PUBLICATIONS (Book Chapter)
“Incorporating Model Uncertainty in Market Response Models with Multiple Endogenous Variables by Bayesian Model Averaging” (2022) with Alex Lenkoski, Econometrics - Recent Advances and Applications, edited by Brian Sloboda, IntechOpen. doi: 10.5772/ ISBN 978-1-80356-525-5.
“Measuring Brand Equity: The Marketing Surplus & Efficiency (MARKSURE) based Brand Equity Measure” (2010) with Park, C. Whan, Deborah J. MacInnis, Xavier Dreze, in Brands and Brand Management: Contemporary Research Perspectives, eds. Barbara Loken, Rohini Ahluwalia, and Michael J. Houston, Taylor and Francis Group Publishing, 159-188.
PUBLICATIONS (Journal Articles)
“A Comparative Study of the Predictive Power of Component-Based Approaches to Structural Equation Modeling” (2022), Gyeongcheol Cho, Sunmee Kim, Jonathan Lee, Heungsun Hwang, Marko Sarstedt, Christian M. Ringle, European Journal of Marketing, Vol. 57(6), pp. 1641-1661.
“The Hierarchy-of-Effects Model and Prelaunch Forecasting” (2021), Jonathan Lee and Heungsun Hwang, International Journal of Market Research, Vol. 63 (3), 368-385.
“Testing Moderation and Moderated Mediation of Intent in an Advertising-Adoption Link” (2019), Jonathan Lee and Pamela Miles Homer, Advances in Consumer Research, Vol. 47, 408-411.
“The Mediation Effect of Inertia on Service Duration” (2019), Jonathan Lee, Heungsun Hwang, An Tran, and Astrid Keel, Journal of Applied Structural Equations Modeling, Vol. 3 (1),1-14.
“Repositioning by Abstraction” (2017), Jonathan Lee, Heungsun Hwang, and An Tran, Advances in Consumer Research, Vol. 45, 449-453.
“A Pre-Diffusion Growth Model of Intentions and Purchase” (2012), Pradeep K. Chintagunta and Jonathan Lee, Journal of the Academy of Marketing Science, Vol. 40 (1) 137-154.
“Generalized Structured Component Analysis with Latent Interactions” (2010), Heungsun Hwang, Moon-Ho R. Ho, and Jonathan Lee, Psychometrika, Vol. 75 (2), 228 242.
“Managing Adoption Barriers in Integrated Banking Services” (2009), Jonathan Lee, Maureen Morrin, and Janghyuk Lee, Journal of Services Marketing, Vol. 23(7), 508-516.
“Incorporating Referral Effects into Customer Lifetime Value” (2006), Jonathan Lee, Janghyuk Lee, and Lawrence Feick, Journal of Database Marketing & Customer Strategy Management, Vol. 14 (1), 29-39.
“Determinants of Trademark Dilution” (2006), Maureen Morrin, Jonathan Lee, and Greg M. Allenby, Journal of Consumer Research, Vol. 33 (2), 248-257.
“A Bayesian Model for Prelaunch Sales Forecasting of Recorded Music” (2003), Jonathan Lee, Peter Boatwright, and Wagner Kamakura, Management Science, Vol. 49 (1), 179-196.
“The Impact of Switching Costs on Customer Satisfaction-Loyalty Link” (2001), Jonathan Lee, Janghyuk Lee, and Lawrence Feick, Journal of Services Marketing, Vol. 15 (1), 35-48.
“The Influence of Switching Costs on Customer Retention: A Study of the Cell Phone Market in France” (1999), Jonathan Lee and Janghyuk Lee, European Advances in Consumer Research, Vol. 4, 277-283.
“Modeling Preference and Structural Heterogeneity in Consumer Choice” (1996), Wagner A. Kamakura, Byung-Do Kim, and Jonathan Lee, Marketing Science, Vol. 15 (2), 179-196.
“Consumer Evaluations of Line Extensions: A Conjoint Approach” (1996), Moonkyu Lee, Jonathan Lee, and Wagner A. Kamakura, Advances in Consumer Research, Vol. 23, 289-295.
