Luxury Brand Management

• Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480-1486.  

• Chung, M., Ko, E., Joung, H., & Kim, S. J. (2020). Chatbot e-service and customer satisfaction regarding luxury brands. Journal of Business Research, 117, 587-595.

• Kim, A. J., & Ko, E. (2010). Impacts of luxury fashion brand’s social media marketing on customer relationship and purchase intention. Journal of Global Fashion Marketing, 1(3), 164-171.

• Ko, E., Costello, J. P., & Taylor, C. R. (2019). What is a luxury brand? A new definition and review of the literature. Journal of Business Research, 99, 405-413.

• Kong, H. M., Witmaier, A., & Ko, E. (2021). Sustainability and social media communication: How consumers respond to marketing efforts of luxury and non-luxury fashion brands. Journal of Business Research, 131, 640-651.

Digital Fashion Marketing

• Ko, E., Kim, E. Y., & Lee, E. K. (2009). Modeling consumer adoption of mobile shopping for fashion products in Korea. Psychology & Marketing, 26(7), 669-687.

• Wang, Y., Ko, E., & Wang, H. (2022). Augmented reality (AR) app use in the beauty product industry and consumer purchase intention. Asia Pacific Journal of Marketing and Logistics, 34(1), 110-131.

• Kim, H., Ko, E., & Kim, J. (2015). SNS users' para-social relationships with celebrities: social media effects on purchase intentions. Journal of Global Scholars of Marketing Science, 25(3), 279-294.

• Jung, J., Yu, J., Seo, Y., & Ko, E. (2021). Consumer experiences of virtual reality: Insights from VR luxury brand fashion shows. Journal of Business Research, 130, 517-524.

• Chae, H., & Ko, E. (2016). Customer social participation in the social networking services and its impact upon the customer equity of global fashion brands. Journal of Business Research, 69(9), 3804-3812.

Sustainability & Well-being

• Ko, E., Hwang, Y. K., & Kim, E. Y. (2013). Green marketing'functions in building corporate image in the retail setting. Journal of Business Research, 66(10), 1709-1715.

• Han, J., Seo, Y., & Ko, E. (2017). Staging luxury experiences for understanding sustainable fashion consumption: A balance theory application. Journal of Business Research, 74, 162-167.

• Kong, H. M., Ko, E., Chae, H., & Mattila, P. (2016). Understanding fashion consumers’ attitude and behavioral intention toward sustainable fashion products: Focus on sustainable knowledge sources and knowledge types. Journal of Global Fashion Marketing, 7(2), 103-119.

• Lee, E. J., Choi, H., Han, J., Kim, D. H., Ko, E., & Kim, K. H. (2020). How to “Nudge” your consumers toward sustainable fashion consumption: An fMRI investigation. Journal of Business Research, 117, 642-651.

• Jang, J., Ko, E., Chun, E., & Lee, E. (2012). A study of a social content model for sustainable development in the fast fashion industry. Journal of Global Fashion Marketing, 3(2), 61-70.