Won, Doyeon and Zhang, Zhu (2010) The relative importance of selected risk relievers in purchasing a licenced sport team jersey online : A conjoint experiment. International Journal of Sport Management, 11 (1). pp. 1-15. ISSN 1546-234X

Zhang, Zhu and Won, Doyeon (2009) The effects of trust in internet shopping on sport consumers' intentions of purchasing licensed sport merchandise on the internet. International Journal of Sport Management and Marketing, 6 (1). pp. 87-105. ISSN 1475-8962

Zhang, Zhu, Won, Doyeon and Pastore, Donna (2005) The Effects of Attitudes Toward Commercialization on College Students' Purchasing Intentions of Sponsors' Products. Sport Marketing Quarterly, 14 (3). pp. 177-187. ISSN 1061-6934