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Mark Yi-Cheon Yim


Mark Yim
Dr. Mark Yi-Cheon YimAssistant Professor
  • College
    Manning School of Business
  • Department
    Marketing Entrepreneurship and Innovation
  • Phone
    (978) 934-2909
  • Office
    Pulichino Tong Business Center - 231
  • Email
  • Profile Links

Research Interests

Digital marketing, Retailing/E-tailing, Luxury branding

Education

  • Ph D: Advertising, (2011), University of Texas - Austin
  • MS: Advertising, (2005), University of Illinois - Urbana-Champaign, IL
  • BA: German Language and Literature, (2002), Korea University - South Korea

Selected Awards and Honors

  • The Recognition as the Highest Number of Peer-Reviewed Publications & Creative Works 2018-2019 (2019), Scholarship/Research - Office of UMass Lowell Vice Chancellor for Research & Innovation
  • The UMass Lowell Award for Excellence in Innovative Teaching (2019), Teaching - University of Massachusetts Lowell
  • The Recognition as the Highest Number of Peer-Reviewed Publications & Creative Works 2017-2018 (2018), Scholarship/Research - Office of UMass Lowell Vice Chancellor for Research & Innovation
  • Outstanding Reviewer Award, Journal of Interactive Advertising (2018), Scholarship/Research - American Academy of Advertising
  • The Recognition as the Highest Number of Peer-Reviewed Publications & Creative Works 2016-2017 (2017), Scholarship/Research - Office of UMass Lowell Vice Chancellor for Research & Innovation
  • Best Paper Award (Track: Advertising, Promotion & Marketing Communication) (2017), Scholarship/Research - American Marketing Association
  • Emerald Literati Network Awards for Excellence: Highly Commended Paper Award Winner (2015) - International Marketing Review
  • Faculty Scholarship Award (2015) - The Wehle School of Business at Canisius College

Selected Publications

  • Yim, M.Y., Park, S. (2019). "I am not satisfied with my body, so I like augmented reality (AR)” Consumer responses to AR-based product presentations. Journal of Business Research, 100 581-589.
  • Yim, M.Y., Yoo, C.Y. (). Are digital menus really better than traditional menus? The mediating role of consumption visions and menu enjoyment. Journal of Interactive Marketing (conditionally accepted).
  • Park, S., Yim, M.Y. (). Do celebrity endorsements benefit familiar luxury brands? A perspective from social adaption theory. Journal of Current Issues & Research in Advertising.
  • Yim, M.Y., Baek, T., Sauer, P.L. (2018). I see myself in service and product consumptions: Measuring self-transformative consumption vision (SCV) evoked by static and rich media. Journal of Interactive Marketing, 44 122-139.
  • Yim, M.Y., Abdourazakou, Y., Sauer, P.L., Park, S. (2018). Modelling the dimensionality effects on brand placement effectiveness in stereoscopic 3-D versus 2-D sports games. International Journal of Advertising, 37(6) 958-983.
  • Kim, Y.K., Yim, M.Y. (2018). When nostalgia marketing backfires: Gender differences in the impact of nostalgia on youthfulness for older consumers. Applied Cognitive Psychology (* Equal Authorship).
  • Yim, M.Y. (2017). When shoppers don’t have enough self-control resources in a grocery store: Applying the strength model of self-control. Journal of Consumer Marketing, 34(4) 328-337.
  • Yim, M.Y., Chu, S., Sauer, P.L. (2017). Is augmented reality technology an effective tool for e-commerce? An interactivity and vividness perspective. Journal of Interactive Marketing, 39 89-103.
  • Yim, M.Y., Sauer, P.L., Williams, J., Lee, S., Macrury, I. (2014). Drivers of attitudes toward luxury brands: A cross-national investigation into the roles of interpersonal influence and brand consciousness. International Marketing Review, 31(4) 363-389.
  • Yim, M.Y., Yoo, S., Sauer, P.L., Seo, J.H. (2014). Hedonic shopping motivation and co-shopper influence on utilitarian grocery shopping in superstores. Journal of the Academy of Marketing Science, 42(5) 528-544.
  • Yim, M.Y., Cicchirillo, V., Drumwright, M. (2012). The impact of stereoscopic 3-D advertising: The role of presence in enhancing advertising effectiveness. Journal of Advertising, 41(2) 113-128.
  • Yim, M.Y., Park, S. (2010). Consumer-behavior research in major advertising and marketing journals: 1997 through 2006. Social Science Review, 22(2) 251-282.
  • Yim, M.Y., Yoo, S., Till, B., Eastin, M. (2010). In-store video advertising effectiveness: Three new studies provide in-market field data. Journal of Advertising Research, 50(4) 386-402.

Selected Presentations

  • Exploring mannequin display effect on consumers’ purchase intention: An embodied cognition theory perspective - American Marketing Association (AMA), August 2019 - Chicago
  • Exploring the effectiveness of tablet-based digital menus: The mediating role of consumption visions on consumer evaluations, - American Academy of Advertising (AAA), March 2019 - Dallas
  • How consumers respond to AR-based virtual try-on when they are not happy about themselves - American Marketing Association (AMA), August 2018 - Boston, MA
  • Do celebrity endorsements benefit luxury branding? - American Academy of Advertising (AAA), March 2018 - New York, NY
  • How consumers process information in menu books: Food marketing communications in food retail contexts - American Academy of Advertising (AAA), March 2018 - New York, NY
  • “I’d like to share it with my friends on Facebook” Investigating message strategies to encourage eWOM - Annual conference of Marketing Edge Summit, October 2017 - New Orleans, LA
  • That’s me eating the sushi: The influence of consumption visions on attitudes toward the product - Annual conference of Summer American Marketing Association (AMA), August 2017 - San Francisco, CA (Best Paper Awarded)
  • I am feeling back to those days: Three-way interaction effect of nostalgia, age, and gender on youthfulness in nostalgia marketing - Annual conference of Academy of Marketing Science (AMS), May 2017 - Coronado, CA
  • I see myself in use: Measuring the strength of consumption visions (CV) - Annual conference of American Academy of Advertising (AAA), March 2017 - Boston, MA
  • Understanding the impact of the body size of models: How guilt and shame influence consumer purchase intention - Annual Conference of Summer American Marketing Association (AMA), August 2016 - Atlanta, GA
  • Are celebrity endorsements necessary in campaigns for luxury brands? - Annual conference of Global Marketing Conference, July 2016 - Hong Kong, China
  • Brand owner’s response to a crisis: Investigating the effect of brand consciousness - Annual conference of Asian-Pacific Conference on Management and Business, June 2016 - Danang, Vietnam
  • The effectiveness of augmented reality based product presentations on consumer evaluations - Annual conference of American Academy of Advertising (AAA), March 2016 - Seattle, WA
  • Why shoppers spend more as they shop longer: A perspective from the self-control strength model - Annual conference of Summer American Marketing Association (AMA), August 2015 - Chicago, IL
  • When a brand is at risk: Strategic brand management with a focus of core competency and self-disclosure - Annual conference of American Academy of Advertising (AAA), April 2015 - Chicago, IL
  • The U-shaped relationship between hedonic shopping motivation and consumers’ changes in purchase decisions - Annual conference of Association for Consumer Research (ACR), October 2014 - Baltimore, MD
  • When highly curious consumers have high self-esteem: Maximizing the effects of augmented reality in brand communication - Annual conference of Association for Consumer Research (ACR), October 2014 - Baltimore, MD
  • When presence meets electronic technology acceptance model: Investigating consumer evaluations on augmented reality technology - Annual conference of European Advertising Academy (EAA), June 2014 - Amsterdam, Netherland
  • Do my eyes deceive me, the king has no clothes – or does he? Understanding ART in wearing virtual apparel - Annual conference of Business Research Consortium (BRC), April 2014 - Rochester, NY
  • Imagine yourself in use: Measuring the construct of consumption visions - Annual conference of Association for Consumer Research (ACR), October 2013 - Chicago, IL
  • Too much spot light: The role of celebrities in luxury brand advertising - Annual conference of American Academy of Advertising (AAA), April 2013 - Albuquerque, NM

Selected Contracts, Fellowships, Grants and Sponsored Research

  • AAA 2019 Research Fellowship (2019), Fellowship - American Academy of Advertising
    Yim, M.Y. (Principal), Jang, J. (Co-Investigator), Yoo, S. (Co-Investigator)
  • Direct Grant for Research (2015), Grant - the Faculty of Social Science, The Chinese University of Hong Kong, Hong Kong.
    Yim, M.Y. (Co-Principal), Kim, S. (Co-Principal)
  • Sakura Research Support (2013), Sponsored Research - Sakura Sushi Japanese Cuisine, Cheektowaga, NY
    Yim, M.Y. (Principal)
  • Research Support (2012), Sponsored Research - School of Education and Human Services Research Support, Canisius College, Buffalo, NY
    Yim, M.Y. (Co-Principal), Abdourazakou, Y. (Co-Principal)
  • CJ Powercast Research Support (2008), Sponsored Research - CJ Powercast Inc., Seoul, Korea
    Yim, M.Y. (Co-Principal), Yoo, S. (Co-Principal)
  • Pavonine Research Support (2007), Sponsored Research - Pavonine Korea Inc., Incheon, Korea
    Yim, M.Y. (Principal)