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This study uses event study analysis to examine the impact of Super Bowl commercials on the stock prices of sponsoring firms by product type and the frequency of ad executions. By examining 272 Super Bowl advertisements from 142 firms that aired from 2010 to 2019, the results show that the execution of Super Bowl advertising was positively associated with excess returns. In particular, the abnormal return for the day after the event represents the largest gain in excess returns over a period of ±10 days around the event day. Further, cumulative average abnormal returns (CAARs) are consistently positive right after the event day. The findings demonstrate that Super Bowl commercials yielded higher returns for low-involvement and hedonic products. The number of ad executions is found to substantially enhance the effectiveness of Super Bowl advertising.
Jung-Gyo Lee; Kyung-A Ko. The Market Responses to Super Bowl Advertising: The Role of Product Type and Multiple Executions. Sustainability 2021, 13, 7127 .
AMA StyleJung-Gyo Lee, Kyung-A Ko. The Market Responses to Super Bowl Advertising: The Role of Product Type and Multiple Executions. Sustainability. 2021; 13 (13):7127.
Chicago/Turabian StyleJung-Gyo Lee; Kyung-A Ko. 2021. "The Market Responses to Super Bowl Advertising: The Role of Product Type and Multiple Executions." Sustainability 13, no. 13: 7127.
Jung-Gyo Lee; Jang-Sun Hwang; Lee; Jung- Gyo; Jang- Sun. A Qualitative Evaluation of Meta-Analysis Research - Application of AMSTAR Guideline -. The Korean Journal of Advertising and Public Relations 2018, 20, 514 -542.
AMA StyleJung-Gyo Lee, Jang-Sun Hwang, Lee, Jung- Gyo, Jang- Sun. A Qualitative Evaluation of Meta-Analysis Research - Application of AMSTAR Guideline -. The Korean Journal of Advertising and Public Relations. 2018; 20 (4):514-542.
Chicago/Turabian StyleJung-Gyo Lee; Jang-Sun Hwang; Lee; Jung- Gyo; Jang- Sun. 2018. "A Qualitative Evaluation of Meta-Analysis Research - Application of AMSTAR Guideline -." The Korean Journal of Advertising and Public Relations 20, no. 4: 514-542.
경아 고; Jung-Gyo Lee. A Longitudinal Analysis of the Portrayals of Active Seniors and Creative Strategies in Magazine Advertisements. Journal of Social Science 2018, 44, 79 -110.
AMA Style경아 고, Jung-Gyo Lee. A Longitudinal Analysis of the Portrayals of Active Seniors and Creative Strategies in Magazine Advertisements. Journal of Social Science. 2018; 44 (1):79-110.
Chicago/Turabian Style경아 고; Jung-Gyo Lee. 2018. "A Longitudinal Analysis of the Portrayals of Active Seniors and Creative Strategies in Magazine Advertisements." Journal of Social Science 44, no. 1: 79-110.
Jung-Gyo Lee; Jang Sun Hwang. An Integrative Observation of the Effectiveness of Interactivity: Application of the Meta-analysis for Research in Advertising and its Relevant Areas. The Korean Journal of Consumer and Advertising Psychology 2017, 18, 707 -738.
AMA StyleJung-Gyo Lee, Jang Sun Hwang. An Integrative Observation of the Effectiveness of Interactivity: Application of the Meta-analysis for Research in Advertising and its Relevant Areas. The Korean Journal of Consumer and Advertising Psychology. 2017; 18 (4):707-738.
Chicago/Turabian StyleJung-Gyo Lee; Jang Sun Hwang. 2017. "An Integrative Observation of the Effectiveness of Interactivity: Application of the Meta-analysis for Research in Advertising and its Relevant Areas." The Korean Journal of Consumer and Advertising Psychology 18, no. 4: 707-738.
종혁 김; Jung-Gyo Lee. A Content Analysis of University Brand Slogans in Korea. Journal of Social Science 2015, 41, 47 -81.
AMA Style종혁 김, Jung-Gyo Lee. A Content Analysis of University Brand Slogans in Korea. Journal of Social Science. 2015; 41 (3):47-81.
Chicago/Turabian Style종혁 김; Jung-Gyo Lee. 2015. "A Content Analysis of University Brand Slogans in Korea." Journal of Social Science 41, no. 3: 47-81.
The primary question motivating this study is how message characteristics influence the persuasiveness of celebrity athlete endorsements as used in print advertising for a sports drink. In particular, this study examines the extent to which celebrity endorsement of a product influences the effectiveness of advertising under varying degrees of perceived fit between the celebrity and the product image. The findings indicate that the process of integrating endorsement strength with given endorsers and products can substantially enhance the effectiveness of celebrity advertising. It is found that the interactive effect of endorsement strength and celebrity-product match is more pronounced among consumers with high product involvement than among those with low involvement.
Jung-Gyo Lee; Jaejin Park. The effects of endorsement strength and celebrity-product match on the evaluation of a sports-related product: the role of product involvement. International Journal of Sports Marketing and Sponsorship 2014, 16, 50 -69.
AMA StyleJung-Gyo Lee, Jaejin Park. The effects of endorsement strength and celebrity-product match on the evaluation of a sports-related product: the role of product involvement. International Journal of Sports Marketing and Sponsorship. 2014; 16 (1):50-69.
Chicago/Turabian StyleJung-Gyo Lee; Jaejin Park. 2014. "The effects of endorsement strength and celebrity-product match on the evaluation of a sports-related product: the role of product involvement." International Journal of Sports Marketing and Sponsorship 16, no. 1: 50-69.
The use of online video games as an advertising channel has become an integrated part of branding for many marketers in an increasingly fractured media environment. The primary question motivating this research is whether the use of an animated spokes-character embedded in online game affects the persuasiveness of advertising. Specifically, this study looks at how product types moderate the magnitude of such effects. The results show a significant interaction effect between character presence and product type on both brand attitude and purchase intention. The effects of an animated spokes-character on brand evaluation and purchase intention were more pronounced for utilitarian products than for hedonic products.
Yung Kyun Choi; Jung-Gyo Lee. The Persuasive Effects of Character Presence and Product Type on Responses to Advergames. Cyberpsychology, Behavior, and Social Networking 2012, 15, 503 -506.
AMA StyleYung Kyun Choi, Jung-Gyo Lee. The Persuasive Effects of Character Presence and Product Type on Responses to Advergames. Cyberpsychology, Behavior, and Social Networking. 2012; 15 (9):503-506.
Chicago/Turabian StyleYung Kyun Choi; Jung-Gyo Lee. 2012. "The Persuasive Effects of Character Presence and Product Type on Responses to Advergames." Cyberpsychology, Behavior, and Social Networking 15, no. 9: 503-506.
This research reports how banner ads are responded to in Web sites that emphasize either emotion or cognition. It also looks at the moderating effects of individuals’ own levels of need for cognition and need for emotion on banner responsiveness in the two kinds of Web sites. Recall and attitude toward banners are consistently better when their context is an emotion-based Web site. Need for cognition, but not need for emotion moderates this effect. For ad recall, it is better to be lower in need for cognition in a cognitive Web site, but higher in need for cognition on an emotional Web site. For attitude toward the banner and purchase intention, however, it is better to be higher in need for cognition in a cognitive Web site, but lower in need for cognition on an emotional Web site. The results are discussed in terms of advertising context theory that has been developed in applications to the traditional media like print and broadcast, but here is shown to be applicable to the Web.
Jung-Gyo Lee; Esther Thorson. Cognitive and Emotional Processes in Individuals and Commercial Web sites. Journal of Business and Psychology 2008, 24, 105 -115.
AMA StyleJung-Gyo Lee, Esther Thorson. Cognitive and Emotional Processes in Individuals and Commercial Web sites. Journal of Business and Psychology. 2008; 24 (1):105-115.
Chicago/Turabian StyleJung-Gyo Lee; Esther Thorson. 2008. "Cognitive and Emotional Processes in Individuals and Commercial Web sites." Journal of Business and Psychology 24, no. 1: 105-115.
Jung-Gyo Lee; Esther Thorson. The Impact of Celebrity–Product Incongruence on the Effectiveness of Product Endorsement. Journal of Advertising Research 2008, 48, 433 -449.
AMA StyleJung-Gyo Lee, Esther Thorson. The Impact of Celebrity–Product Incongruence on the Effectiveness of Product Endorsement. Journal of Advertising Research. 2008; 48 (3):433-449.
Chicago/Turabian StyleJung-Gyo Lee; Esther Thorson. 2008. "The Impact of Celebrity–Product Incongruence on the Effectiveness of Product Endorsement." Journal of Advertising Research 48, no. 3: 433-449.
A key research issue to this study is to explore how marketers who have already presented on the web perceive the world wide web as a marketing communications tool. The research focus is on examining what organisational benefits are recognised and how such benefits are associated with organisational features, attitudes towards the web presence and overall satisfaction with the web presence. The data for this study were collected from a national survey of a stratified random sample of 164 South Korean companies who were running websites at the time. The results obtained in this study suggest that companies, overall, hold favourable attitudes towards their web presence, yet the overall level of satisfaction with running websites was moderate. Four benefit dimensions emerged from the factor analysis. Implications of the findings are discussed.
Jung-Gyo Lee; Jae-Jin Park. Consequences of commercial web presence: an exploratory study of South Korean business adopters of websites. International Journal of Advertising 2004, 23, 253 -276.
AMA StyleJung-Gyo Lee, Jae-Jin Park. Consequences of commercial web presence: an exploratory study of South Korean business adopters of websites. International Journal of Advertising. 2004; 23 (2):253-276.
Chicago/Turabian StyleJung-Gyo Lee; Jae-Jin Park. 2004. "Consequences of commercial web presence: an exploratory study of South Korean business adopters of websites." International Journal of Advertising 23, no. 2: 253-276.
Chang-Hoan Cho; Jung-Gyo Lee; MaryE Tharp. Different Forced-Exposure Levels to Banner Advertisements. Journal of Advertising Research 2001, 41, 1 .
AMA StyleChang-Hoan Cho, Jung-Gyo Lee, MaryE Tharp. Different Forced-Exposure Levels to Banner Advertisements. Journal of Advertising Research. 2001; 41 (4):1.
Chicago/Turabian StyleChang-Hoan Cho; Jung-Gyo Lee; MaryE Tharp. 2001. "Different Forced-Exposure Levels to Banner Advertisements." Journal of Advertising Research 41, no. 4: 1.