Jungju Yu

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

85 Hoegiro Dongdaemun-Gu

Seoul 02455

Korea, Republic of (South Korea)

affiliation not provided to SSRN

SCHOLARLY PAPERS

6

DOWNLOADS
Rank 33,585

SSRN RANKINGS

Top 33,585

in Total Papers Downloads

2,283

SSRN CITATIONS
Rank 40,507

SSRN RANKINGS

Top 40,507

in Total Papers Citations

11

CROSSREF CITATIONS

7

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)affiliation not provided to SSRN
Downloads 847 (43,740)
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)affiliation not provided to SSRN
Downloads 567 (74,032)
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)affiliation not provided to SSRN
Downloads 477 (91,682)

Abstract:

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

4.
Downloads 216 (213,587)
Citation 5

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)affiliation not provided to SSRN
Downloads 154 (287,685)

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)affiliation not provided to SSRN
Downloads 62 (528,584)
Citation 5

Abstract:

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Branding, Collective Reputation, Commitment, Country of Origin

5.

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)affiliation not provided to SSRN
Downloads 108 (375,050)

Abstract:

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

6.

Targeted Advertising as an Implicit Recommendation and Personal Data Opt-Out

Number of pages: 41 Posted: 17 Oct 2022
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)affiliation not provided to SSRN
Downloads 68 (496,748)

Abstract:

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