Moon‐Kyung Cha

Effects of Customer Participation in Corporate Social Responsibility (CSR) Programs on the CSR-Brand Fit and Brand Loyalty

Moon‐Kyung Cha, Youjae Yi, Richard P. Bagozzi · Cornell Hospitality Quarterly · 2015 · 185 citations

Brand Strategy, Consumer Research, Brand Loyalty +20

Does social trust always explain the active use of sharing-based programs?: A cross-national comparison of Indian and U.S. rideshare consumers

Moon‐Kyung Cha, Hee-Jung Lee · Journal of Retailing and Consumer Services · 2021 · 36 citations

Trust Metric, U.s. Rideshare Consumers, Public Policy +13

The relationship between anti‐consumption lifestyle and the trust triangle in a ride‐sharing platform: A cross‐cultural study of U.S. and Indian consumers

Hee Jung Lee, Moon‐Kyung Cha · International Journal of Consumer Studies · 2021 · 30 citations

Consumer Uncertainty, Consumer Study, Consumer Research +22

Why do consumers buy NFTs?: Multi-path of attitude and the bandwagon effect

Won-jun Lee, Moon‐Kyung Cha · Asia Pacific Journal of Marketing and Logistics · 2023 · 22 citations

Customer Satisfaction, Bandwagon Effect, Behavioral Decision Making +20