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  • Yeujun Yoon (尹汝僔)  博士

  • 北京大学汇丰商学院助教授
  • 最高学历:圣路易斯华盛顿大学管理学博士
  • 研究领域:广告竞争、渠道管理、体育营销、电子商务、企业社会责任
  • 办公电话:+86-755-2603-3095
  • 办公室:汇丰大楼756
  • Email:yoony@phbs.pku.edu.cn

研究领域
广告竞争、渠道管理、体育营销、电子商务、企业社会责任(CSR)

教育背景:
2011   圣路易斯华盛顿大学,市场营销博士
2002   纽约大学,经济学硕士
1999   韩国庆熙大学,经济学学士

工作经历:
THEFACESHOP海外市场战略部,经理,2005-2006
三星海外市场部,助理经理,2002-2005
东元证券管理策划部,助理经理,1999-2000

发表论文

“Advertising and Price Competition in a Manufacturer-Retailer Channel Structure,” forthcoming, Sep. 2017) with Tat Y. Chan and Chakravarthi Narasimhan, International Journal of Research in Marketing (SSCI)*

“Loss Aversion and Reference Dependence Effect of Online Word of Mouth (WOM) via Twitter on Movie Goers’ Decisions (forthcoming, June, 2017)” with Young Joon Park and Charin Polpanumas, Journal of Advertising Research (SSCI)*

"Impact of International Sports Events on the Attendance of Domestic Sports League Games using Chinese Super League Data" (forthcoming, Dec., 2017) with Jia Lu and Feng Yan, International Journal of Sports Marketing & Sponsorship (SSCI)*

"An Empirical Examination of Development and Impact of Star Power in Major League Baseball"(2016) with Michael Lewis, Journal of Sports Economics (SSCI)*,  DOI:10.1177/1527002515626220

"The Impact of Corporate Social Responsibility(CSR) on Brand Value: An empirical Study of Interbrand’s Best Global Brands" (2016) with He Yingyi, International Journal of Business and Social Science*, 7(10), 61-71

"Lenders and Borrowers’ Strategies in Online Peer-To-Peer Lending Market: An Empirical Analysis of PPDai.com (2015)" with Xinlu Fan and Feng Yan, Journal of Electronic Commerce Research (SSCI)*, 16(3), 242–260

"Customer Portfolio Composition and Customer Equity Feedback Effects: Student Diversity and Acquisition in Educational Communities (2013)" with Michael Lewis and Debanjan Mitra, Marketing Letters (SSCI), 24, 71–84

* 通讯作者

正在审核

"Dynamic Brand Evolution Mechanism of Sports Team: Empirical Analysis of Major League Baseball (MLB) Data " with Feng Yan, (under review), Journal of Marketing Research (SSCI)*

Factors Affecting Platform Default Risk in Online P2P Lending Market: An Empirical Study Using Chinese Online P2P Platform Data,” (2nd round review) with Li Yu and Feng Yan, Electronic Commerce Research (SSCI)*

“Empirical Analysis of Professional Sports Game Demand: Watching a Game at Stadium, from TV, or via Online Webcast” with Jinbao Wang and Feng Yan (under review), Sports Marketing Quarterly (SSCI)*

"Unintended Effect of Online Item-to-Item Recommendation"(under review) with Yating Fu and Jaewoo Joo, Electronic Commerce Research (SSCI)*

* 通讯作者

工作项目

" Tournament Design, Quality Signals and Performance Based Brand Equity: An Empirical Study of Brand Equity Development in Professional Sports" with Michael Lewis

“Effectiveness of Advertising: Market Level Empirical Analysis(tentative)” with Tat Chan and Chakravarthi Narasimhan

"Inner-Self vs. Outer-Self: Demystifying the Process of Corporate Social Responsibility Product Consumption" with Kevin Chastagner and Jaewoo Joo

“An Exploration of Impact of Domestic Players’ Migration to MLB on Domestic Baseball Game Attendance: Empirical Analysis of Professional Baseball Leagues in Japan, Korea, and Taiwan” with Allan Zhang and Young Joon Park

“The Impact of Movie Release on Tourism Demand over Countries: Empirical Analysis of Thailand Tourism Industry” with Saisang Apichatvorapong, James Yen

“Effectiveness of Marketing Activities to Generate Web Search Volume: Empirical Analysis of Chinese Movie Industry” with Deng Rongchao

“Role of Pre-Release Advertising on Box Office Performance in Chinese Motion Picture Industry," with Tianye Zhang

“The Moderating Effect of Electronic Word-Of-Mouth (eWOM) on Its Generation Process,” with Jin Xin and Jaewoo Joo

全部项目均为通讯作者或第一作者

 

 

教授课程:

中国,深圳市,北京大学汇丰商学院,2011年至今

管理学助理教授 (市场营销)