Dae Hee Kwak

Symbolic purchase in sport: the roles of self‐image congruence and perceived quality

Dae Hee Kwak, Joon‐Ho Kang · Management Decision · 2009 · 181 citations

Behavioral Decision Making, Social Psychology, Consumer Research +27

Consumers’ Responses to Public Figures’ Transgression: Moral Reasoning Strategies and Implications for Endorsed Brands

Joon Sung Lee, Dae Hee Kwak · Journal of Business Ethics · 2015 · 120 citations

Consumer Decision Making, Consumer Culture, Endorsed Brands +10

Athletes’ Transgressions and Sponsor Evaluations: A Focus on Consumers’ Moral Reasoning Strategies

Joon Sung Lee, Dae Hee Kwak, David Moore · Journal of Sport Management · 2015 · 81 citations

Moral Reasoning, Behavioral Decision Making, Consumer Study +20

Coping With Athlete Endorsers’ Immoral Behavior: Roles of Athlete Identification and Moral Emotions on Moral Reasoning Strategies

Joon Sung Lee, Dae Hee Kwak, Jessica R. Braunstein‐Minkove · Journal of Sport Management · 2016 · 74 citations

Moral Reasoning, Ethical Dilemma, Behavioral Decision Making +26

Exploring the Role of Emotions on Sport Consumers' Behavioral and Cognitive Responses to Marketing Stimuli

Dae Hee Kwak, Yukyoum Kim, Edward R. Hirt · European Sport Management Quarterly · 2011 · 73 citations

Affective Design, Consumer Motivation, Consumer Research +24