Volume 15, Issue 4 (2013)
Articles
Diversification Strategy through Market Creation
Jae Seok Jeong, Nam Jung Kim, Hyun Joo Lim, Kang, and Jung Hoon Moon
Willingness to pay for eco-friendly products
Soon Hee Joung, Sun Wook Park, and Yoon Jin Ko
The Effect of Regulatory Focus on the Link Between Purchase Behavior and Redemption Behavior
Ji Yoon Kim
Exploring the Role of Preference Heterogeneity and Causal Attribution in Online Ratings Dynamics
Wu Jin Chu and Min Jung Roh
Effects of Storytelling in Advertising on Consumers` Empathy
Myung Jin Park and Doo Hee Lee
Is corporate rebranding a double-edged sword? Consumers` ambivalence towards corporate rebranding of familiar brands
Grace Ing Phang
How much change is optimal when a brand is newly rebranded?
Kyoung Hee Chu, Doo Hee Lee, Min Sun Yeu, and Park
Oriental Brewery, Co. Ltd. Vitalizing Cass Brand through Brand Portfolio Strategy
Sung Tai Hong, Young Seok Son, and Woon Bong Na
Successful Marketing Strategies in Emerging Markets
Young Chan Kim, Jai Hak Chung, and Hyung Sik Jung
Fantastic Collaboration of Financial Services and Telecommunication
Seon Min Lee, Seung Woo Chun, Young Hyuck Joo, and Yoo
