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 (Refereed 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.