Woo Jin Choi

University of Seoul · Department of Business Administration

Purpose Merely being known as a highly ethical or strong performer cannot shield a company from every kind of crisis. From product failures to environmental and social issues, a brand’s ability to manage crises and rapidly regain consumer trust is essential. This study aims to explore whether consumer perceptions of a brands’ prior commitments to t...

Recent advances in interactive communication have allowed companies to introduce new digital technologies to differentiate their online customer chatting services, but little is known about how customers perceive these new services. To answer this call, the current research examines the effects of avatar presentation, company market status, and age...

We develop and test a model that illustrates the effects of pre‐crisis corporate social responsibility (CSR) reputation on consumers' perceived betrayal, resistance to negative information, and retaliatory behavioral intentions, accounting for two types of brand crises, namely, corporate ability and corporate responsibility crises. To enhance the e...

The current research examines how goal orientation affects consumer preference among products with different prices. We argue that a less expensive product may have not only lower perceived quality but also greater perceived quality variability. This greater perceived variability provides the opportunity for optimistic, promotion‐oriented consumers...

Negative spillovers due to firms’ product-harm crises have attracted the attention of marketing researchers owing to the devastating and irrecoverable damage they can cause. Despite the extensive research undertaken on this topic, studies concerning spillovers across competing brands from different companies are relatively scant. Drawing upon self-...

Despite the prevalence of celebrity endorsers for brands that feature sustainable products, there are few empirical studies on what factors should be considered in utilizing endorsers in marketing sustainable products. In this study, we explored the relationships between celebrity endorsers’ characteristics and consumers’ perceptions, attitudes, an...

Consumers tend to have more favorable attitudes for their in-group brands than their out-group brands. However, little is known regarding how brand managers can overcome consumers' negative attitudes toward out-group brands. Drawing on the moral identity literature, the authors theorize that moral identity may enhance out-group (but not in-group) b...