Articles by Junho Choi

Junho ChoiDr. Choi completed his PhD at SUNY at Buffalo and teaches UX at Yonsei University. He has worked as a UX consultant to Samsung Electronics and LG Electronics. Also, he was a member of the board of directors at Kakao Corp.

A Structural Model for Unity of Experience: Connecting User Experience, Customer Experience, and Brand Experience

Abstract Understanding customer experience from a holistic perspective requires examination of user experience in the context of marketing and branding. This study attempts to underpin the effects of UX on brand equity by developing and verifying a conceptual framework that connects user experience (UX), customer experience (CX), and brand experience (BX). A structural equation modeling […] [Read More]