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What We Do

Experiential

 Consumption

Branding

Measurment

&

Data Analys

1       2       3      4       5

Sponsorship

&

Endorsement

&

CSR

Entertainment

Technology

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Consumer Psychology & Behavior

Experiential Consumption

Selected Publications 

  • Asada, A., Ko, Y. J., & Jang, E. W. (2020). Effects of relative size and homogeneity of sports fan community on potential                  fans’ support intentions. Journal of Sport Management, 34, 103-119

  • Kim, S. W., Connaughton, D., Sagas, D., & Ko, Y. J. (2020). Concussion knowledge, attitude, and risk management                        practices of high school girls’ soccer coaches. The Physical Educator, 77, 851-875.

  • Ko, Y. J., Kim, Y. K., Kim, T., Arai, A., Rhee, Y. C., & Park, C. (2020). The impact of perceived trustworthiness on trust                  and commitment: A case of boosters in a university athletic program. Sport in Society, 23(2), 180-203.

  • Jang, E. W., Kwak, D., & Ko, Y. J. (2020). Vitalizing effect of playing fantasy sports: Effects of competitive goal framing,              involvement, and competitiveness trait. European Sport Management Quarterly, 20(4), 403-420.

  • Chang, Y., Schull, V., & Kihl, L. A. (2020). Remedying stereotype threat effects in spectator sports. Journal of Sport                       Management. Advance online publication. https://doi.org/10.1123/jsm.2020-0011

  • Jang, E. W., Lee, J. S., Kwak, D., & Ko, Y. J. (2019). Meaningful vs. hedonic consumption: The effects of elevation on                   online sharing and information seeking behaviors. Telematics and Informatics, 45(Dec), 101298.

  • Asada, A., & Ko, Y. J. (2019). Conceptualizing relative size and entitativity of sports fan community and their roles in sport           socialization. Journal of Sport Management, 33(6), 530-545.

  • Reifurth, K. R. N., Evans, K., James, J. D., & Ko, Y. J. (2019). The rivalry effect: The potential to foster (lapsed) donor                 giving. Journal of Applied Sport Management, 11(4), 1-14.

  • Asada, A., & Ko, Y. J. (2019). The effectiveness of word of mouth in spectator sport: A gender difference perspective. Sport           Marketing Quarterly, 28, 135-147.

  • 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, 3395- 3414.

  • Chang, Y. (2019). Spectators’ emotional responses in tweets during the Super Bowl 50 game. Sport Management Review,               22, 348-362.

  • Jang, E. W., Wann, D., & Ko, Y. J. (2018). Influence of team identification, game outcome, and game process on sport                   consumers’ happiness. Sport Management Review, 21, 63-71.

  • 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.

  • Jang, E. W., Ko, Y. J., Wann, D., & Kim, D. (2017). Does spectatorship increase happiness? The energy perspective.                        Journal of Sport Management, 31, 333-344.

  • Chang, Y., & Ko, Y. J. (2017). Consumers’ perceived post purchase risk in luxury services. International Journal of                        Hospitality Management, 61, 94-106.

  • 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, 213-228.

  • Jang, W. S., Ko, Y. J., Wann, D. L., & Chang, Y. (2017). The relative effects of game outcome and process on fans’ media                consumption experiences. European Sport Management Quarterly, 17, 635-658.

  • Tasci, A., & Ko, Y. J. (2017). Travel needs revisited. Journal of Vacation Marketing, 23(1), 20-36.

  • Chang, M. J., Kang, J., Ko, Y. J., & Connaughton, D. (2017). The effects of perceived sport team performance and social                 responsibility on pride and word of mouth intention. Sport Marketing Quarterly, 26(1), 31-41

  • Sato, S., Ko, Y. J., Kaplanidou, K., & Connaughton, D. (2016). Consumers’ comparative evaluation judgment of athlete                   endorsers. Journal of Sport Management, 30, 553-565.

  • Jang, W., Ko, Y. J., Morris, J., & Chang, Y. (2015). Scarcity message effects on consumption behavior: Limited edition                     product considerations. Psychology & Marketing, 32, 989-1001.

  • Jang, W., Ko, Y. J., & Stepchenkova, S. (2014). The effect of message appeal on consumer attitude: A moderating effect of               involvement and event value-orientation. International Journal of Sport Communication, 7, 337 - 356.

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Sponsorship & Branding

Sponsorship & Endorsement

Selected Publications

  • Kim, D., Ko, Y. J., Lee, J., & Sato, S. (2020). The Effect of attribution on athlete scandals: Consumer responses toward                 scandalized athletes and endorsements. Sport Marketing Quarterly, 29(4). 

  • Kim, D., Ko, Y. J., Kim, Y., & Lee, J. L. (2019). The Impact of CSR-Linked Sport Sponsorship on Consumers’ Reactions to           Service Failures. International Journal of Sports Marketing and Sponsorship, 21(1), 70-90.

  • 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, 413-425.

  • 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, 1257- 1279.

  • 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, 176-186.

  • Sato, S., Ko, Y. J., Kaplanidou, K., & Connaughton, D. (2016). Consumers’ comparative evaluation judgment of athlete                   endorsers. Journal of Sport Management, 30, 553-565.

  • Chang, Y., & Ko, Y. J. (2016). Reconsidering the role of fit in celebrity endorsement: Associativepropositional evaluation                 (APE) accounts of endorsement effectiveness. Psychology & Marketing, 33, 678-691.

  • Jang, W., Kim, H. Y., Ko, Y. J., & Jeong, S. (2015). The effect of world ranking for the selection of athlete endorsers: The                 case of Professional Golf Association. International Journal of Sport Communication, 8, 411-430.

  • Sato, S., Ko, Y. J., Park, C., & Tao, W. (2015). Athlete reputational crisis and consumer evaluation. European Sport                        Management Quarterly, 15, 434-453.

  • Chang, Y., Ko, Y. J., Tasci, A., Arai, A., & Kim, T. H. (2014). Strategic match of athlete endorsement in global markets: An            associative learning perspective. International Journal of Sports Marketing and Sponsorship, 15, 253-271.

  • Ko, Y. J., Rhee, Y. C., Kim, Y. K., & Kim, T. (2014). The influence of corporate social responsibility on donor behavior:                   Commitment and trust perspectives. Sport Marketing Quarterly, 23, 17-26

  • Ko, Y. J., & Kim, Y. K. (2014). Determinants of consumers’ attitude formation toward sport sponsorship: A tale from                       college athletics. Journal of Nonprofit and Public Sector Marketing, 26, 1- 23.

  • Ko, Y. J., Rhee, Y. C., Walker, M., & Lee, J. (2014). What motivates donors to athletic programs: A new model of donor                   behavior. Nonprofit and Voluntary Sector Quarterly, 43, 523-546.

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Entertainment Technology

Entertainment Technology

Selected Publications 

  • Kim, D., & Ko, Y. J. (2019). The impact of virtual reality (VR) technology on sport spectators' flow experience and                         satisfaction. Computers in human behavior, 93, 346-356.

  • Ko, Y. J., Chang, Y., Rhee, Y., 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. International Journal               of Sport Science, 10, 34-45.

  • Guardia, F. R., Campos, C. P., Calabuig-Moreno, F., & Ko, Y. J. (2018). Engagement in sports virtual brand communities.               Journal of Business Research, 89, 273-279.

Scale Development

Branding

Selected Publications 

  • 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, 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 (AEI) model of athlete endorsements. Journal of Sport Management, 32,                 497-510.

  • Chang, Y., Ko, Y. J., & Leite, W. (2016). The effect of perceived brand leadership on luxury service WOM. Journal of                    Services Marketing, 30, 659-671.

  • Arai, A., Ko, Y. J., & Ross, S. (2014). Branding Athletes: Exploration and conceptualization of athlete brand image. Sport              Management Review, 17, 97-106.

Measurement & Data analytics

Selected Publications 

  • Chang, Y. (2019). Spectators’ emotional responses in tweets during the Super Bowl 50 game. Sport Management Review,                 22, 348-362.

  • Chang, Y., & Ko, Y. J. (2014). The brand leadership: Scale development and validation. Journal of Brand Management, 21,             63-80.

  • Arai, A., Ko, Y. J., & Kaplanidou, K. (2013). Athletes brand image: Scale development and model test. European Sport M              anagement Quarterly, 13, 383-403.

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