| Exploring consumer attitudes and purchasing intentions of cross-border online shopping in Korea B Han, M Kim, J Lee Journal of Korea Trade 22 (2), 86-104, 2018 | 106 | 2018 |
| Hofstede’s collectivistic values and sustainable growth of online group buying B Han, M Kim Sustainability 11 (4), 1016, 2019 | 27 | 2019 |
| The relationship between perceived brand globalness/localness and purchase intention: exploring the role of consumer-brand identification with underdog positioning B Han Journal of Product & Brand Management 32 (4), 632-644, 2023 | 17 | 2023 |
| Interaction of the underdog with equality and scarcity B Han, M Kim Marketing Intelligence & Planning 38 (2), 254-267, 2020 | 14 | 2020 |
| An Exploratory Study of Subscribers' Attitude toward Mobile Advertising: Evidence from Bangladesh: Evidence from Bangladesh A Hossain, B Han, M Kim Asia-Pacific Journal of Business & Commerce 9 (2), 29-44, 2017 | 4 | 2017 |
| Leveraging Underdog Positioning and Consumer Trait Agreeableness for Sustained Marketing Strategy B Han, AY Sembada, LW Johnson Sustainability 13 (23), 12940, 2021 | 3 | 2021 |
| Internationalization of Brand Biography: Firm Characteristics as Moderators BW Han, M Kim Journal of Korea Trade 23 (3), 105-117, 2019 | 3 | 2019 |
| Understanding Consumer Perceptions of Brand Globalness and Localness: The Roles of Self-Regulatory Focus L Xi, BW Han Journal of International Trade & Commerce 19 (1), 87-102, 2023 | 2 | 2023 |
| How perceived brand localness affects purchase intentions: Examining the role of brand authenticity C Zhang, B Han Journal of Global Scholars of Marketing Science 35 (1), 76-97, 2025 | 1 | 2025 |
| The Impact of Underdog Positioning on Consumer Preference in Korea: Focusing on Local Service Providers BW Han JOURNAL OF KOREA TRADE 26 (5), 76-87, 2022 | 1 | 2022 |
| International tourism and economic growth: a panel causality analysis of the three northeast asian countries of China, Japan, and korea M Kim, B Han, JM Kim Asia-Pacific Journal of Innovation in Hospitality and Tourism (APJIHT) 4, 17, 2019 | 1 | 2019 |
| Study on the consumer’s attitude toward cross-border online shopping B Han, MH Kim Journal of Korea Research Association of International Commerce 17 (3), 63-86, 2017 | 1 | 2017 |
| Factors Influencing Social Media Purchases among Uzbekistan Consumers: A Focus on Korean Brands B Han, S Zarnigor Digital Trade Review 22 (3), 1-27, 2024 | | 2024 |
| The Impact of Consumer Characteristics and Brand Attributes on Global Brands: A Focus on the MZ Generation in Emerging Markets X Zhu, BW Han, MH Kim Journal of Korea Trade (JKT) 28 (1), 49-75, 2024 | | 2024 |
| A Study of Cultural Openness and Attitudes towards Global Brands among Chinese Consumers C ZHANG, BW HAN JOURNAL OF APEC STUDIES 15 (2), 69-86, 2023 | | 2023 |
| Distribution of Consumer Support for Underdog Brands: A Systematic Review of the Underdog Effect BW Han The Journal of Distribution Science 20 (7), 119-127, 2022 | | 2022 |
| Mechanisms of Consumer Responses to Underdog Companies: A Global Marketing Perspective B Han Journal of APEC Studies 14 (1), 61-72, 2022 | | 2022 |
