| To partner or not? A study of co-branding partnership and consumers' perceptions of symbolism and functionality toward co-branded sport products HY Yu, GM Robinson, DH Lee International Journal of Sports Marketing and Sponsorship, 2021 | 19 | 2021 |
| Motivational determinants of digital ticketing: the mediating effect of service satisfaction and the moderating effect of psychological discomfort S Kim, HY Yu, HW Lee International Journal of Sports Marketing and Sponsorship, 2022 | 12 | 2022 |
| Multidimensional value of customers' mobile service experiences in the food service context J Kwon, HY Yu, J Ahn Journal of Hospitality and Tourism Insights, 2022 | 8 | 2022 |
| Water sport tourists’ hesitation in decision-making during the COVID-19 pandemic: The moderating effect of destination image J Song, M Jung, K Park, HY Yu Sustainability 14 (8), 4414, 2022 | 8 | 2022 |
| Values and goals of Chinese sport consumers contrary to American counterparts DH Lee, Y Zhang, M Cottingham, JK Park, HY Yu International Journal of Sports Marketing and Sponsorship 18 (1), 11-28, 2017 | 8 | 2017 |
| City Branding's impact on cities hosting sporting events: Top-down and bottom-up effects in a pre-post study HY Yu, D Lee, J Ahn, M Lee, JJ Foreman Tourism Management Perspectives 46, 101098, 2023 | 5 | 2023 |
| Consumer perceptions to luxury co-branding partnership in sport wearable market HY Yu, D Lee, M Cottingham, L Mange International Journal of Human Movement Science 13 (3), 17-29, 2019 | 5 | 2019 |
| Management and marketing of sports in the US: An introduction D Lee, DW Pearson, M Cottingham, M Lee, HY Yu, BG Pitts, JJ Zhang Sport Business in the United States, 1-23, 2020 | 4 | 2020 |
| The effectiveness of a college athletic department’s pro-environmental initiatives: Examining the tri-component attitude model Y Do Kim, HY Yu, C Nam, SM Dabbs Sustainability and Sports Science Journal 1 (2), 53-72, 2023 | 1 | 2023 |
| An Investigation of the Relationship Between Resident Place Image and Attitudes During Hosting a Sporting Event: A Reflective–Formative Approach HY Yu, M Lee, MG Robinson, D Lee, W Kwon Event Management, 2023 | 1 | 2023 |
| Sport brand extension evaluation: The role of brand extension authenticity M Lee, D Lee, M Cottingham, B Hawkins, HY Yu International Journal of Sport Management 20 (2), 125-149, 2019 | 1 | 2019 |
| Sport Fans’ Team Switching Behavior: The Link between Team Associations and Actual Team Switchers HY Yu, JJ Foreman, D Lee, M Lee International Journal of Business in Sports, Tourism & Hospitality …, 2023 | | 2023 |
| Consumers of fitness centers: An analysis of impact of leadership styles on dropout behavior HY Yu, GM Robinson, T Neal, M Jung Journal of SPORT 9 (1), 57-68, 2022 | | 2022 |
| The impact of coach communication on sparring athlete satisfaction and continued sport participation within collegiate Taekwondo. K Kim, HY Yu, M Jung Korean Society of Martial Arts 16 (2), 109-131, 2022 | | 2022 |
| Relationship Between a Reflective-Formative Model of Team Brand Associations and Behavioral Intentions: The Mediating Effect of Fan Identification HY Yu, N Ternes, CB Ambs, S Kim Journal of Applied Sport Management 14 (1), 5, 2022 | | 2022 |
| INGREDIENT AND SYMBOLIC CO-BRANDING STRATEGIES IN THE SPORTS INDUSTRY HY Yu | | 2020 |
| RATINGS OF SERVICE QUALITY AND SATISFACTION BY SPORT SPECTATORS WITH DIFFERENT PERSONALITY TRAITS HY Yu, J James International Journal of Sport Management 19 (4), 2018 | | 2018 |
| Perceived fan associations with teams: Across NFL, NBA, MLB, and MLS HY Yu, D Lee, B Hawkins, M Cottingham, M Lee International Journal of Sport Management 19 (3), 1-26, 2018 | | 2018 |
| Perceived Service Qualities and Spectator Satisfaction: A Case Study on Gender Differences HY Yu, LW Judge, D Lee International Journal of Human Movement Science 10 (2), 25-39, 2016 | | 2016 |
| The Effect of Personality Traits on Spectator Ratings of Service Quality and Satisfaction H Yu Florida State University, 2015 | | 2015 |
