Items where Author is "Baek, Tae Hyun"

Baek, Tae Hyun, Yim, Mark Yi-Cheon, Park, Jooyoung and Cho, Areum (2026) Disruptive but costly: how upside-down logos backfire in consumer responses to brands. Journal of Retailing and Consumer Services, 88. ISSN 0969-6989

Kim, Jungkeun, Cho, Areum, Baek, Tae Hyun, Park, Jooyoung and Bae, Joonheui (2025) The effect of NFT visual quality on consumer evaluations of luxury goods in the metaverse. Journal of Retailing and Consumer Services, 87. ISSN 0969-6989