동국대학교 의료기기산업학과

교수소개

마케팅

본문

여 준 상 교수
직위 교수
강의분야 마케팅
연구분야 Consumer Psychology, Brand Management
학사학위과정 BBA : Korea University (Business Administration)
석사학위과정 MBA : Korea University (Marketing)
박사학위과정 PhD : Korea University (Marketing)
경력 • 2006 ~ Present : Assistant Professor, Dongguk Business School (Teaching courses: Marketing Principle, Consumer Behavior, Brand Management)
• 2002 ~ 2006 : Lecturer, Korea University, SungKyunKwan University, Kookmin University, Seoul National Universit
연구업적

§ Peer Reviewed Journal (Peer reviewed journal articles): 



"The Influence of Regulatory Focus on Simulation Focus Effect", 2011



"Effect of Mental Simulation on Consumer Response to Innovative New Product", 2010



"Effects of Regulatory Focus, Difficulty of Making Extension, and Parent-Extension Similarity on Brand Extension Evaluations", 2010



"Effects of Mode of Comparative Appeal and Type of Product to Consumers' Attitude", 2010



"Effect of Gender Consistency on Brand Extension Evaluation", 2010



"A Study for the Effect of Regulatory Fit on Beauty Service and Product", 2010



"Nutrilite's Brand Management and Strategic Role of Advertising Campaign: Focus on Background, Strategy, and Performance", 2010



"Content Analyses on Marketing Studies in Korea: on Research Subject and Methodology", 2010



"A Qualitative Study for Implications of Service Improvement of Fixed Pay-TV", 2010



"Effects of Mental Simulation and Brand Reputation on Product Evaluation", 2010



"Effects of Overexposure of Celebrity Endorser on Consumer's Attitude: Moderating Role of Fitness", 2009



"Effect of Product Involvement on consumers' Response to Teaser Ad.", 2009



"Effect of Product Type on Consumer Response to Sexual Appeal Ad.", 2009



"Effects of Service Experience and Brand Reputation on Intention by Word of Mouth : Focused on Beauty Salon Service", 2009



"A Structural Model of Salesperson Characteristics, Sales Behavior, and Sales Performance: Extension of Prior Model," Journal of Korean Marketing Association, Vol. 23, No. 1, 2008 



"Effects of Self-Regulatory Focus and Product Type on Consumers' Response to Comparative Ad.," Advertising Research, Vol. 77, 2007 



"Moderating Effect of BRQ in the Influence of Parent-Extension Similarity on Extension Evaluations," Journal of Business Research, Vol. 22, No. 4, 2007 



"A Qualitative Study on Consumers' Behavioral Characteristics through Purchase Process: Case for Portable Electronic Devices," Journal of Marketing Studies, Vol. 15, No. 4, 2007 



"Moderating Role of Self Regulatory Focus in Effect of Comparison Type on Brand Attitude," Korean Journal of Advertising, Vol. 18, No. 5, 2007 



"Cultural Differences in Brand Extension Judgments and Feedback Effects," Advances in Consumer Research, Vol. 34, 2007  



"Effects of Parent-Extension Similarity and Self Regulatory Focus on Brand Extension Evaluations," Journal of Consumer Psychology, Vol. 16, No. 3, 2006 



"The Effects of Difficulty of Making Extension and Parent-Extension Similarity on Brand Extension Evaluations," Korean Journal of Advertising, Vol. 17, No. 3, 2006 



"The Effects of Brand Relationship Quality and Type of Store on Consumer Reactions to Service Failure," Journal of Marketing Studies, Vol. 14, No. 4, 2006 



"A Study for The Influence of Regulatory Focus on Brand Extension Evaluation and Its Mediating Process," Journal of Consumption Culture, Vol. 9, No. 4, 2006 



"The New Product Marketing Strategy for Diffusion of DMB Mobile Phone," Telecommunications Review, Vol. 15, No. 5, 2005 



"Effects of Counterfactual Thinking and Parent-Extension Similarity on Brand Extension Evaluations," Advertising Research, Vol. 69, 2005 



"Interactive Effects of Breadth of Parent Brand and Product Category Similarity of an Extension on Attitudes toward the Extension and Parent Brand Beliefs," Korean Management Review, Vol. 33, No. 5, 2004 



"Order of Entry: A Conceptual Synthesis and Future Research," Korean Journal of Marketing, Vol. 5, No. 4, 2003 






 

§ Books (Scholarly books): 



Contrarian Marketing, One and One Books, Seoul, Korea, 2004 



The 33 Immutable Laws of Marketing in Korea, TheNan Publisher, Seoul, Korea, 2003 






 

§ Peer Reviewed Proceedings (Peer reviewed proceedings from scholarly meetings):



"A Study for Consumers' Response to Scarcity Message," in Proceedings of the 2008 Korean Association of Industrial Business Administration Winter Conference, Taegu, Korea, February, 2008 



"Influences of Brand Concept on BRQ Effect," in Proceedings of the 2007 Korean Strategic Marketing Association Fall Conference, Taegu, Korea, November, 2007



"The Research on Consumer Utility and Segmentation in Telecommunication Service Bundling," in Proceedings of the 2006 Korean Consumption Culture Association Spring Conference, Seoul, Korea, May, 2006 



"Effect of Parent-Extension Regulatory Consistency on Brand Extension Evaluation," in Proceedings of the 2006 Korean Strategic Marketing Association Spring Conference, Taegu, Korea, April, 2006 



"Interactive Effects of Parent Brand's Attitude Level and Parent-Extension Similarity on Brand Extension Evaluations," in Proceedings of the Korean Advertising Society 2005 Annual Conference, Seoul, Korea, November, 2005 

E-mail marnia@dongguk.edu
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