology & Marketing, 37(10), 2020; 1321– 1341

188.  "고객만족, 서비스품질, 고객참여행동에 대한 종합적 고찰. 소비자학연구," (with H.Bak),  소비자학연구, 31(5), 2020; 49-90

189.  "The boomerang effect of brand personality congruency in a product-harm crisis." (with Kim, T. J & Choi, J), Australian Journal of Management, 45(4), 645–661.

190 "Heterogeneous dimensions of SERVQUAL" (with S. Park & Y. Lee), Total Quality Management & Business Excellence, 32:1-2, 2021; 92-118

191. "Is a gift on sale “heart-discounted”? Givers’ misprediction on the value of discounted gifts and the influence of service robots " (with Y. Park), Journal of Retailing and Consumer Services, 2021

192. "A review of customer citizenship behaviors in the service context" (with T. Gong), The Service Industries Journal, 41(3-4), 2021; 169-199.

193. “Where You Live Matters to Have the American Dream: The Impact of Social Capital on Perceived Economic Mobility and the Moderating Role of Income,” (with Y. Kim & H. Park), Asian Marketing Journal, 23(1), 2021: 29-62.

194. “Inter-customer Helping Behavior: A Virtuous Cycle or Unwanted Intrusion?,” (with S. Kim), Service Industries Journal, 41(9-10), 2021: 633-647.

195. “The Marginal Decomposition Approach Quantifying Direct and Indirect Effects in Causal Models,” (with S. Park), Seoul Journal of Business, 27(1), 2021: 1-22.

196. “온라인 서비스 품질 모형의 개발과 적용: KS-eSQI 모형을 중심으로,” 마케팅연구, 36(4), 2021: 43-69.

197. “Interpretation of the Interaction Effect between a Predictor and a Mediator,” (with S. Park), 학술원논문집 (인문사회과학편), 제60집 2호, 2021: 275-298.

198. “Is a Gift on Sale 'Heart-discounted? Givers's Misprediction on the Value of Discounted Gifts and the Influence of Service Robots,” (with Y. Park), Journal of Retailing and Cosnumer Services, 65, 102489, 2022: 1-12.

199. "I Will Say No to That Cookie: How Imagined Future Self-Regulation Drives Current Self-Regulation," (with J. Park), Psychology & Marketing, 39 (4), 2022: 853-871

200. "The Impact of Self-Service versus Interpersonal Contact on Customer-Brand Relationship in the Time of Frontline Technology Infusion," (with H.Lee), Psychology & Marketing, 39 (5), 906-920.

201. “공정하다는 착각에서 벗어날 때: 소비자의 주관적 사회경제지위가 서비스 직원에 대한 갑질에 미치는 영향과 심리적 기제,” 소비자학연구, 33(2), 2022: 159-189.

202. “Assessing Moderator Effects, Main Effects, and Simple Effects without Multicollinearity Problems in Moderated Regression Models,” (with S. Park), Journal of Business Research, 145, 2022: 905-919.

203. “Is Returning a Product Worth My Time? The Impact of Time Cues on Consumer Product Returns,” (with S. Lee), Psychology & Marketing, 39(7), 2022: 1413-1427.

204. “The Linkages between Alternative Models Measuring Service Quality,” (with S. Park & Y. Lee), Total Quality Management & Business Excellence, 33(11), 1264-1294.

205. “Perceived Economic Mobility Increases Subjective Well-being When Perceived Social Support Opens the Door for Others,” (with Y. Kwon & S. Kim), International Journal of Consumer Studies, 46(6), 2022: 2429-2444.

206. “Assessing Recommendation on a Combination Analysis of SERVPEF (or SERVQUAL) and IPA,” (with S. Park), Total Quality Management & Business Excellence, 33(15), 2022: 1777-1798.

207. “친환경라벨이 역효과를 가져올 때: 쾌락재와 실용재에 대한 친환경라벨의 차별적 효과,” 서비스마케팅저널, 15(2), 2022: 5-18.

208. “Assessing Moderation Effects with a Heterogeneous Moderated Regression Analysis,” (with S. Park), Quality & Quantity, 57(1), 2023: 701-719.

209. “혁신지향성이 중소기업의 성과에 미치는 영향: 비즈니스모델혁신과 환경역동성의 역할을 중심으로,” 경영학연구, 52(1), 2023: 191-216.

210. “Decomposing Main Effects in Moderated Regression Models,” (with S. Park), Journal of Business Research, 157, 2023: 113577.

211. “Assessment of Six Alternative Models of Service Quality,” (with S. Park & Y. Lee), Total Quality Management & Business Excellence, 34(3), 2023: 364-396.