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© 2013 Mark Yi-Cheon Yim.  All rights reserved

72 University Ave. Manning School of Business, Lowell, MA 01854

Office 978-934-2909, eMail: mark_yim@uml.edu

Peer-reviewed Publications

                                                 Yim, M.Y, & Park, S. (2019), ""I am not satisfied with my body, so I like augmented reality (AR)" Consumer

                                                 responses to AR-based product presentations," Journal of Business Research, 100, 581-589.

                                                 Park, S., & Yim, M.Y. (accepted), "Do celebrity endorsements benefit familiar luxury brands? A perspective from 

                                                 social adaptation theory," Journal of Current Issues & Research in Advertising.                                                 

                                                 Kim, Y.,* & Yim, M.Y.* (2018), "When nostalgia marketing backfires: Gender differences in the impact of 

                                                 nostalgia on youthfulness for older consumers," Applied Cognitive Psychology, 32 (5), 815-822. 

                                                 * Both authors contributed equally to this work. 

 

                                                 Yim, M.Y., Baek, T., & 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.

                                                 

                                                 Yim, M.Y., Abdourazakou, Y., Sauer, P., & Park, S. (2017), “Modelling the dimensionality

                                                 effects on brand placement effectiveness in stereoscopic 3-D versus 2-D sports games,” International Journal of

                                                 Advertising, DOI: 10.1080/02650487.2017.1347366.

 

                                                 Yim, M.Y., Chu, S., & Sauer, P.L. (2017), "Is augmented reality technology an effective tool for e-commerce?                                                      An interactivity and vividness perspective," Journal of Interactive Marketing, 39, 89-103.

                                                 

 

                                                 Yim, M.Y. (2017), "When shoppers don't have enough self-control resources in a grocery store: Applying the                                                      strength model of self-control," Journal of Consumer Marketing, 34 (4), 328-337.

                                                 Yim, M.Y., Yoo, S., Sauer, P., & Seo, J.H. (2014), "Hedonic shopping motivation and co-shopper influence on

                                                 utilitarian grocery shopping in superstores," Journal of the Academy of Marketing Science, 42 (5), 528-544.

                                                 

                                               

                                                 Yim, M.Y., Sauer, P., Williams, J., Lee, S., & Macrury, I. (2014), "Drivers of attitudes towards luxury brands:

                                                 A cross-national investigation into the roles of interpersonal influence and brand consciousness," International

                                                 Marketing Review, 31 (4), 363-389.

                                                 * 2015 Highly Commended Paper Award Winner by Emerald LiteratiNetwork

                                                 * Scales reproduced in PsycTests database from American Psychological Association

 

Yim, M.Y., Cicchirillo, V., & Drumwright, M. (2012), “The impact of stereoscopic 3-D advertising: The role of presence in enhancing advertising effectiveness,” Journal of Advertising, 41 (2), 113-128.

* Scales reproduced in Marketing scales handbook: Multi-item measures for consumer insight research (Vol. 8), Bruner, G. C. II (ed.)

 

          

Yim, M.Y., Yoo, S., Till, B., & Eastin, M. (2010), “In-store video advertising effectiveness: Three new studies provide in-market field data,” Journal of Advertising Research, 50 (4), 386-402.

 

Yim, M.Y., & Park, S. (2010), “Consumer-behavior research in major advertising and marketing journals: 1997 through 2006,” Social Science Review, 22 (2), 251-282.

Peer-reviewed Book Chapters

Chan-Olmsted, S., Cho, M., & Yim, M.Y. (2013), “Social networks and media brands: Exploring the effect of media brands’ perceived social network usage on audience relationship,” in Handbook of social media management: Value chain and business models in changing media markets (media business and innovation), Friedrichsen, M. & Muehl-Benninghaus, W. (ed.), Springer Science+Media Business, 737-750.

Managerial Publications

Yim, M.Y., Cicchirillo, V., & Drumwright, M. (2013), “Is stereoscopic 3-D advertising effective enough to persuade consumers?” e-Newsletter, Hot Topics, the International Advertising Association.

 

Yim, M.Y. (2011), “The future of outdoor digital signage in 3-D,” in Digital signage and integrated marketing communication, Seung-Chul Yoo, ed., Seoul: POP Sign Press, 252-255.

Conference Proceedings/Presentations

Yim, M.Y., Park, S., & Yoo, C. (Aug. 2018), "How consumers respond to AR-based virtual try-on when they are not happy about themselves," Proceedings of the annual conference of American Marketing Association (AMA): Boston, MA.

 

Yim, M.Y. (March 2018), “How consumers process information in menu books: food marketing communications in food retail contexts,” Proceedings of the annual conference of American Academy of Advertising (AAA): New York, NY.

 

Park, S., Yim, M.Y., & Paul Sauer (March 2018), “Do celebrity endorsements benefit luxury branding?” Proceedings of the annual conference of American Academy of Advertising (AAA): New York, NY.

 

Kim, Y., Yim, M.Y., Kim, E., & Reeves, B. (Oct. 2017), “I’d like to share it with my friends on Facebook” Investigating message strategies to encourage eWOM,” Proceedings of the annual conference of Marketing Edge Summit: New Orleans, LA.

 

Yim, M.Y., Rivas, R., Kim, Y., Kim, E., & Ross, S. (Aug. 2017), “That’s me eating the sushi: The influence of consumption visions on attitudes toward the product,” Proceedings of the annual conference of American Marketing Association (AMA): San Francisco, CA.

* Best Paper Award

 

Kim, Y., & Yim, M.Y. (May 2017), “I am feeling back to those days: Three-way interaction effect of nostalgia, age, and gender on youthfulness in nostalgia marketing,” Presented at the annual conference of Academy of Marketing Science (AMS): Coronado, CA.

 

Yim, M.Y., Sauer, P., & Baek, T. (March 2017), “I see myself in use: Measuring the strength of consumption visions (CV),” Proceedings of the annual conference of American Academy of Advertising (AAA): Boston, MA.

 

Yim, M.Y., Kim, E., Ahn, H., & Yoo, C. (Aug. 2016), “Understanding the impact of the body size of models: How guilt and shame influence consumer purchase intention,” Proceedings of the annual conference of AMA: Atlanta, GA.

 

Yim, M.Y., Park, S., Lee, S., & Sauer, P. (July 2016), “Are celebrity endorsements necessary in campaigns for luxury brands?” Presented at the annual conference of Global Marketing Conference: Hong Kong, China.

 

Kim, S., & Yim, M.Y. (June 2016), “Brand owner’s response to a crisis: Investigating the effect of brand consciousness,” Presented at the annual conference of Asian-Pacific Conference on Management and Business: Danang, Vietnam. 

 

Yim, M.Y., Chu, S., Sauer, P., & Yoo, S. (March 2016), “The effectiveness of augmented reality based product presentations on consumer evaluations,” Proceedings of the annual conference of AAA: Seattle, WA.

 

Ahn, H., Sung, Y., & Yim, M.Y. (March 2016), “How to frame verbal metaphors in ads and why it matters: Evidence from two experiments,” Proceedings of the annual conference of AAA: Seattle, WA.

 

Yim, M.Y. (August 2015), "Why shoppers spend more as they shop longer: A perspective from the self-control strength model," Proceedings of the annual conference of AMA at its annual summer marketing educators' conference: Chicago, IL.

 

Heiser, H.*, Yim, M.Y., & Sauer, P. (April 2015), “When a brand is at risk: Strategic brand management with a focus of core competency and self-disclosure,” Proceedings of the annual conference of AAA: Chicago, IL.  

* Supervised Undergraduate Student’s Thesis

 

Yim, M.Y. (Oct. 2014), “The U-shaped relationship between hedonic shopping motivation and consumers’ changes in purchase decisions,” Poster session to be presented at the annual conference of Association for Consumer Research (ACR): Baltimore, MD.

 

Yim, M.Y., & Ahn, H. (Oct. 2014), “When highly curious consumers have high self-esteem: Maximizing the effects of augmented reality in brand communication,” Poster session to be presented at the annual conference of ACR: Baltimore, MD.

 

Yim, M.Y., Chu, S., & Sauer, P. (June 2014), "When presence meets electronic technology acceptance model: Investigating consumer evaluations on augmented reality technology," Presented at the annual conference of European Advertising Academy: Amsterdam, Netherland.

 

Yim, M.Y., Chu, S., & Sauer, P. (April 2014), "Do my eyes deceive me, the king has no clothes - or does he? Understanding ART in wearing virtual apparel," Presented at the annual conference of Business Research Consortium (BRC): Rochester, NY.

 

Yim, M.Y., & Sauer, P. (October 2013), “Imagine yourself in use: Measuring the construct of consumption visions,” Poster session to be presented at the annual conference of ACR: Chicago, IL.

 

Yim, M.Y., & Chu, S. (April 2013), “Extending the technology acceptance model: The case of augmented reality-based advertising,” Proceedings of the annual conference of AAA: Albuquerque, NM.

 

Park, S., & Yim, M.Y. (April 2013), “Too much spotlight: the role of celebrities in luxury brand advertising,” Proceedings of the annual conference of AAA: Albuquerque, NM.

 

Yim, M.Y., Drumwright, M., & Cicchirillo, V. (August 2012), “How advertising works in new media: consumer media experience model,” Proceedings of AMA at its annual summer marketing educators’ conference: Chicago, IL.

 

Yim, M.Y., & Chu, S. (August 2012), “Extending the electronic technology acceptance model: consumer adoption of augmented reality-based marketing tool,” Proceedings of AMA at its annual summer marketing educators’ conference: Chicago, IL.

 

Yim, M.Y., Drumwright, M. & Cicchirillo, V. (March 2012), “How media novelty and presence affect consumer evaluations: the case of stereoscopic 3-D advertising,” Proceedings of AAA at its annual conference: Myrtle Beach, SC.

 

Chan-Olmsted, S., Cho, M., & Yim, M.Y. (Sept. 2011), “Social networks and media branding: Exploring the effect of a media brand’s perceived social network usage on its relationship with audiences,” Presented at the international conference for media brand management: Vienna, Austria.

 

Yim, M.Y., Yoo, S., & Till, B. (April 2011), “How hedonic consumers behave in a utilitarian retail store: a field study,” Proceedings of AAA at its annual conference: Mesa, AZ.

 

Park, S., & Yim, M.Y. (April 2011), “Comparison of effects of responsible drinking ad campaigns between alcohol companies and nonprofits,” Proceedings of AAA at its annual conference: Mesa, AZ.

 

Yim, M.Y., & Park, S. (Aug. 2010), “Self-concept portrayed in advertising and consumer perceptions on luxury fashion brands,” Poster session to be presented at the advertising division of the Association for Education in Journalism and Mass Communication (AEJMC) at its annual conference: Denver, CO.

 

Yim, M.Y., Williams, J., & Lee, S. (March 2010), “Cultures, interpersonal influences, and attitude toward luxury brands,” Proceedings of AAA at its annual conference: Minneapolis, MN.

 

Yim, M.Y. (Aug. 2009), “The role of presence in anaglyph 3-D advertising on consumer evaluations,” Poster Session to be presented at the advertising division of AEJMC at its annual conference: Boston, MA.

* Award for the Best Visual Presentation

 

Yim, M.Y., & Daugherty, T. (March 2009), “Delivering stereoscopic 3-D technology to advertising: an exploratory study,” Proceedings of AAA at its annual conference: Cincinnati, OH.

 

Yim, M.Y., Yoo, S., Till, B., Eastin, M., & Kim, H. (March 2009), “Effectiveness of in-store video advertising: a field experiment,” Proceedings of AAA at its annual conference: Cincinnati, OH.

 

Yim, M.Y., & Daugherty, T. (Aug. 2008), “Consumer responses to stereoscopic 3-D as an advertising tool: an exploratory study,” Poster session to be presented at the advertising division of the AEJMC at its annual conference: Chicago, IL.

 

Yim, M.Y., & Kim, Y. J. (Aug. 2008), “Understanding consumer attitudes toward luxury brands: a cross-cultural study,” Presented at the advertising division of the AEJMC at its annual conference: Chicago, IL.

 

Yim, M.Y., Kyung, H., Park, S., & Lim, J. (March 2008), “Trends of and contributions to consumer-behavior research in advertising and marketing,” Proceedings of AAA at its annual conference: San Mateo, CA.

 

Yim, M.Y. (May 2007), “The composition of luxury by product category: the analysis of the influential factors in building luxury,” Proceedings of the Asian-Pacific conference of AAA at its annual conference: Seoul, Korea.