Concepedia

Nam‐Hyun Um

NU

22

Publications

757

Citations

15

H-Index

2002

Active since

Affiliations

Hongik University(Current)

University of Wisconsin–Whitewater

The University of Texas at Austin

Chinese University of Hong Kong

Nam‐Hyun Um is an author at Hongik University specializing in marketing, management, and consumer research.

Top concepts

MarketingManagementConsumer ResearchMarketing CommunicationAdvertisingCommunicationBrand AwarenessArtsSocial InfluenceInteractive Marketing

Publications per year

2002–2023

22

Publications

22

An Exploration of the Effects of Negative Political Advertising on Political Decision Making

Bruce E. Pinkleton, Nam‐Hyun Um, Erica Weintraub Austin · Journal of Advertising · 2002 · 155 citations

Political Decision, Negative Political Advertising, Targeted Advertising +17

Celebrity Scandal Fallout: How Attribution Style Can Protect the Sponsor

Nam‐Hyun Um · Psychology and Marketing · 2013 · 89 citations

Brand Strategy, Consumer Research, Social Influence +28

Antecedents and Consequences of Consumers' Attitude toward Social Commerce Sites

Nam‐Hyun Um · Journal of Promotion Management · 2018 · 63 citations

Customer Satisfaction, Consumer Research, Technology Adoption +19

Does gay-themed advertising haunt your brand?

Nam‐Hyun Um · International Journal of Advertising · 2014 · 57 citations

Brand Strategy, Consumer Research, Consumer Engagement +17

Determinants for Effects of Celebrity Negative Information: When to Terminate a Relationship with a Celebrity Endorser in Trouble?

Nam‐Hyun Um, Sojung Kim · Psychology and Marketing · 2016 · 50 citations

Social Psychology, Consumer Research, Brand Strategy +27

Rows per page

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