Baek, E., & Oh, G.* (2021). Diverse values of fashion rental service and contamination concern of consumers. Journal of Business Research. 123, 165-175. 

Baek, E., Choo, H.J.*, Wei, X., & Yoon, S.Y. (2020). Understanding the virtual tours of retail stores: How can store brand experience promote visit intentions? International Journal of Retail & Distribution Management, 48(7), 649-666. 

Song, H.K., Baek, E.*, & Choo, H.J. (2019). Try-on Experience with Augmented Reality Comforts Your Decision: Focusing on the Roles of Immersion and Psychological OwnershipInformation Technology & People, 33(4), 1214-1234. 

Baek, E., Lee, H. K.*, & Choo, H.J. (2019). Cross-border online shopping experiences of Chinese shoppersAsia Pacific Journal of Marketing and Logistics, 32(2), 366-385. 

Jang, J. Y., Baek, E., Yoon, S-Y., & Choo, H. J.* (2018). Store Design: Visual Complexity and Consumer ResponsesInternational Journal of Design12(2), 105-118. 

Baek, E., & Choo, H. J.* (2018). Everybody Loves Beauty? The Moderated Effect of Body Attractiveness among Young KoreansFashion & Textiles, 5(1), 16. 

Baek, E., Choo, H. J.*, & Lee, S. H. (2018). Using Warmth as the Visual Design of a Store: Intimacy, Relational Needs, and Approach IntentionsJournal of Business Research. 88, 91-101. 

Jang, J. Y., Baek, E.*, & Choo, H. J. (2018). Managing the Visual Environment of a Fashion Store: Effects of Visual Complexity and Order on Sensation-Seeking ConsumersInternational Journal of Retail & Distribution Management, 46(2), 210-216. Winner of the 2019 Emerald Literati Award [Highly Commended].

Baek, E., Choo, H. J.*, Oh, H., & Yoon, S. Y. (2018). How consumers “see” a visually warm store: Differences between affective and cognitive processorsJournal of Consumer Behaviour17(2), 149-160. 

Kim, D., Baek, E., & Choo, H. J.* (2017). A Study on Exposures to Selfie and Fashion Products in Social Network Service (SNS)Journal of Korean Society of Clothing Industry, 19(6), 701-711.

Jung, H., Baek, E., & Choo, H. J.* (2017). Effects of Human Crowding and the Physical Attractiveness of Others on Customers in StoresJournal of Global Fashion Marketing, 8(1), 69-82.

 Oh, H., Janiszewski, C.*, Baek, E., Choo, H. J. & Yoon, S-Y. (2016). The Effect of Processing Modes and Lighting Types on Shoppers’ Engagement in a StoreAdvances in Consumer Research, 44, 570-571.

Baek, E., & Choo, H. J.* (2015). The Effect of Peers’ Consumption on Hedonic Purchase Decisions. Social Behavior and Personality, 43(7), 1085-1100. 

 Choo, H. J., Rha, J-Y., Baek, E.*, & Kim, H. J. (2015). Human Ecology Research (2000-2013) on Sustainable Consumption of Natural ResourcesFamily and Environment Research, 53(1), 93-106.

Baek, E., Choo, H. J.*, Yoon, S-Y., Jung, H., Kim, G., Shin, H., Kim, H., & Kim, H. (2015). An Exploratory Study on Visual Merchandising of an Apparel Store Utilizing 3D TechnologyJournal of Global Fashion Marketing, 6(1), 33-46.

Choo, H. J.*, Lee, H. K., Baek, E., & Kwon, H. (2013). Research on Price Comparison of Fashion Brands in Global Market. Fashion Information and Technology, 10, 66-78. *Selected Media Coverage (June 29, 2015): Arirang News, “Why are foreign goods more expensive in Korea,” Available at

Moon, H., Choo, H. J.*, Park, H. S., & Baek, E. (2013). The Roles of Benefit and Risk Perception in Ethical Fashion Consumption. Journal of Korean Society of Clothing and Textiles, 37(2), 159-173.

Chu, W.*, Baek, E., & Ko, K. (2012). Jeju Air: Branding of a K-Pop Airline. Asia Marketing Journal, 14(4), 189-207.