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Editors
Editor-in-Chief: Editor Name, Editor Institution
Editors: Editor Name, Editor Institution
Editor Name, Editor Institution

Asia Marketing Journal (AMJ) is a double-blind refereed journal for which all manuscripts are reviewed by Editorial Review Board members and ad hoc reviewers. AMJ is published on a quarterly basis by KMA (Korean Marketing Association), the largest scholarly and professional organization devoted to Marketing area in South Korea. Since 1998, AMJ has published leading-edge articles and cases which have the potential to impact academics and practice in the Marketing field.

Asia Marketing Journal
ISSN: 2765-6500 (online)
4 issues per year (April, July, October, January)

Recent Content

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Impact of Negative Word of Mouth on Firm Value
Jaihyun Jeon, Byung-Do Kim, and Junhee Seok

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Social Identity and Regulatory Focus
Sangwoo Park, Dakyeong Heo, and Dongwoo Shin

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Labeling and Customer Loyalty
Zheltauova Gulzira and Sang-Lin Han

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You Want More When You Have Something in Your Hand
Hakkyun Kim, Youngjee Han, and Eunmi Jeon

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Pioneering New Markets
Shijin Yoo, Myung Soo Kang, and Minjeong Kim

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The Dark Side of Star Marketing
Hojoon Jang and Kyoungmi Lee

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Strengthening Market Position through Branding “CheongKwanJang”
Kay Ryung Koo, Sang Yong Kim, Seok Kyun Kim, and Jun

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Product Classifications Revisited with Transparency Effect
Jaebeom Suh, Dawn Deeter Schmelz, Taehyun Suh, and Jin

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Consumer Values and Green Consumption
Hyun Ju Lee and Seong-Yeon Park

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Overcoming the Cause Marketing Paradox
Shinhyoung Lee and Youjae Yi

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Distinguishing Online Opinion Leaders
Yukyung Lee, Minjung Park, and Subin Im

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How Network Structure Impacts Firm Performance
Kyunghee Kim, Jeongtae Kim, Junhong Min, and Ryu

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A Direct Utility Model with Dynamic Constraint
Byungyeon Kim, Takuya Satomura, and Jaehwan Kim

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Why Consumers Use Mobile Commerce?
Sang-Lin Han, T. P. Thao Nguyen, and V. Anh Nguyen

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Give a Man a Fish or Teach Him to Fish
Seo Young Kim and Youjae Yi

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National Culture and Relational Selling
Jeong Eun Park and George D. Deitz

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Exploring the Customization Decision Support System Using Waypoint Solutions
Akinori Ono, Kiyokazu Matsuura, Seiji Endo, and Nakagawa

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K-Pop Music Worldwide and Digital Marketing Role in Brazil
Patricia Portugal Marques de C and Sang Yong Kim

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The Antecedents and Consequences of Effective Brand Positioning
Changju Kim, Eunji Seo, Junghwa Hong, Kang, and Stephen J. Newell

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Priority Factors of Service Recovery Strategy in Distribution Channel
Sang-Lin Han, Kyung Sik Jung, Myoung Soung Lee, and Lee

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Consumer Reactions to Products of Social Enterprises
Sangman Han, Jongyoung Lee, Jungyun Kang, and Kim

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The Lifespan of Social Hub In Social Networking Sites
Sangman Han, Christopher L. Magee, and Yunsik Kim

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Aekyung : Design Innovation on New Product Development
Changjo Yoo, Kyungdo Park, and Yeonjin Cho

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A Case Study of Hyundai Motors
Myounghwa Choi, Yoonseo Lee, Kay Ryung Koo, and Lee

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Event Valence Matters
Hyejin Lee and Jinhee Choi

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Sales People as Emotional Laborers
JungKun Park, Weon Sang Yoo, and Brian Rutherford

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To Bid or Not to Bid?
Yingying Ma and Luping Sun

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Impact of Pursuing Goals on Customer Channel Preference
Dao Sheng Li, Hyun Joung Lee, and Jin Hwan Hong

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Bullsone Inc.
Sung Tai Hong, Young Seok Son, and Woon Bong Na

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Hyundai Motor's Global Marketing Strategy
Woo Seong Kang, Young Chan Kim, and Chang Jo Yoo

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SK Energy"s Customer Satisfaction
Min Sun Yeu, Doo Hee Lee, and Jae Hwan Kim

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Dark Sides of Engaging in Fan Community of Human Brand
Jeong Soo Han, Chung K. Kim, Mi Yea Kim, Jun, and Jo Shua Y. Kim

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Facebook Users in United Arab Emirates
Somkiat Mansumitrchai, Choo Hui Park, and Candy Lim Chiu

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Strong Attachment toward Human Brand and Its Implication for Life-Satisfaction and Self-efficacy
Mi Na Jun, Chung K. Kim, Jeong Soo Han, Kim, and Jos Hua Y. Kim

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Fantastic Collaboration of Financial Services and Telecommunication
Seon Min Lee, Seung Woo Chun, Young Hyuck Joo, and Yoo

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MPC
Yong June Kim and Hak Kyun Kim

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Successful Marketing Strategies in Emerging Markets
Young Chan Kim, Jai Hak Chung, and Hyung Sik Jung

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How much change is optimal when a brand is newly rebranded?
Kyoung Hee Chu, Doo Hee Lee, Min Sun Yeu, and Park

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Willingness to pay for eco-friendly products
Soon Hee Joung, Sun Wook Park, and Yoon Jin Ko

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Diversification Strategy through Market Creation
Jae Seok Jeong, Nam Jung Kim, Hyun Joo Lim, Kang, and Jung Hoon Moon

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Applying the Multiple Cue Probability Learning
So Won Ahn, Ju Young Kim, and Young Won Ha

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Optimality of Customer Relationship Management
Tae Ho Song, Ji Yoon Kim, and Sang Yong Kim

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Effects of Product Number and Brand Breadth on the Evaluations of an Extended Product
Min Sun Yeu, Hye Yeon Yuk, Bo Ha Kim, Yoo, Seong Wan Cho, Jun Sang Yeo, and Chan Su Park

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Consumer Associative Network Analysis on Device and Service Convergance
Sang Man Han, Jang Hyuk Lee, Sun Young Park, and Jo

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From Thinking to Action
Dong Won Min and Hyun Mo Kang

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Differences in Reactions to Sales Promotions
Chang Soo Kim and Myung Soo Jo

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Success Factors of Paris Baguette`s Bakery Franchise Business
Jae Seok Jeong, Han Nara Jeong, Ki Hyeon Ko, Moon, and Hyoung Goo Kang

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TONYMOLY Cosmetic Company
Ji Hee Song and Sung Ho Lee

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Movie Choice under Joint Decision
Young Ju Kim and Jae Hwan Kim

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A Case Study of Shanghai Tang
Klaus Heine and Michel Phan

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Jeju Air: Branding of a K-Pop Airline
Wu Jin Chu, Eun Soo Baek, and Eyung Pyo Ko

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Inverse Effects of Information
Yong Seok Sohn and Sung Eun Kim

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The Benefits of Sales Force Automation Explored
Jeong Eun Park, Betsy Bugg Holloway, and Sung Ho Lee

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WE CAN Cookies
Dae Ryun Chang and Kyong On Choi

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Brand Revitalization by Strategic Repositioning
Young Sik Shin and Kyoung Cheon Cha

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Caffe Bene: Creating Values for Customers
Kwang Ho Ahn, Chang Jo Yoo, and Young Chan Kim

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New Product Marketing Strategy
Min Sun Yeu, Doo Hee Lee, Sang Yong Kim, and Yoo

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Brand Concept Elaboration Strategy for an Extended Brand
Seung Woo Chun, Chang Jo Yoo, Sukek Yu Lee, and Lee

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Music as a Magical Cue
In Suk Hwang, Eugene J S Won, and Sook Eun Byun

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A Case Study of Shinsegae E-mart
Chung K Kim, Mi Na Jun, Jeong Soo Han, Kim, Jun Gung Park, and Joshua Y Kim

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Editorial
Sang Yong Kim

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고객만족이 기업의 신용평가에 미치는 영향
In Soo Jeon, Myung Hoon Chun, and Jung Su Yu

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기아자동차 K5의 포지셔닝 성공사례
Ji Young Seo, Doo Hee Lee, Jong Ho Lee, and Jeon

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신한카드 브랜드구축을 위한 IMC전략
Kwang Ho Ahn, Chang Jo Yoo, and Woon Yong Park

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스폰서십의 설득의도성에 대한 소비자 반응
Myung Suh Lim, Hae Ryong Kim, and Moon Kyu Lee

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소비자 혼란이 분노를 통해 구전, 신뢰에 미치는 영향
Sun Jung Moon, Bo Hyeon Kang, and Soo Hyung Lee

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수급사업자의 기업가정신이 관계몰입을 유도하는 경로
Nak Hwan Choi, Cheol Seob Byeon, and Yong Gyun Lee

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제휴 프로모션에 관한 탐색적 연구
Eun Mi Lee, Hyun Hee Park, and Jung Ok Jeon

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브랜드 자산의 이동을 통한 기업브랜드의 재구축
Sung Tae Hong, Woon Bong Na, and Young Seok Son

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부정적 언론보도에 대한 기업의 대응시점 효과
Jong Chul Park, Woo Jun An, and Han Jun Lee

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블랙야크의 BI(Brand Identity) 강화전략
Chang Jo Yoo, Sang Hyun Lee, and Jung Ok Jeon

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CJ오쇼핑의 혁신적인 소매유통전략
Sang Lin Han, Sang Hyun Lee, and Sung Tae Hong

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관계혜택과 브랜드 동일시의 역할에 관한 탐색적 연구
Joung Hae Bang, Ji Yeon Jung, Eun Hyung Lee, and Kang

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한국형 기업의 사회적 책임활동 측정을 위한 척도 개발 연구
Jong Chul Park, Jong Chul Par, Kyung Jin Kim, and Lee

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글로벌 기업 도약을 위한 롯데쇼핑의 마케팅전략
Jin Yong Lee, Chung Koo Kim, and Young Hyuck Joo

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어떤 상황에서 소비자는 다수의 선택을 따를까?
Moon Seop Kim, Hyun Min Oh, and Jae Il Kim

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고객시민행동의 주요 선행 및 결과 변수에 관한 연구
Mi Young Park, Jeong Eun Park, and Sung Ho Lee

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한국 암웨이 대의명분 마케팅
Chang Jo Yoo, Heung Soo Park, Seong Ho Kang, Kwon, and Su Jung Bae

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대한항공의 문화마케팅 전략
Chang Jo Yoo, Kwang Ho Ahn, and Dong Hoon Kim

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기아자동차 SOUL의 혁신적인 제품전략
Doo-Hee Lee, Jong-Ho Lee, and Ki Heung Jeon

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A Study on the MOT of Household Telecommunication Services
Minhee Son, Kyesook Han, and Hyoyeol Lim

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Consumer Typology and Online Travel Websites
Hong Youl Ha, Felix Mavondo, and Siva Muthaly

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Doing Business in India
Yong June Kim and Joon Hwan Lee

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Marketing Feng Shui to Asia
Bela Florenthal, Noriko Yagi, and Hong Jiang Xu

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가치구조와 환경소비주의에 관한 타 문화간 비교연구
Yeon Shin Kim, Se Jung Marina Choi, and Nora Rifon

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사회공헌활동을 통한 삼성테스코의 지속가능경영
Young Chan Kim, Kwang Ho Ahn, and Young Kyun Lim

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온라인 고객 리뷰의 분류 항목별 차이 분석
So Young Yang, Hyung Su Kim, and Young Gul Kim

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효율적인 고객 관리를 통한 대우증권의 1등 전략 사례
Moon Kyu Lee, Heung Soo Park, Ick Hyun Kwon, Kim, and Sung Ho Kang

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세계 최초 알칼리수 소주, <처음처럼>
Heung Soo Park, Dong Hoon Kim, and Dong Jin Lee

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설화수의 글로벌 전략
Sang Man Han, Jae H. Pae, and So Young Kim

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동원참치의 브랜드관리를 통한 제품차별화 전략
Kang Ho Ahn, Chang Jo Yoo, and Young Chan Kim

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금호렌터카의 고객만족 경영
Young Won Ha, Kyung Do Park, and Jin Yong Park

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캐릭터 디자인과 소비자 반응
Hae Ryong Kim, Sun Dai Hwang, and Min Sung

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컨조인트 모형의 속성 유의성을 검증하기 위한 새로운 비모수통계 검증법
Min Hi Hahn, Hyun Mo Kang, Jin Seok Hyun, Park, Yong J. Hyun, and Krishnamurithi Lakshman

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조직동일시 개념을 활용한 세일즈맨 성과향상
Hee Seung Sung, Dong Chul Han, Do Yle Kim, and Kim

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빙그레 요플레의 시장 선도적 신제품 마케팅전략
So Young Kim, Heon Soo Jung, and Young Chan Kim

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한국그런포스펌프㈜: 마케팅활동의 현지화 및 차별화
Seong Yeon Park, Hong Jai Rhee, and Young Hyuck Joo

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비영리교육기관의 공익마케팅
Young Sik Kwak, Pil Hwa Yoo, and Sung Wook Youn

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확산과정에서의 세 번째 의사전달경로
Sang June Park and Chang Hoon Shin

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파크랜드의 마케팅 전략 사례연구
Jung Ok Jeon, Bong Jin Cho, and Sung Tae Hong

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대한항공의 인터넷 마케팅 전략
Jae Il Kim, Jin Gyo Kim, and Dong Hoon Kim

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롯데마트: 사회적 책임구현과 윤리경영의 실천
Chang Ho Oh, Jong Won Lim, and Geon Cheol Shin

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와이브로 서비스(WiBro service) 상용화를 위한 시장개발전략
Young Chan Kim, Kyoung Yong Jee, Moon Koo Kim, and Kim

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CRM 고객데이터 분석을 통한 이탈고객 연구
Sang Yong Kim, Ji Yeon Song, and Gi Soon Lee

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컨버전스 제품에 대한 소비자 평가
Hae Ryong Kim, Shin Myung Hong, and Moon Kyu Lee

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현대카드: 라이프스타일에 따른 차별화 마케팅
Byung Joon Moon, Jae Il Kim, and Chang Jo Yoo

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유한킴벌리의 공익연계마케팅
성호 이, 의록 황, and 길상 안

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신화를 창출한 애니콜의 브랜드 전략
소은 현, 민희 한, and 종석 예

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Brand Value-Up: 브랜드 진단 및 관리 모형 정립을 위한 시도
영원 하, 성률 전, 익태 김, 김, and 성민 홍

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시장 진입순서 연구에 관한 통합적 접근
서일 채, 준상 여, and 계숙 한

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한,일 양국 신세대의 소비문화에 관한 비교연구
Soug Shin Choi, Katakami Hiroshi, and Gwang Bae Lee

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두산 "산" 소주
Sang Man Han and Young Won Ha

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제품 개발과 디자인의 성공 사례
Hyong Jae Rhee and Gill Sang Ahn

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롯데리아의 성공 사례
Young Seok Son and Jae Il Kim

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고객세분시장에 따른 KTF의 브랜드전략
Sang Yong Kim, Seo Il Chaiy, and Min Hi Hahn

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소비자 구매행동 단계별 유통점의 영향력에 관한 연구
Kyung Seok Shin, Yong Woo Kim, Hyoung Keun Yang, and Park

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바람직한 상호변경에 관한 탐색적 연구
Dae Ryun Chang, Gang Ok Jung, and Dong Ryun Chang

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제품평가에 있어서 전문성에 따른 단서효과
Nak Hwan Choi, Jin Ryeol Lee, and Kwang Jin Na

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인터넷 쇼핑몰에 대한 고객애호도의 결정요인
Jang Woo Lee, Hyun Kyung Kim, and Moon Kyu Lee

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한국통신의 신상품 메가패스의 마케팅 전략
성호 이, 서일 채, and 래안 박

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선행적 대응을 통한 새로운 시장개척 사례
세조 오, 동성 곽, 해선 이, and 김

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4P 스키마타를 넘어서
In Soo Chun and Il Hyun Bae

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고객만족 개념의 재정립
명호 박 and 형지 조

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서비스품질과 서비스가치
Hak Sik Lee and Young Kim