Yeujun Yoon
Kyung Hee University
BusinessMarketingSet (psychology)Construct (philosophy)Brand equityLeagueBrand communityProcess (engineering)Brand managementEstimation
Publications 2
#1Yan Feng (PKU: Peking University)H-Index: 1
#2Wen Cao (PKU: Peking University)H-Index: 1
Last. Yeujun Yoon (Kyung Hee University)H-Index: 1
view all 4 authors...
This study investigated a new role of tourism as a brand management tool for multinational firms (MNFs) whose country of origin is a tourist destination. Through an increased understanding of the external effect of international tourism at the firm level, important implications for MNF managers can be derived. To this end, we collected secondary historical data from various reliable sources, such as Interbrand,, World Bank, and Bloomberg. We proposed brand equity models for MNFs and em...
#1Yan Feng (PKU: Peking University)H-Index: 1
#2Yeujun Yoon (Kyung Hee University)H-Index: 1
In this study, we empirically examine the dynamic development mechanism of team brand equity by proposing a set of team brand equity development model and team brand demand models using comprehensive Major League Baseball data set. Taking advantage of the richness of the game-level data, we provide an alternative estimation approach to accurately measure team brand equity and identify its dynamic evolution process. We find various patterns to the brand equity development across teams over time. ...
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