Graduate School of Business

EDUCATION

1989 Ph.D. Columbia University
1985 MBA Columbia University
1983 B.B.A. Yonsei University

ACADEMIC AND PROFESSIONAL EXPERIENCE

Professor, School of Business, Yonsei University, 2002-present
Associate Professor, School of Business, Yonsei University, 1997-2001
Assistant Professor, School of Business, Yonsei University, 1994-1997
Assistant Professor, State University of New York at Buffalo, 1989-1994

Senior Vice President for Administration & Development, Yonsei University, 2020-present
Dean, School of Business, Yonsei University, 2015-2017
Director, Yonsei Business Research Institute, 2013-2015
Vice President for International Affairs, Yonsei University, 2010-2012
Vice President for External Affairs and Development, Yonsei University, 2008-2010
Director, Institute for Leadership Development, Yonsei University, 2007-2008 
Associate Dean, Graduate School of Business, Yonsei University, 2005-2007

TEACHING INTERESTS

Marketing
Marketing Strategy

RESEARCH INTERESTS

Marketing Strategy
Brand Strategy
Analysis of Brand Choice Behavior
Marketing Modeling Long Term
Impacts of Marketing Mix Variables
Marketing Database Analysis

SELECTED PUBLICATION

"How Special am I? Cosumer Responses ti Promotion Indivisualization and Notification Exclusivity," Asia Pacific Journal of Marketing and Logistics, 35(3), 2023. 3., pp.582-605.

"Measuring Customer Service Experience: Exploratory Comparison between State and Frequency Measures." Korean Journal of Business Administration, 34(7), 2021.7., pp.1279-1298.

"Learning Persistence for Online Educational Contents: The Role of Teaching Presence and Consumption Emotions." Journal of Channel and Retailing, 26(2), 2021.4., pp.1-23.

“The Moderating Role of Consumption Emotion and Satisfaction on Consumer Price Sensitivity,” Journal of Marketing Management Research, v24(3), 2019.7, pp.19-45.

    
“When My VIP Status Falters: Customer Purchase Response to Changes in VIP Status and Preferential Treatment,” Journal of Korean Marketing Association, v32(3), 2017.8, pp.45-68. 

“Effects of the Fit between Psychological Distance and Emotion for Online Word-of-Mouth,” Journal of Korean Marketing Association, v29(4), 2014.8, pp.45-67.
    
“Do Customers Reflect Future Reward in Evaluating the Value of a Reward Program? : The Moderating Effect of Customer’s Brand Loyalty,” Korean Journal of Business Administration, v27(2), 2014.2, pp.243-262.
    
“Modeling the Impact of Promotion Frequency on the Formation of Consumer Reference Price,” Journal of Consumer Studies, v25(1), 2014.2, pp.61-86.
    
“Introduction to the Special Issue on Advancing Research Methods in Marketing: Editorial,” Journal of Business Research, v66(9), 2013.9, pp.1243-1244.
    
“The Effects of Likability of Korean Celebrities, Dramas, and Music on Preferences for Korean Restaurants: A Mediating Effect of a Country Image of Korea,” International Journal of Hospitality Management, v46, 2013.9, pp.200-212.
    
“Is the Culture-Emotion Fit Always Important? Self-Regulatory Emotions in Ethnic Food Consumption,” Journal of Business Research, v66(8), 2013.8, pp.983-988.
    
“Seller's Decision Strategy for Profit Increase at Internet Auction,” Korean Journal of Business Administration, v25(4), 2012.7, pp.2185-2207. 
    
“Customer Service Strategy at Lotte Department Store,” Journal of Consumer Studies, v23(2), 2012.6, pp.383-397.
    
“Implementing Customer Experience Management on Korean Restaurant Globalization: A Focus on American, Chinese, and Japanese Customers,” International Journal of Tourism Sciences, v34(7), 2010.10, pp.133-157.
    
“Analyzing Foreign Consumers' Perceived Brand Image of Korean food,” Korean Journal Food Cookery Science, v25(6), 2009.12, pp.655-662.
    
“Korean Air: Bringing Art and Culture to the World,” Korean Marketing Journal, v11(3), 2009.10, pp.167-184.
    
“Do VIP Programs Always Work Well? The Moderating Role of Loyalty,” Psychology & Marketing, v26(7), 2009.7, pp.590-609.
    
“Determinants of visual forms used in print advertising A cross-cultural comparison,” International Journal of Advertising, v28(1), 2009.1, pp.13-47.
    
“LIG Corporate Image Re-establishment through New Corporate Image Strategy,” Korean Marketing Journal, v10(3), 2008.10, pp.103-125.
    
“New Product Development and Launching Strategy for a Flatscreen TV,” The Korean Venture Management Review, v11(1), 2008.2, pp.121-144.
    
“World First Alkaline Soju: Market Segmentation Through Well-being Soju,” Korean Marketing Journal, v9(3), 2007.10, pp.209-232.
    
“Adopting the Concept of Reference Discount in Modeling the Impact of Price Discount on Brand Choice,” Journal of Consumer Studies, v18(2), 2007.6, pp.23-40.
    
“Progress of Management Education in Korea,” Journal of Management and Entrepreneurship, v1(2), 2007.4, pp.3-12.
    
“Modeling the Impact of Feature Advertising on Sales to Derive the Optimal Advertising Interval,” Journal of Korean Marketing Association, v22(1), 2007.3, pp.59-80.
    
“Implementing Ethical Business Practices: The Case of Aju Group,” Journal of Consumption Culture, v9(4), 2006.12, pp.241-260.
    
“Korean Airlines’ Internet Marketing Strategy,” Korean Marketing Journal, v7(3), 2005.10, pp.143-159.
    
“The Comparison of Online and Offline Purchases: A Transaction Cost Perspective,” Journal of Distribution Research, v9(1), 2004.1, pp.25-45.
    
“Measuring Service Quality Perception of University Faculty Members and Staffs Towards Faculty Foodservice Based on Lifestyle Segmentation,” Korean Journal of Community Nutrition, 8(4), 2003.8, pp.556-565.

Principles of Marketing (3/e), Bak Young Sa, Seoul, Korea, 2017.
Integrated Marketing Communication(3/e), Hakhyun Sa, Seoul, Korea, 2014.
Marketing Management (4/e), Bak Young Sa, Seoul, Korea, 2011.
Market-oriented Business & Marketing Strategy (3/e), Hakhyun Sa, Seoul, Korea, 2011.

PROFESSIONAL ACTIVITIES AND AWARDS

Editor-in-Chief, Korean Management Review, 2017-2019
Vice President, The Korean Academic Society of Business Administration, 2015
Vice President, Korean Marketing Association, 
Editor-in-Chief, Journal of Korean Marketing Association, 2010-2012
Editorial Board Member, International Journal of Research in Marketing, 2008-present
Vice President, Korean Association for Survey Research, 2005-2006
Editorial Board Member, Journal of Consumer Studies, 2004-2006
Editorial Board Member, Journal of Distribution Research, 2002-2005