성용준 교수


연구 분야

브랜딩(branding), 소비자심리(consumer psychology), 디지털 미디어(digital media), 지속가능성(sustainability), 인공지능(artificial intelligence)


기본 정보

최종 학위

매스컴 박사

사무실

이메일

전화번호

서울시 성북구 안암로 145 인문계 캠퍼스 법학관 구관 406호

sungyj@korea.ac.kr

02-3290-2869

학력

2006 Ph.D., University of Georgia, Athens, GA, Mass Communication (Emphasis in Consumer/Advertising Psychology)

2003 M.A., University of Georgia, Athens, GA, Journalism and Mass Communication (Emphasis in Advertising)

1999 B.A., Iowa State University, Ames, IA, Journalism and Mass Communication (Emphasis in Advertising)


경력

현) 부편집위원장, Journal of Interactive Advertising

현) 편집위원, Journal of Advertising

현) 편집위원, International Journal of Advertising

현) 상임이사, 한국소비자학회

현) 상임이사, 한국여가문화학회

현) 이사, 국제ESG협회


전) 회장, 한국소비자광고심리학회

전) 편집위원장, 광고학연구

전) 부회장, 한국광고학회

전) 부회장, 학술위원장, 한국소비자광고심리학회

전) 총무이사, 연구이사, 한국광고학회

전) 연구이사, 한국광고홍보학회

전) 평가위원, 공공기관 경영평가단

전) 실장, 고려대학교 교육매체실

전) 부교수, Southern Methodist University

전) 조교수, The University of Texas at Austin


연구 논문

Kim, T., Jin, H., Hwang, J., Kim, N., Im, J., Jeon, H., & Sung, Y. (2024). 

Being excluded in the metaverse: Impact of social ostracism on users’ psychological responses and behaviors. 

International Journal of Information Management. 78, 102808


Lee, J. A., Cho, Y., Jung, Y., Kim, J., & Sung, Y. (2024). 
Social comparison on Instagram among millennial mothers: The relationships between envy and parental stress. 
New Media & Society, 14614448241243098.


Ahn, J., Kim, J., & Sung, Y. (2024). 

The role of perceived freewill in crises of human-AI interaction: the mediating role of ethical responsibility of AI.

International Journal of Advertising, 43(5), 847–873.


Park. S., & Sung. Y. (2023).

The Interplay between Human Likeness and Agency on Virtual Influencer Credibility.

Cyberpsychology, Behavior, and Social Networking, 26(10), 764-771.


김정원, 안정용, 성용준. (2023).

전자담배와 연초에 대한 유해성 인식과 각종 담배 규제 방식에 대한 인식 비교.

헬스커뮤니케이션연구, 22(2), 49-103.


황재희, 성용준. (2023).

챗봇의 의인화 수준과 메시지 소구 유형이 상품 구매의도에 미치는 영향.

한국심리학회지: 소비자·광고. 24(3), 245-266.


안정용, 김정원, 성용준. (2023).

Motivations for ZEPETO Use: Usage Period, Time, and Money Spent in Metaverse. 

한국HCI학회 논문지, 18(2), 27-34.


Ryoo, Y., Kafiliveyjuyeh, S., Lee, J. A., Kim, W., Sung, Y. (2023).

The impact of materialism and moral identity on post-neutralization behavior in social media environmental campaigns.

International Journal of Advertising, 1-31. 


안정용, 김정원, 성용준. (2023).

담배 소비에 대한 소비자 인식: 연초담배와 궐련형 전자담배의 비교를 중심으로.

소비자학연구, 34(3), 55-77. 


김정원, 성용준. (2023). 

개인정보 공개 상황에서 인공지능 에이전트 신뢰 지각에 영향을 미치는 요인. 

소비자학연구, 34(3), 23-53.


민승, 김지원, 성용준. (2023).

브랜드 성격을 기반으로 한 정책 수용도와 부처 신뢰의 선행 요인 탐구. 

한국광고홍보학보, 25(2), 186-227.


안정용, & 성용준. (2022).

인간 vs. 가상인간 인플루언서의 광고 설득효과 비교: 지각된 역량, 경험의 매개효과를 중심으로.

광고학연구, 33(8), 31-52.


Lee, J. A., Lee, S. Y., Ryoo, Y., Kim, W., & Sung, Y. (2022).

The Psychological Consequences of Enving Influencers on Instagram.

Cyberpsychology, Behavior, and Social Networking.


Jin, H., Hwang, J., Luo, B., Kim, T., & Sung, Y. (2022). 

Licensing Effect of Pro-Environmental Behavior in Metaverse. 

Cyberpsychology, Behavior, and Social Networking.


김정원, 박소연, 성용준. (2022). 

소비자 인식을 기반으로 한 지속가능한 소비의 제약 요인 추출과 구매, 사용, 폐기 행동 간의 관계. 

소비문화연구, 25(1), 105-131.


Ahn, J., Kim, J., & Sung, Y. (2022). 

The Effect of Gender Stereotypes on Artificial Intelligence Recommendations. 

Journal of Business Research, 141, 50-59.


Ahn, J., Kim, J., & Sung, Y. (2021).

AI-Powered Recommendations: The Roles of Perceived Similarity and Psychological Distance on Persuasion. 

International Journal of Advertising, 40(8), 1366-1384. 


Kim, J., & Sung, Y. (2021).

Artificial Intelligence Is Safer for My Privacy: Interplay Between Types of Personal Information and Agents on Perceived Privacy Risk and Concerns.

Cyberpsychology, Behavior, and Social Networking, 25(2), 118-123.


진형록, 안정용, 성용준. (2021). 

자기해석과 인공지능 추천 메시지 유형 간의 상호작용효과가 인공지능 추천 서비스 설득효과에 미치는 영향. 

한국심리학회지: 소비자·광고. 22(3), 319-342.


Jung, Y., Ahn, J., & Sung, Y. (2021). 

The Effects of Social Comparison in Social Media on High Intensity Sensory Consumption. 

한국 HCI 학회 논문지, 16(1), 43-51. 


안정용, 성용준 (2021). 

의인화가 인공지능의 윤리적 책임 평가에 미치는 영향: 지각된 자유의지의 매개효과를 중심으로. 

한국심리학회지: 소비자·광고. 22(2), 155-177.


Ahn, H., Yim, M. Y., & Sung, Y. (2021). 

When metaphors become more persuasive: The interplay between goal orientation of ad claims and metaphor. 

International Journal of Advertising. 1-22.


김정원, 성용준 (2021). 

사용자 인식을 기반으로 한 디지털 개인 정보 유형 연구. 

한국심리학회지: 소비자· 광고 22 (1), 1-24.


Li, X., & Sung, Y (2021). 

Anthropomorphism Brings Us Closer: The Mediating Role of Psychological Distance in User–AI Assistant Interactions. 

Computers in Human Behavior, 118, 106680.


Kim, T. & Sung, Y. (2021). 

CEOs’ self-disclosure on Instagram and consumer-brand relationships: the moderating effect of relationship norms.

International Journal of Advertising, 40(6), 897-921.


Ryoo, Y., Jeon, YA., & Sung, Y. (2021) 

Interpret me! The interplay between visual metaphors and verbal messages in advertising.

International Journal of Advertising, 40(5), 760-782.   


Kim, A., & Sung, Y. (2020). 

My Privacy and Control Matter: Understanding Motivations for Using Untact Services. 

Cyberpsychology, Behavior, and Social Networking. 24(6), 426-431


홍윤서, LI XINGE, 성용준 (2020). 

사회적 배제가 은유적으로 따뜻한 제품 선호에 미치는 영향. 

한국심리학회지: 소비자·광고, 21(4), 559-581. 


김정원, 송유진, 성용준, 최세정 (2020). 

아리아 고마워! : 노인 사용자의 AI 스피커에 대한 기능적, 정서적 평가. 

Journal of Media Economics & Culture, 18(4), 2020.11, 7-35.


김가혜, 김정원, 성용준 (2020). 

OTT 서비스의 개인화 추천이 밀레니얼 세대의 서비스 평가에 미치는 영향: 다양성 추구 경향성을 중심으로. 

한국 HCI 학회 논문지, 15(3), 43-53.


Ahn, J., Kim, A., & Sung, Y. (2020). 

The effects of sensory fit on consumer evaluations of co-branding. 

International Journal of Advertising, 39(4), 486-503


Kim, T., Sung, Y., & Moon, J. (2020). 

Effects of Brand Anthropomorphism on Consumer-Brand Relationships on Social Networking Site Fan Page: The Mediating Role of Social Presence. 

Telematics & Informatics, 51, 101406.  


Ryoo, Y., Sung, Y., & Inna, C. (2020).  

What makes materialistic consumers more ethical? Self-benefit vs. other-benefit appeals. 

Journal of Business Research, 110, p. 173-183 


이은지, 성용준 (2020). 

"헤이 카카오!" : 소비자-인공지능 기기의 상호작용 요인에 대한 질적 연구

한국심리학회지: 소비자·광고, 21(1), 21-53.


Lee, J., Lee, J., Song, YA., Ahn, H., Lee, E., & Sung, Y. (2020)

Self-Disclosures on Facebook: The Two Faces of Narcissism

International Journal of Advanced Culture Technology, 8(2), 139-145


Men, L. R. & Sung, Y. (2019). 

Shaping Corporate Character Through Symmetrical Communication: The Effects on Employee-Organization Relationships

International Journal of Business Communication, 2329488418824989.  


안정용, 성용준 (2019). 

내/외집단 기부 수혜자에 대한 심리적 거리가 기부 캠페인 설득 효과에 미치는 영향: 기부자의 자기해석성향과 광고 메세지 유형의 조절된 매개효과를 중심으로. 

한국심리학회지: 소비자·광고, 20(4), 423-444.


Lee, E., Lee, G., & Sung, Y. (2019). 

#DeleteFacebook: Antecedents of Facebook fatigue. 

Cyberpsychology, Behavior, and Social Networking, 22(6), 417-422.


Choi, T. R., Choi, J. H., & Sung, Y. (2019).

I hope to protect myself from the threat: The impact of self-threat on prevention- vs. promotion-focused hope.

Journal of Business Research, 99, p. 481-489. 


Lee, E., Choi, T. R., Lee, T., & Sung, Y. (2019).

Using Instagram While “In a Relationship”: The Roles of Narcissism and Self-Esteem.

Journal of Individual Difference, 40, p. 111-117.


Kim, A., Cho, M., Ahn, J. Y., & Sung, Y. (2019). 

Effects of Gender and Relationship Type on the Response to Artificial Intelligence.

Cyberpsychology, Behavior, and Social Networking, 22(4), 249-253. 


이은지, 이종민, 성용준(2019).

사용자 특성과 기기 가치에 따른 가상개인비서 만족도: 기능적, 정서적 만족도 중심으로.

한국심리학회지: 소비자·광고, 20(1), p. 55-83.


Choi, T. R., & Sung, Y. (2018).

Instagram versus Snapchat: Self-expression and privacy concern on social media.

Telematics and Informatics, 35(8), 2289-2298.


전소정, 성용준, 양은주 (2018).

소셜미디어 이용행동과 여성의 신체상의 관계.

한국심리학회지: 여성, 23(1), 69-89.


안정용, 조민하, 곽은아, 성용준 (2018).

브랜드 의인화가 광고 설득 효과에 미치는 영향.
한국심리학회지: 소비자·광고, 19(3), 505-526.


이은지, 조민하, 안홍민, 성용준 (2018).

사용자 특성에 따른 페이스북 이용의 양가성.
한국 HCI 학회 논문지, 13(3), 43-53.


Lee, J., Lee, J., & Sung, Y. (2018).

Facebook Fatigue: Narcissism, Reputation Concern, and Expectation of Other's Responses.

한국 HCI 학회 논문지, 13(3), 35-42.


권오윤, 이은지, 문장호, 성용준 (2018).

소비자가 인지하는 검색 대응형 네이티브 광고의 가치와 재사용 의도: 파워콘텐츠 상품을 중심으로.

광고 PR 실학연구, 11(2), 9-29.


Sung, Y., Kim, E., & Choi, S. M. (2018).

#Me and brands: Understanding brand-selfie posters on social media.
International Journal of Advertising, 37(1), 14-28.


Kim, D. H., Sung, Y., & Drumwright, M. (2018).

'Where I come from' determines 'how I construe my future': the fit effect of culture, temporal distance, and construal level.
International Journal of Advertising, 37(2), 270-288.


이지혜, 성용준 (2018).

사물인터넷과 소비자.
한국심리학회지: 소비자·광고, 19(1), 1-23.


이은지, 이지혜, 조민하, 성용준, 최세정 (2018).

혁신성과 자기조절초점이 사물인터넷 제품 사용에 미치는 영향.
한국심리학회지: 소비자·광고, 19(1), 67-91.


박지윤, 성용준 (2018).

큐레이션 서비스 상에서 추천인 설득효과.

한국심리학회지: 소비자·광고, 19(1), 187-208.


Lin, J. S., Chen, K. J., & Sung, Y. (2018). 

Understanding the Nature, Uses, and Gratifications of Social Television: Implications for Developing Viewer Engagement and Network Loyalty. 

Journal of Broadcasting & Electronic Media, 62(1), 1-20. 


안정용, 성용준 (2017).

시간관 유형에 따른 광고 메시지 설득 효과.

한국심리학회지: 소비자·광고, 18(4), 739-755.


탁현아, 성용준, 성영신 (2017).

개인의 자기 해석 성향이 선물 소비에 미치는 영향.

한국심리학회지: 소비자·광고, 18(4), 587-607.


우혜진, 박지윤, 탁현아, 이규연, 이지혜, 성용준 (2017).

자존감 불일치와 SNS에서의 과시적 자기 표현 간의 관계. 

한국심리학회지: 소비자·광고, 18(3), 365-389.


Ryoo, Y., Hyun, N. K., & Sung, Y. (2017).

The Effect of Descriptive Norms and Construal Level on Consumers' Sustainable Behaviors.
Journal of Advertising, 46(4), 536-549.


Seo, W. J., Sung, Y., & Park, S. H. (2017).

Cultural preferences for visual and verbal communication styles in sport advertisements.
South African Journal for Research in Sport, Physical Education and Recreation, 39(2), 199-215.


Muralidharan, S., Yoon, H. J., Sung, Y., Miller, J., & Lee, A. (2017).

Following the breadcrumbs: Analyzing online product review characteristics by online shoppers review.
Journal of Marketing Communications, 23(2), 113-134.


Muralidharan, S., La Ferle, C., & Sung, Y. (2017).

Are we a product of our environment? Assessing culturally congruent Green advertising appeals, novelty, and environmental concern in India and the USA.
Asian Journal of communication, 27(4), 396-414.


Choi, T. R., Sung, Y., Lee, J-A., & Choi, S. M. (2017).

Get behind my selfies: The Big Five traits and social networking behaviors through selfies.

Personality and Individual Differences, 109, 98-101.


성영신, 성용준, 박보혜, 박하연 (2016). 

매스미디어가 기업신뢰에 미치는 영향. 

한국심리학회지: 소비자·광고, 17(4), 825-849.


Moon, J. H., Lee, E., Lee, J-A., Choi, T. R., & Sung, Y. (2016). 

The role of narcissism in self-promotion on Instagram. 

Personality and Individual Differences, 101, 22-25.


Chu, S-C., Chen, H-T., & Sung, Y. (2016).

Following brands on Twitter: An extension of theory of planned behavior. 

International Journal of Advertising, 35(3), 421-437.


Ahn, H., Sung, Y., Drumwright, M. (2016).

Consumer emotional intelligence and its effects on responses to transgressions.

Marketing Letters, 27(2), 223-233.


Kim, D. H., Sung, Y., Lee, S., Choi, D., & Sung, Y. (2016). 

Are you on timeline or news feed?: The roles of Facebook pages and construal level in increasing ad effectiveness.

Computers in Human Behavior, 57, 312-320.


Kim, E., Lee, J-A., Sung, Y., & Choi, S. (2016). 

Predicting selfie-posting behavior on social networking sites: An extension of Theory of Planned Behavior. 

Computers in Human Behavior, 62, 116-123.


Kim, Y. J., Kang, M. Y., Choi, S. M., & Sung, Y. (2016). 

To click or not to click? Investigating antecedents of advertisement clicking on Facebook. 

Social Behavior and Personality, 44(4), 657-668.


Lee, J-A., & Sung, Y. (2016). 

Hide-and-Seek: Narcissism and “selfie”-related behavior. 

Cyberpsychology, Behavior, and Social Networking, 19(5), 347-351.


Lin, J., Sung, Y., & Chen, K-J. (2016). 

Social television: Examining the antecedents and consequences of connected TV viewing. 

Computers in Human Behavior, 58, 171-178.


Sung, Y., Lee, J-A., Kim, E., & Choi, S. (2016). 

Why we post selfies: Understanding motivations for posting pictures of oneself. 

Personality and Individual Differences, 97, 260-265.  


Muralidharan, S., & Sung, Y. (2016).

Direct and mediating effects of information efficacy on voting behavior: Political socialization of young adults in the 2012 U.S. Presidential Election. 

Communication Reports, 29(2), 100-114.


Chu, S-C., & Sung, Y. (2015).

Using a consumer socialization framework to understand eWOM group membership among brand followers in Twitter.

Electronic Commerce Research and Applications, 14(4), 251-260.


Kim, D. H., Kwon, E. S., Song, Y., & Sung, Y. (2015).

Connecting to the elusive sports fan: Sports fan relationship management in Facebook. 

Journal of Advertising and Promotion Research, 4(1), 77-108.


Lee, E., Lee, J-A., Moon, J. H., & Sung, Y. (2015)

Pictures speak louder than words: Motivations for using Instagram. 

Cyberpsychology, Behavior, and Social Networking, 18(9), 552-556.


Moon, J, & Sung, Y. (2015).

Individuality within the group: A test of optimal distinctiveness principle through brand consumption. 

Social Behavior and Personality, 43(1), 15-26.


Muralidharan, S., La Ferle, C., & Sung, Y. (2015).

How culture influences the ‘social’ in social media: Socializing and advertising on smartphones in India and the USA.

Cyberpsychology, Behavior, and Social Networking, 18(6), 356-360.


Sung, Y., Choi, S.M., Ahn, H., & Song, Y. (2015).

Dimensions of luxury brand personality: Scale development and validation.

Psychology & Marketing, 32(1), 121-132.


Kwon, E. S., Kim, E., Sung, Y., & Yoo, C.Y.  (2014).
Brand Followers: Consumer motivation and attitude toward brand communications on twitter.
International Journal of Advertising, 33(4), 657-680. 


Song, Y., Ahn, H., & Sung, Y. (2014).
Cultural values reflected in financial services advertising: A cross-cultural analysis of magazine ads in the U.S. and Korea.
Journal of Services Marketing, 28(5), 349-360. 


Kim, E., Sung, Y., & Ham, S. (2014).
Brand followers’ retweeting behavior on Twitter: How brand relationships influence brand electronic word-of-mouth.
Computers in Human Behavior, 37, 18-25. 


Kim, S., & Sung, Y. (2014).
The effects of colors on brand personality in advertising.
Journal of Advertising and Promotion Research, 2(2), 86-115. 


Moon, J., Choi, S., & Sung, Y. (2014).
Shopping with friends: The social experience of virtual shopping.
Journal of Advertising and Promotion Research, 2(2), 6-24. 


Lin, J., & Sung, Y. (2014).
Nothing can tear us apart: The effect of brand identity fusion in consumer-brand relationships.
Psychology & Marketing, 31(1), 54-69.


Kim, D. H., & Sung, Y. (2013).
Gucci vs. Old Navy: Interplay of brand personality and regulatory focus in advertising persuasion.
Psychology & Marketing, 30(12), 1976-1987.


Kim, E., Lin, J., & Sung, Y. (2013).
To app or not to app: Engaging consumers via branded mobile apps.
Journal of Interactive Advertising, 13(1), 53-65. 


Moon, J., Kim, E., Choi, S., & Sung, Y. (2013).
Keep the social in social media: The role of social interaction in avatar-based virtual shopping.
Journal of Interactive Advertising, 13(1), 14-26. 


Jung, J., Sung, Y., & Lee, W. (2013).
Smart choice: Smartphone users’ intentions to accept mobile advertising.
Online Journal of Communication and Media Technologies, 3(2), 218-233. 


Song, Y., & Sung, Y. (2013).
Antecedents of nation brand personality.
Corporate Reputation Review, 16(1), 80-94. 


Kwon, M., Lee, J., Sung, Y., & Wilcox, D. (2012).
An exploratory study of luxury consumption in Korea: Implications for international marketers and advertisers.
International Journal of Marketing & Business Communication, 1(4), 1-12. 


Ahn, H., & Sung, Y. (2012).
A two-dimensional approach to between-partner fit in co-branding evaluations.
Journal of Brand Management, 19(5), 414-424.


Kwon, O., & Sung, Y. (2012).
Shifting selves and product reviews.
International Journal of Electronic Commerce, 17(1), 59-82. 


Sung, Y., Choi, S. M., & Tinkham, S. F. (2012).
Brand-situation congruity: The moderating roles of self-construal and brand commitment.
Psychology & Marketing, 29(12), 941-955. 


Sung, Y., Choi, S. M., & Lin, J. (2012).
The interplay of culture and situational cues in brand evaluations.
International Journal of Consumer Studies, 36(6), 696-701. 


Sung, Y., & Choi, S. M. (2012).
The influence of self-construal on self-brand congruity in the United States and Korea.
Journal of Cross-Cultural Psychology, 43(1), 151-166. 


Sung, Y. (2011).
The effect of usage situation on Korean consumers’ brand evaluation: The moderating role of self-monitoring.
Journal of Consumer Behaviour, 10(1), 31-40.


Sung, Y., & Choi, S. M. (2011).
Increasing power and preventing pain: The moderating role of self-construal in advertising message framing.
Journal of Advertising, 40(1), 71-85.  


Kwon, E. S., & Sung, Y. (2011).
Follow me! Global marketers’ Twitter use.
Journal of Interactive Advertising, 12(1), 4-16.


Ahn, H., Song, Y., & Sung, Y. (2011).
When the going gets tough, ads become straightforward but verbose: The influence of the recession on advertising appeals.
Journal of Financial Services Marketing, 16(3/4), 230-243. 


Lee, D. T., Sung, Y., & Choi, S. M. (2011).
Young adults’ response to product placement in movies and television shows: A comparative study of the U.S. and Korea.
International Journal of Advertising, 30(3), 479-507.


Chu, S-C., & Sung, Y. (2011).
Brand personality dimensions in China.
Journal of Marketing Communications, 17(3), 163-181.


Lee, D. T., Sung, Y., & de Gregorio, F. (2011).
Cross-cultural challenges in product placement.
Marketing Intelligence & Planning, 29(4), 366-384.  


Choi, S. M., Kim, Y., Sung, Y., & Sohn, D. (2011).
Bridging or bonding? A cross-cultural investigation of relationships in social network sites.
Information, Communication & Society, 14(1), 107-129.


Kyung, H., Kwon, O., & Sung, Y. (2011).
The effects of spokes-characters’ personalities on source credibility.
Journal of Food Products Marketing, 17(1), 65-78. 


Lee, D. T., Chung, W., Sung, Y., & Lee, J. (2011).
Korean practitioners’ managerial perspectives on brand placement.
International Journal of Integrated Marketing Communications, (Spring), 33-51. 


Sung, Y., & Park, N. (2011).
The dimensions of cable television networks personality: Implications for media brand management.
International Journal on Media Management, 13(1), 87-105. 


Sung. Y., Moon, J., Kang, M., & Lin, J. (2011). 

Actual self vs. avatar self: The effects of social contexts on self-expression. 

Journal of Virtual Worlds Research, 4(1).


Ahn, H., Kwon, M., & Sung, Y. (2010).
Online brand communities across cultures: A comparison between the U.S. and Korea.
International Journal of Business Management, 4(1), 34-52. 


Sung, Y., & Choi, S. M. (2010).
I won’t leave you though you disappoint me: The interplay between satisfaction, investment, and alternatives in determining consumer-brand relationship commitment.
Psychology & Marketing, 27(11), 1050-1074. 


Sung, Y., & Kim, J. (2010).
Effects of brand personality on brand trust and brand affect.
Psychology & Marketing, 27(7), 639-661. 


de Gregorio, F., & Sung, Y. (2010).
Understanding attitudes toward and behaviors in response to product placement: A consumer socialization framework.
Journal of Advertising, 39(1), 83-96.


Sung, Y., Kim, Y., Kwon, O., & Moon, J. (2010).
An explorative study of Korean consumer participation in virtual brand communities in social network sites.
Journal of Global Marketing, 23(5), 430-445. 


Green, B. C., Lim, S. Y., Seo, W., & Sung, Y. (2010).
Effects of cultural exposure through pre-event media.
Journal of Sport & Tourism, 15(1), 89-102. 


Sung, Y., Kim, J., & Jung, J. (2010).
The predictive roles of brand personality on brand trust and brand affect: A study of Korean consumers.
Journal of International Consumer Marketing, 22(1), 5-17. 


Jin, S., & Sung, Y. (2010).
The roles of spokes-avatars’ personalities on brand communication in 3D virtual environments.
Journal of Brand Management, 17(5), 317-327. 


Zhang, J., Sung, Y., & Lee, W. (2010).
To play or not to play: An exploratory content analysis of brand entertainment in Facebook.
American Journal of Business, 25(1), 53-64. 


Kim, J., & Sung, Y. (2009).
Dimensions of purchase-decision involvement: Affective and cognitive involvement in product and brand.
Journal of Brand Management, 16(8), 504-519. 


de Gregorio, F., & Sung, Y. (2009).
Giving a shout out to Seagram’s Gin: Extent of and attitudes towards brands in popular songs.
Journal of Brand Management, 17(3), 218-235. 


Sung, Y., de Gregorio, F., & Jung, J. (2009).
Non-student consumer attitudes towards product placement: Implications for public policy and advertisers.
International Journal of Advertising, 28(2), 257-285. 


Sung, Y., & Campbell, K. (2009).
Brand commitment in consumer-brand relationships: An investment model approach.
Journal of Brand Management, 17(2), 97-113. 


Sung, Y., & de Gregorio, F. (2008).
New brand worlds: College student consumer attitudes toward brand placement in film, television shows, songs, and video games.
Journal of Promotion Management, 14(1/2), 85-101. 


Sung, Y., & Hennink-Kaminski, H. J. (2008).
The Master Settlement Agreement and visual imagery of cigarette advertising in two popular youth magazines.
Journalism & Mass Communication Quarterly, 85(2), 291-312.


Sung, Y., Choi, J., & de Gregorio, F. (2008).
Brand placements in Korean films, 1995-2003: A content analysis.
Journal of International Consumer Marketing, 20(3-4), 39-53. 


Krugman, D. M., Morrison, M., & Sung, Y. (2006).
Cigarette advertising in popular youth and adult magazines: A ten-year perspective.
Journal of Public Policy and Marketing, 25(2), 197-211. 


Chung, H., & Sung, Y. (2006).
Online brand personality: Test of Big-Five personality dimensions.
Southwestern Mass Communication Journal, 21(2), 11-24. 


Chung, H., Ahn, E., & Sung, Y. (2006).
Does online brand have personality? From the Big-Five perspective.
Korean Journal of Advertising, 17(3), 197-224. 


Krugman, D. M., Quinn, W., Sung, Y., & Morrison, M. (2005).
Understanding the role of cigarette promotion and youth smoking in a changing marketing environment.
Journal of Health Communication, 10(3), 261-278. 


Sung, Y., & Tinkham, S. F. (2005).
Brand personality structures in the United States and Korea: Common and culture-specific factors.
Journal of Consumer Psychology, 15(4), 334-350.