Mark Yi‐Cheon Yim

University of Massachusetts Lowell — United States

Business, Management and Accounting · Social Sciences

17h-index2.0kcitations31works6.22yr avg
OpenAlex↗ORCID↗Google Scholar↗Lab page↗

Accepting Students?

No reports yet. Know if this professor is taking students?

Research Topics

Consumer Behavior in Brand Consumption and Identification(22), Digital Marketing and Social Media(12), Consumer Retail Behavior Studies(7), Technology Adoption and User Behaviour(4), Customer Service Quality and Loyalty(4)

Publications31 total

Disruptive but costly: How upside-down logos backfire in consumer responses to brands
Journal of Retailing and Consumer Services·2025· 1 cited
Enhancing consumer trust in displayed information through digital price tags in retail marketing
Journal of Retailing and Consumer Services·2025
How Does CEO Narcissism Impact the Effectiveness of Advertising on Firm Performance? A Study in the Restaurant Industry Context
Journal of Current Issues & Research in Advertising·2025· 2 cited
Do plus-size models really benefit obese consumers? Investigating the influence of plus-size models on negative emotions and mental imagery
Journal of Fashion Marketing and Management·2024· 4 cited
Artificial intelligence, virtual and augmented reality, social media, online reviews, and influencers: a review of how service businesses use promotional devices and future research directions
International Journal of Advertising·2024· 24 cited
Native advertising relevance effects and the moderating role of attitudes toward social networking sites
Journal of Research in Interactive Marketing·2022· 22 cited
When verbal metaphors become more persuasive: the interplay between goal orientation of ad claims and metaphor
International Journal of Advertising·2021· 8 cited
Exploring consumers’ attitude formation toward their own brands when in crisis: cross-national comparisons between USA and China
Journal of Product & Brand Management·2021· 24 cited
Exploring the optimized social advertising strategy that can generate consumer engagement with green messages on social media
Journal of Research in Interactive Marketing·2020· 78 cited
Exploring the impact of the physical conditions of mannequin displays on mental simulation: An embodied cognition theory perspective
Journal of Retailing and Consumer Services·2020· 16 cited
How to easily facilitate consumers’ mental simulation through advertising: the effectiveness of self-referencing image dynamics on purchase intention
International Journal of Advertising·2020· 46 cited
Are Digital Menus Really Better than Traditional Menus? The Mediating Role of Consumption Visions and Menu Enjoyment
Journal of Interactive Marketing·2020· 68 cited
Do Celebrity Endorsements Benefit Familiar Luxury Brands? A Perspective From Social Adaptation Theory
Journal of Current Issues & Research in Advertising·2018· 17 cited
“I am not satisfied with my body, so I like augmented reality (AR)”
Journal of Business Research·2018· 220 cited
I See Myself in Service and Product Consumptions: Measuring Self-transformative Consumption Vision (SCV) Evoked by Static and Rich Media
Journal of Interactive Marketing·2018· 36 cited
When nostalgia marketing backfires: Gender differences in the impact of nostalgia on youthfulness for older consumers
Applied Cognitive Psychology·2018· 22 cited
I Am Feeling Back to Those Days: The Three-Way Interaction Effect of Nostalgia, Age, and Gender on Youthfulness in Nostalgia Advertising: An Abstract
Developments in marketing science: proceedings of the Academy of Marketing Science·2017
Modelling the dimensionality effects on brand placement effectiveness in stereoscopic 3-D versus 2-D sports games
International Journal of Advertising·2017· 20 cited
Is Augmented Reality Technology an Effective Tool for E-commerce? An Interactivity and Vividness Perspective
Journal of Interactive Marketing·2017· 952 cited
When shoppers don’t have enough self-control resources: applying the strength model of self-control
Journal of Consumer Marketing·2017· 18 cited
page 1 of 2Next →

Frequent Co-authors

Paul Sauer(7), Sunyoung Park(5), Hongmin Ahn(3), Shu‐Chuan Chu(2), Seung-Chul Yoo(2), Joo Hwan Seo(2), Young Kyu Kim(2), Jerome D. Williams(2), Iain MacRury(2), Jeonggyu Lee(2), Tae Hyun Baek(2), Brian D. Till(2), Vincent Cicchirillo(1), Minette E. Drumwright(1), eunjin Kim(1), William J. Reeves(1), Sejin Lee(1), Chan Yun Yoo(1), Young K. Kim(1), Matthew S. Eastin(1)