Journal Articles

1. Bang, H., Choi, D., Baek, T. H., Oh, S., & Kim, Y. (2019). Leveraged brand evaluations in branded entertainment: Effects of alliance exclusivity and presentation style. International Journal of Advertising. https://doi.org/10.1080/02650487.2019.1672328 [IF = 2.234] 

2. Mayer, J. M. Baek, T. H., Mayer, A., & Peev, P. (2019). A retrospective examination of female model portrayals in male youth-targeted cigarette advertising through the lens of objectification theory. Journal of Business Diversity, 19 (4), 1-12.

3. Han, N. R., Baek, T. H., Yoon, S., & Kim, Y. (2019). Is that coffee mug smiling at me? How anthropomorphism impacts the effectiveness of desirability vs. feasibility appeals in sustainability advertising. Journal of Retailing and Consumer Services, 51, 352-361 [IF = 3.585] [Download here]

4.  Baek, T. H., Yoon, S., Kim, S., & Kim, Y. (2019). Social exclusion influences on the effectiveness of altruistic versus egoistic appeals in charitable advertising. Marketing Letters, 30 (1), 75-90 [IF = 1.818]  [Download here]

5. Yim, M. Y., Baek, T. H., & Sauer, P. (2018). I see myself in service and product consumptions: Measuring self-transformative consumption vision (SCV) evoked by static and rich media. Journal of Interactive Marketing, 44, 122-139 [IF = 3.864] [Download here]

6. Baek, T. H., & Yoo, C. Y. (2018). Branded app usability: Conceptualization, measurement, and prediction of consumer loyalty.

Journal of Advertising, 47 (1), 70-82. [Impact Factor = 2.896] [Download here]

7. Baek, T. H., Yoo, C. Y., & Yoon, S. (2018). Augment yourself through virtual mirror: The impact of self-viewing and narcissism on consumer responses. International Journal of Advertising, 37 (3), 421-439. [IF = 2.234] [Download here​]

8. Kim, S., & Baek, T. H. (2018). Examining the antecedents and consequences of mobile app engagement. Telematics and Informatics, 35 (1), 148-158. [Impact Factor = 3.398] [Download here]

9. Joo, S., Choi, N., & Baek, T. H. (2018). Library marketing via social media: The relationships between Facebook content and user engagement in public libraries. Online Information Review, 42 (6), 940-955 [IF = 1.534] [Download here​]

10. Baek, T. H. & Yoon, S. (2017). Guilt and shame: Environmental message framing effects. Journal of Advertising, 46(3), 440-453.

[IF = 2.896] [Download here]

11. Kim, Y., Baek, T. H., Yoon, S., Oh, S., & Choi, Y. K. (2017). Assertive environmental advertising and reactance: Differences between Koreans and Americans. Journal of Advertising, 46 (4), 550-564 [IF = 2.896] [Download here​]

12. Baek, T. H. (2017). The value of the third-person effect in theory building. Review of Communication, 17 (2), 74-86  

[IF = 0.178] [Download here]

13. Mayer, J. M. & Baek, T. H. (2017). The moderating effect of appearance self-esteem on females’ identification of and reaction to sexually-themed advertising. Journal of Business Diversity, 17 (1), 10-20. [Download here]

14. Yoon, S., Kim, Y., & Baek, T. H. (2016). Effort investment in persuasiveness: A comparative study of environmental advertising in the United States and Korea. International Journal of Advertising, 35 (1), 93-105. [IF = 2.234] [Download here]

15. Kim, S., Baek, T. H., Kim, Y-K., & Yoo, K. (2016). Factors affecting stickiness and word of mouth in mobile applications. Journal of Research in Interactive Marketing, 10 (3), 177-192. [IF = 0.463] [Download here]

16. Baek, T. H., Yoon, S., & Kim, S. (2015). When environmental messages should be assertive: Examining the moderating role of effort investment. International Journal of Advertising, 34 (1), 135-157. [IF = 2.234] [Download here​]

17. Baek, T. H., & King, K. W. (2015). When comparative valence frame affects brand extension evaluations: The moderating role of parent-extension fit. International Journal of Advertising, 34 (2), 382-401. [IF = 2.234] [Download here​​]

18. Kim, S., Lim, C. M., Baek, T. H., & Kim, Y-K. (2015). The impact of image congruence on brand attachment and loyalty: The moderating role of product type. Journal of Advertising and Promotion Research, 4 (1), 43-76. [Download here​​]

19. Baek, T. H., & Reid, L. N. (2013). The interplay of mood and regulatory focus in influencing altruistic behavior.

Psychology & Marketing, 30 (8), 635-646. [IF = 2.000] [Download here​​​]

20. Baek, T. H., Shen, L., & Reid, L. N. (2013). Effects of message framing in anti-binge drinking PSAs: The moderating role of counterfactual thinking. Journal of Health Communication, 18 (4), 442-458. [IF = 1.614][Download here​​​

21. Choi, H., Yoo, K., Baek, T. H., Reid, L. N., & Macias, W. (2013). Presence and effects of health and nutrition-related (HNR) claims with benefit-seeking and risk-avoidance appeals in female-orientated magazine food advertisements. International Journal of Advertising, 32 (4), 587-616. [IF = 2.234] [Download here​​​

22. Baek, T. H., & Morimoto, M. (2012) Stay away from me: Examining the determinants of consumer avoidance to personalized advertising. Journal of Advertising, 41 (1), 59-76. [IF = 2.896] [Download here​​​] 

23. Kim, J., Baek, T. H., & Kim, D. (2011). Quality of work and team spirit as drivers of student peer evaluation on advertising group project performance. Journal of Advertising Education, 15 (2), 14-24. [Download here​​​] 

24. Baek, T. H., & King, K. W. (2011). Exploring the consequences of brand credibility in services. Journal of Services Marketing, 25 (4), 260-272. [IF = 1.811] [Download here​​​] 

25. Baek, T. H., Kim, J., & Yu, H. (2010). The differential roles of brand credibility and brand prestige in consumer brand choice. Psychology & Marketing, 27 (7), 662-678. [IF = 2.000] [Download here​​​​]    

26. Baek, T. H., Kim, J., & Martin, H. J. (2010). Dimensions of news media brand personality. Journalism & Mass Communication Quarterly, 87 (1), 119-136. [IF = 1.301] [Download here​​​​]    

27. Baek, T. H., and Mayer, J. M. (2010). Sexual imagery in cigarette advertising before and after the Master Settlement Agreement. Health Communication, 25 (8), 747-757. [IF = 1.487] [Download here​​​​​]    

28. Macias, W., Lewis, L. S., & Baek, T. H. (2010). The changing face of direct-to-consumer print advertising. Pharmaceutical Medicine, 24 (3), 165-177. [IF = 0.224] [Download here​​​​​]

29. Yu, H., Jeong, Y., Baek, T. H., & Ju, I. (2010). How many plastic surgeons’ websites contain information recommended by the ASPS advertising code of ethics? The Internet Journal of Law, Healthcare and Ethics, 6 (2). [Download here​​​​​]

30. Baek, T. H., & Yu, H. (2009). Online health promotion strategies and appeals in the United States and South Korea: A content analysis of weight-loss web sites. Asian Journal of Communication, 19 (1), 18-38. [IF = 0.638] [Download here​​​​​]

Book Chapters

 31. Yoo, C. Y., & Baek, T. H. (2017). Assessing the financial value of digital advertising: An event study approach. In Rodgers, S.    & Thorson, E. (3rd Eds.) Digital Advertising: Theory and Research. New York/London: Routledge, Taylor and Francis Group, 222-242. [Download here​​​​​]

 32. Yoon, S., Kim, Y., & Baek, T. H. (2017). Effort investment in persuasiveness: A comparative study of environmental advertising in      the United States and Korea. Reprinted in Yoon, S. & Oh, S. (Eds.) Social and Environmental Issues in Advertising. New York/London:      Routledge, Taylor and Francis Group, 93-105.

 33. Mayer, J. M., & Baek, T. H. (2016). The efficacy of sexualized female models in young adult-male oriented cigarette advertising. In  Obal, M. W., Krey, N. & Bushardt, C. (Eds.), Let's Get Engaged! Crossing the Threshold of Marketing's Engagement Era. New York:            Springer, 753-766. [Download here​​]

© 2015 Tae Hyun Baek. All rights reserved