Namhyun Um

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Determinants for Effects of Celebrity Negative Information: When to Terminate a Relationship with a Celebrity Endorser in Trouble?

Namhyun Um, S. Kim, 2016 .

Antecedents and consequences of consumers' attribution style: Measuring the impact of negative celebrity information

Namhyun Um, 2016 .

Celebrity Scandal Fallout: How Attribution Style Can Protect the Sponsor

Namhyun Um, Nam-Hyun Um, 2013 .

Antecedents and Consequences of Consumer Engagement in Social Media

Namhyun Um, 2016 .

Antecedents and Consequences of Consumers' Attitude toward Social Commerce Sites

Namhyun Um, Nam-Hyun Um, 2019 .

How Does Celebrity-Based Brand Endorsement Work in Social Media?—The Instagram Context

Namhyun Um, 2022, Social Sciences.

Free tumbler in Snapchat vs coffee tasting ticket in Instagram: the impact of gift type and message type on B2C gift-giving on different social media platforms

Dong Hoo Kim, Yoon Hi Sung, Namhyun Um, 2022, European Journal of Marketing.

Practitioners’ Perspectives on Branded Entertainment in The United States

Namhyun Um, S. Kim, 2014 .

Effects of Gay-Themed Advertising among Young Heterosexual Adults from U.S. and South Korea

Dong Hoo Kim, Namhyun Um, 2019, Social Sciences.

Seeking the holy grail through gay and lesbian consumers: An exploratory content analysis of ads with gay/lesbian-specific content

Namhyun Um, 2012 .

The Role of Culture in Creative Execution in Celebrity Endorsement: The Cross-Cultural Study

Namhyun Um, 2013 .

Symbols or icons in gay-themed ads: How to target gay audience

Kyungok K. Kim, Namhyun Um, E. Kwon, 2015 .

Consumers' Responses to Implicit and Explicit Gay-Themed Advertising in Gay vs. Mainstream Media

Namhyun Um, 2016 .

Korea out of the closet: effects of gay-themed ads on young Korean consumers

Namhyun Um, S. Kim, Jong Min Kim, 2016 .

An Exploration of the Effects of Negative Political Advertising on Political Decision Making

Erica Weintraub Austin, E. Austin, Namhyun Um, 2002 .

Learners’ Attitude toward E-Learning: The Effects of Perceived System Quality and E-Learning Usefulness, Self-Management of Learning, and Self-Efficacy

Namhyun Um, 2021 .

Does culture influence how consumers process negative celebrity information? Impact of culture in evaluation of negative celebrity information

Namhyun Um, Wei‐Na Lee, 2015 .

What affects the effectiveness of celebrity endorsement? Impact of interplay among congruence, identification, and attribution

Namhyun Um, 2018 .

Actual Dove versus ideal L’Oréal: Impact of self-related brand image on advertising persuasiveness

Dong Hoo Kim, Yoon Hi Sung, Namhyun Um, 2019, Journal of Marketing Communications.

Korean Consumers’ Responses to Nike’s “Women’s Just Do It” Femvertising Campaign

Namhyun Um, 2021, Journal of Promotion Management.

Celebrity Endorsement and International Advertising

Namhyun Um, Wei‐Na Lee, 2014 .

The Effects of Sports Star Influencer Advertising Value and Consumer Team Identification on Brand Equity

Namhyun Um, J. Lee, 2021 .

Effects of Negative Brand Information: Measuring Impact of Celebrity Identification and Brand Commitment

Namhyun Um, 2013 .

Antecedents and consequences of college students' satisfaction with online learning

Namhyun Um, A. Jang, 2021, Social Behavior and Personality: an international journal.

Do Gender, Types of VR Game, & Virtual Presence Matter in VR Games?

Namhyun Um, 2020 .

Korean Advertising Practitioners’ Perspectives on Celebrity Endorsement

Wei-Na Lee, Namhyun Um, Nam-Hyun Um, 2015 .