Jungju Yu

College of Business, Korea Advanced Institute of Science and Technology (KAIST)

85 Hoegiro Dongdaemun-Gu

Seoul 02455

Korea, Republic of (South Korea)

SCHOLARLY PAPERS

6

DOWNLOADS
Rank 29,208

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Top 29,208

in Total Papers Downloads

3,305

SSRN CITATIONS
Rank 24,973

SSRN RANKINGS

Top 24,973

in Total Papers Citations

43

CROSSREF CITATIONS

6

Ideas:
“  I am currently working on projects on digital marketing, online advertising and branding  ”

Scholarly Papers (6)

1.

A Model of Product Portfolio Design: Guiding Consumer Search through Brand Positioning

Ke, T. T., Shin, J., & Yu, J. (2022). A theory of brand positioning: product-portfolio view. Forthcoming at Marketing Science.
Number of pages: 48 Posted: 21 Sep 2020 Last Revised: 28 Nov 2022
T. Tony Ke, Jiwoong Shin and Jungju Yu
The Chinese University of Hong Kong (CUHK), Yale School of Management and College of Business, Korea Advanced Institute of Science and Technology (KAIST)
Downloads 1,076 (39,166)
Citation 2

Abstract:

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brand positioning, product portfolio, mainstream and niche positioning, consumer search, hold-up problem

2.

A Model of Brand Architecture Choice: A House of Brands vs. A Branded House

Yu, J. (2021). A model of brand architecture choice: a house of brands vs. A branded house. Marketing Science, 40(1), 147-167.
Number of pages: 47 Posted: 13 Feb 2018 Last Revised: 28 Nov 2022
Jungju Yu
College of Business, Korea Advanced Institute of Science and Technology (KAIST)
Downloads 885 (51,516)
Citation 4

Abstract:

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umbrella brands, market-relatedness, house of brands, branded house, firm reputation, customer relationship management

3.

Targeted Advertising and Consumer Inference

Shin, J., & Yu, J. (2021). Targeted advertising and consumer inference. Marketing Science, 40(5), 900-922.
Number of pages: 40 Posted: 21 Sep 2020 Last Revised: 28 Nov 2022
Jiwoong Shin and Jungju Yu
Yale School of Management and College of Business, Korea Advanced Institute of Science and Technology (KAIST)
Downloads 661 (75,743)

Abstract:

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targeted advertising, targeting accuracy, consumer inference, consumer search, reach and precision, value of information, prominence, free-riding

4.

Targeted Advertising: Strategic Mistargeting and Personal Data Opt-Out

KAIST College of Business Working Paper Series
Number of pages: 43 Posted: 17 Oct 2022 Last Revised: 15 Mar 2023
Z. Eddie Ning, Jiwoong Shin and Jungju Yu
University of British Columbia (UBC) - Sauder School of Business, Yale School of Management and College of Business, Korea Advanced Institute of Science and Technology (KAIST)
Downloads 280 (205,174)

Abstract:

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targeted advertising, recommendation, AI, algorithms, consumer inference, persuasion, pricing, privacy choice, personal data opt-out

5.
Downloads 248 (230,887)
Citation 9

The Benefit of Collective Reputation

RAND Journal of Economics, Vol. 50, No. 4, 2019, Cowles Foundation Discussion Paper No. 2068R
Number of pages: 62 Posted: 06 Apr 2018 Last Revised: 28 Nov 2022
Zvika Neeman, Aniko Oery and Jungju Yu
Tel Aviv University - Eitan Berglas School of Economics, Yale University - Cowles Foundation and College of Business, Korea Advanced Institute of Science and Technology (KAIST)
Downloads 170 (326,532)

Abstract:

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Branding, Collective reputation, Commitment, Country of origin

The Benefit of Collective Reputation

Cowles Foundation Discussion Paper No. 2068
Number of pages: 63 Posted: 10 Jan 2017
Zvika Neeman, Aniko Oery and Jungju Yu
Tel Aviv University - Eitan Berglas School of Economics, Yale University - Cowles Foundation and College of Business, Korea Advanced Institute of Science and Technology (KAIST)
Downloads 78 (582,395)
Citation 4

Abstract:

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Branding, Collective Reputation, Commitment, Country of Origin

6.

Multi-dimensional Targeting and Consumer Response

Despotakis, S., & Yu, J. (2022). Multidimensional Targeting and Consumer Response. Forthcoming at Management Science., KAIST College of Business Working Paper Series 2021-015
Number of pages: 48 Posted: 09 Aug 2021 Last Revised: 28 Nov 2022
Stylianos Despotakis and Jungju Yu
City University of Hong Kong (CityU) - Department of Marketing and College of Business, Korea Advanced Institute of Science and Technology (KAIST)
Downloads 155 (353,517)
Citation 4

Abstract:

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Multi-dimensional Targeting, Data Granularity, Endogenous Consumer Response, Click-through Rates, Commitment Problem