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Journal Articles

Strategic self-presentation and personal brand management of professional female athletes on Instagram

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Wonyul Bae, Ho Yeol Yu, Michael L. Naraine, Minseok Cho
Journal: International Journal of Sports Marketing and Sponsorship
International Journal of Sports Marketing and Sponsorship 1–18.
https://doi.org/10.1108/IJSMS-10-2025-0516
Published: 23 April 2026
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Journal Articles

Motivational determinants of digital ticketing: the mediating effect of service satisfaction and the moderating effect of psychological discomfort

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Sanghoon Kim, Ho Yeol Yu, Hyun-Woo Lee
Journal: International Journal of Sports Marketing and Sponsorship
International Journal of Sports Marketing and Sponsorship (2022) 23 (2): 326–345.
https://doi.org/10.1108/IJSMS-12-2020-0239
Published: 07 October 2021
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Journal Articles

To partner or not? A study of co-branding partnership and consumers' perceptions of symbolism and functionality toward co-branded sport products

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Ho Yeol Yu, G. Matthew Robinson, DongHun Lee
Journal: International Journal of Sports Marketing and Sponsorship
International Journal of Sports Marketing and Sponsorship (2021) 22 (4): 677–698.
https://doi.org/10.1108/IJSMS-02-2020-0018
Published: 23 December 2020
View article titled, To partner or not? A study of co-branding partnership and consumers' perceptions of symbolism and functionality toward co-branded sport products
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Journal Articles

Values and goals of Chinese sport consumers contrary to American counterparts

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DongHun Lee, Yinghui Zhang, Michael Cottingham, JungKun Park, Ho Yeol Yu
Journal: International Journal of Sports Marketing and Sponsorship
International Journal of Sports Marketing and Sponsorship (2017) 18 (1): 11–28.
https://doi.org/10.1108/IJSMS-05-2016-0027
Published: 06 February 2017
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