Younghan Lee

Athlete Endorsement, Attitudes, and Purchase Intention: The Interaction Effect Between Athlete Endorser-Product Congruence and Endorser Credibility

Younghan Lee, Jakeun Koo · Journal of Sport Management · 2015 · 148 citations

× 2, Behavioral Decision Making, Digital Marketing +26

Sponsor-event congruence effects: The moderating role of sport involvement and mediating role of sponsor attitudes

Jakeun Koo, Younghan Lee · Sport Management Review · 2018 · 78 citations

Can a Celebrity Serve as an Issue-Relevant Argument in the Elaboration Likelihood Model?

Younghan Lee, Jakeun Koo · Psychology and Marketing · 2016 · 57 citations

Brand Strategy, Consumer Research, Elaboration Likelihood Model +23

Investigating ‘Fear of Missing Out’ (FOMO) as an extrinsic motive affecting sport event consumer’s behavioral intention and FOMO-driven consumption’s influence on intrinsic rewards, extrinsic rewards, and consumer satisfaction

Jeeyoon Kim, Younghan Lee, Kim Mi-Lyang · PLoS ONE · 2020 · 52 citations · Full text

Behavioral Intention, Behavioral Decision Making, Consumer Motivation +23

The impact of social interaction and team member exchange on sport event volunteer management

Younghan Lee, Kim Mi-Lyang, Jakeun Koo · Sport Management Review · 2016 · 46 citations