OFFICE
ADDRESS
Associate Professor in Marketing, College of Business Administration
375 Seosuk-dong, Dong-gu, Chosun University
Gwangju, Korea 501-759
PHONE Office : +82.62.230.6845
Fax : +82.62.226.9664



Ph.D. Chonbuk National University, 2000
College of Business Administration
Concentration in Marketing
M.B.A. Chonbuk National University, 1997
College of Business Administration
Concentration: Statistical Analysis, Social Psychology
B.B.A. Chonbuk National University, 1995
Republic of Korea (South Korea)
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RESEARCHER
(2000 - NOW)
Chief Researcher, A Study on the Preference Factors of APT in Gwangju, Supported by GS Engineering & Construction Co. Seoul, Korea: Forecasting Purchasing Factors & Types.

Assistant Researcher, Management and Economics Research Institute in University of Chosun, South Korea.

Development of the Local Community and the National Economy through Theoretical and Practical Studies in Management.

In addition to Management-related Research, the Institute Examines and Advises Local Industry.
CONSULTANT
(2000 - NOW)
Consultant member in Building Global Brand Business of Small & Medium Business Co. Gwangju & Jeonnam, Seoul, Korea: Evaluation & advising for Branding Business.

Staff member in Chief Director of Han-Back Assembly Construction Co. Ltd, Chonju, Seoul, Korea.

Conducted Job Analysis of Purchasing Department. Forecasting Trade Area for APT.

Chief Consultant of R&C Korea(research & consulting) Co., Chonju, Seoul, Korea

Conducted Social Research(Chonju Life Journal) and Analysis of the Statistical Yearbook on Chonju Women(Published by Chonjusi).
ASSISTANCE
DIRECTOR
(1997 - 1999)
An Assistance Director, College of Business Administration in Chonbuk National University.
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CONSUMER
BEHAVIOR
Information Search Behavior, Consumer Information Processing
BUSINESS
to
BUSINESS
MARKETING
Relationship Marketing; Sales Force Control, Evaluation, and Feedback; Managing Performance and Satisfaction; Brand Management
INTERNATIONAL
MARKETING
Cultural Impact on Consumer Inference, Decision-making, and Persuasion Process; Cross Cultural Research; Country-of-Origin Effect
MARKETING
RESEARCH
ISSUES
Web-based Experiments; Structural Equation Modeling (LISREL); Factor Analysis (EFA, CFA); Time Series Processor(TSP).
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Associate Professor, College of Business Administration in Chosun University
The Head of the Graduate School of Business Administration
The Manager of the Construction Advanced Management Program
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TITLE The Applications of Parent Brand-Based and Alternative Brand-Based Schema as a Reference Point for Brand Extension Evaluation
DISSERTATION
COMMITTEE
Jong Ho, Kim (Chairperson, Marketing, University of Chosun)
Seong Ho, Lee (Marketing, University of Seoul)
Byung Ryul, Bae (Marketing, Chonbuk National University)
Ju Young, Park (Marketing, Soongsil University)
Nak Hwan, Choi (Marketing, Chonbuk National University)
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Hwang, Yoon-Yong, SooW-A Choi(2010), “The Effects of Brand Experience on Brand Satisfaction and Loyalty,” DAEHAN Journal of Business, 23(6), 3381-3399.
Hwang, Yoon-Yong(2010), “The Moderating Role of Brand Reputation in the Relative Effects between Brand Equity and Design Equity on Consumers` Product Evaluation,” Journal of Marketing Management Research, 15(2), 1-22.
Hwang, Yun-Yong, Kook-Yong Lee(2010), “The Impact of Product Information and Online Reviews on Online Shopping Intention,” The Academy of Customer Satisfaction Management, 12(1), 195-218.
Hwang, Yun-Yong, SooW-A Choi(2009), “Scarcity Effect on Product Attitude: The Moderating Role of Uncertainty Avoidance and Conspicuous Consumption,” Journal of Marketing Management Research, 14(3), 1-21.
Bae, Ki-Chul, Hak-Jin Shin, Yun-Yong Hwang, Soow-A Choi(2009), “The Role of Willingness to Participation Behavior on the Loyalty toward Festival: Moderating Role of Perceived Behavioral Control,” Journal of Tourism Sciences, 33(2), 123-143.
Na Kwang-Jin, Ray Holland, John Shackleton, Yun-Yong Hwang, T.C. Melewar(2008), “The Moderating Role of Evaluation Criteria for Design Attribute on the Relationship between Design Equity and Brand Equity,” The Journal of Brand Management, 16(3), 195-212.
Hwang, Yun-Yong, SooW-A Choi(2008), “The Impact of Experiential Factor on Participant’s Affective Response and Loyalty Behavior by a Festival,” Journal of Industrial Economics and Business, 21(5), 2113-2131.
Hwang, Yun-Yong, Jae-Min Jung, Ki-Chul Bae(2008), “Self-Construals, Uncertainty, and Desire for Unique Consumer Products: Cross-Cultural Comparison between South Koreans and Americans,” Journal of Korean Marketing Association, 22(1), 23-48.
Jung, Hyung-Shik, Yun-Yong Hwang, SooW-A Choi(2007), “A Study on the Effects of Participation Mtivation, Participation Behavior, and PAD Emotions on Participant Satisfaction at Festivals,” The Academy of Customer Satisfaction Management, 9(3), 135-148.
Whang, In-Chang, Yun-Yong Hwang, Hyo-Sun Jung, SooW-A Choi(2007), “The Impact of Travel Motivation and Images in China on Destination Loyalty," Journal of Industrial Economics and Business, 20(5), 2095-2118.
Hwang, Yun-Yong, Sung-Gu Jeong, Su-Ah Choi, Kook-Yong Lee(2007), “The effects of Public Customer Orientation on Service Quality and Customer Satisfaction in Public Service Sector,” The Academy of Customer Satisfaction Management, 9(2), 97-113.
Hwang, Yun-Yong(2007), “The Role of National Culture and Personal Characteristics on the Effect of Information Appeal Types,” DAEHAN Journal of Business, 20(3), 1119-1147.
Jung, Jin-Chul, Yun-Yong Hwang, Hyo-Sun Jung(2007), “The Impact of Perceived Service Quality on the Customer Behavior through University,” Journal of Industrial Economics and Business, 20(2), 761-785.
Hwang, Yun-Yong, Jae-Min Jung(2007), “Effects of Authority Appeals on Advertising: Cross-National Comparison between Korean and American University Students,” Advertising Research, 74(Spring), 191-213.
Hwang, Yun-Yong(2006), “The Influence of Self-Confidence on Consumer Self-Oriented Information Search Preference: Focusing on Mediated Role of Uncertainty,” Journal of Consumer Studies, 17(4), 145-170.
Hwang, Yun-Yong, Kook-Yong Lee(2006), “A Structural Analysis on the Impact Factors of Continuance Intention in Online Game,” The e-Business Studies, 7(4), 379-400.
Hwang, Yun-Yong, Jae-Min Jung(2005), “The Role of Information Search Performance, Switching Barriers, and Trust on Customer Loyalty toward On-Line Retailers,” Journal of Industrial Economics and Business, 18(6), 2603-2631.
Choi, Nak Hwan, Chang-Won Lee,Yun-Yong Hwang(2005), “The Study of Influence Factors on External Information Search Effort in Online Shopping Malls,” Journal of Korean Academy of Marketing Science, 15(3), 93-116.
Hwang, Yun-Yong(2005), “Relationship Attachment Factors for Place Marketing Effort in a Local Festival,” Journal of Tourism Sciences, 29(2), 255-276.
Hwang, Yun-Yong, Jin-Chul Jung(2005), “The Effects of Psychological Empowerment on the Job Satisfaction with Moderator of the Job Involvement: focused on the Hotel Service Employees,” Journal of Industrial Economics and Business, 18(4), 1541-1564.
Hwang, Yun-Yong, Chang-Won Lee, Nak-Hwan Choi(2004), “The Effect of Information Search Knowledge and Shopping Value on On-line External Information Search Behavior,” Journal of Korean Academy of Marketing Science, 14, 17-37.
Jung, Jinchul, Yun-Yong Hwang(2004), “The Mediating Role of Corporate Trustworthiness on the Customer Satisfaction to Expanded Service-Mix-Factors,” DAEHAN Journal of Business, 17(5), 2211-2236.
Choi, Nak Hwan, Koan-Shin Choi, Yun-Yong Hwang(2004), “The Mood Effect on Consumer Brand Evaluation,” Journal of Marketing Management Research, 9(3), 73-107.
Choi, Nak-Hwan, Dong-Jin Lee, Yun-Yong Hwang(2003), “A Study on Information Search Effort, Outcome and Satisfaction: A Cross-Cultural Comparison of the Korean and the Chinese,” DAEHAN Journal of Business, 16(6), 1967-2002.
Bae, Ki-Chul; Kim, Hyeon-Cheol; Hwang, Yun-Yong(2003), “The Study on the Antecedent and Consequent Factors of Travel Agency Employee's Stress,” Journal of Tourism Sciences, 27(1), 221-243.
Na, Kwang-jin; Hwang, Yun-Yong(2003), “The Role of Providing Evaluative Criteria of Sensory Attributes on Consumer Preference-Variance and Resistance to Market Information,”Korean Journal of Marketing, 5(2), 1-18.
Hwang, Yun-Yong(2003), “The Effect of the Types of Local Emotion-Appealed Messages on the Consumer Persuasion,” Korean Journal of Marketing, 5(1), 23-50.
Hwang, Yun-Yong; Na, Kwang-jin(2002), “The Moderating Role of Prior Knowledge and Involvement to Cognitive-Affective Advertising Evaluation,” Korean Journal of Marketing, 4(2), 104-132.
Hwang, Yun-Yong(2001), “The Influences of Consumer's Individualism/Collectivism Disposition on the Perception of Marketing Signals and Information Search Behavior,” Korean Journal of Marketing, 3(4), 59-89.
Hwang, Yun-Yong(2001), “The Role of Search Motivation on the Relationship Between External Consumer Information Search and Prior Knowledge,” Journal of Consumer Studies, 12(2), 1-22.
Choi, Nak Hwan; So-Jin Park; Yun-Yong Hwang(2000), “An Empirical Study of a Model of External Consumer Prepurchase Information Search,” Journal of Consumer Studies, 11(4), 173-197.
Hwang, Yun-Yong; Nak Hwan Choi(2000), “The Applications of Parent Brand-Based and Alternative Brand-Based Schema as a Reference Point for Brand Extension Evaluation,” Korean Management Review, 29(4), 643-683
Hwang, Yun-Yong; Nak Hwan Choi(2000), “The Role of Motivation to Evaluation, Prior Knowledge on Automatic and Strategic Process of Brand Extension Evaluation,” Korea Marketing Review, 15(2), 47-74.
Choi, Nak Hwan; Ki-Chul Bae; Yun-Yong Hwang(2000), “The Roles of Supervisory Control Dimensions on the Sales Efforts and Travel Agency Employees’ Satisfaction for the Supervisor,” Journal of Tourism Sciences, 23(2), 117-137.
Kim, Jong-Ho; Nak Hwan Choi; Yun-Yong Hwang(1999), “The Moderating Effects of Customer Characteristics on the Service Store Physical Environment and Satisfaction,” DAEHAN Journal of Business, 21(7), 233-257.
Choi, Nak Hwan; Yun-Yong Hwang(1998), “Structural Role Analysis of Prior Knowledge on the Consumer's Psychological Loyalty and Product Evaluation,” Journal of Consumer Studies, 9(4), 35-61.
Choi, Nak Hwan; Yun-Yong Hwang(1997), “The Moderating Role of Prior Knowledge on the Effects of Country-of-Origin in the Evaluation of Perceived Brand Quality,” DAEHAN Journal of Business , 6(12), 485-507.
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Jung, Jin-chul; Hwang, Yun-yong(2004), “The Mediating Role of Corporate Trustworthiness on the Customer Satisfaction to Expanded Service-Mix-Factors,” DAEHAN Association of Business Administration Korea, Summer
Hwang, In-chang; Hwang, Yun-yong(2004), “Trend of New Marketing Research,” HONAM Marketing Conference, Spring
Hwang, Yun-yong; Kim, Hyun-chul; Chon, Wual-soon(2002), “The Moderating Role of Prior Knowledge and Involvement to Advertising Evaluation,” The International Academic Society of Marketing Conference in China, Winter
Choi, Nak Hwan; So-Jin Park; Yun-yong Hwang(2000), “A Study on the External Consumer Information Search,” DAEHAN Association of Business Administration Korea, Winter.
Choi, Nak Hwan; Yun-yong Hwang(2000), “The Exploratory Study on Extended Brand Evaluation Process,” Korean Marketing Management Association, Spring.
Choi, Nak Hwan; Yun-yong Hwang(1999), “The Applications of Parent Brand-Based and Alternative Brand-Based Schema as a Reference Point for Brand Extension Evaluation,” Korean Academic Society of Business Administration, Summer.
Choi, Nak Hwan; Yun-yong Hwang(1999), “The Role of Environmental Sensitivity and Search Knowledge on the Service Store Physical Environment Satisfaction,” Korean Consumption Culture Association, Spring.
Choi, Nak Hwan; Yun-yong Hwang(1998), “Structural Role Analysis of Prior Knowledge on the Consumer's Psychological Loyalty and Product Evaluation,” DAEHAN Association of Business Administration Korea, Fall.
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“How to Tell the Brand Story? : focused on Structural Relationship of Storytelling,” (Data Collection and Analysis stage).
“Impact of Self-Construals and Mediating Role of Regulatory Focus on Consumer Preference for a Type of External Information Search,” (Manuscript preparation stage).
“The Effect of I/C dimension and ethnocentrism on Country-Of-Origin Effect: moderating role of Knowledge,” (Manuscript preparation stage).
“The Study on the Consumer-Based Brand Equity Framework for Brand Extension,” (Manuscript preparation stage).
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Choi, Nak Hwan(2000), “Development Strategy of Self Brand for Center for Visual Art and Technology Chonbuk National University”, Assistant Researcher.
Jung, Jae Min(2000), “The Impact of Culture and Individual Difference Moderators on Ethical Decision Making Process, Criteria, and Judgmental Outcomes: A Cross-National Comparison between South Korea and United States,” Ph.D., Assistance in Korean version of questionnaire translation and data collection.
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Consumer Behavior, Marketing Research, Advertising, International Marketing (Cross-Cultural CB), Brand Management, Sales Management, Channel Management.
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UNDER
-GRADUATE
STUDENT
LECTURER
Chonbuk National University (Year 1999 - 2001)
Consumer Behavior, Marketing Research, Marketing Channel Management, Service Marketing, International Business, Introduction to Advertising, Introduction to Management(3 credit hours).

University of Jeonju(Year 1999 - 2000)
Principle of Marketing, Introduction to Advertising, Data Analysis for EXCEL(3 credit hours).

Korea National Open University (Year 1999 - 2000)
Marketing Management, Introduction to Consumer Protection, SAS Package, SPSS Package(3 credit hours).
TEACHING
ASSISTANT
Taught SPSS Data Analysis, special topics course in marketing research, Spring 1998.
INVITED
LECTURES
Guest lecture (Chonju Kijeon Women’s College), “Introduction to Tourism Marketing,” Summer 1998, Kijeon Continuing Education Center.
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2011 Best Reviewer Award in Korean Marketing Management Association, South Korea.
2004 Best Paper Award in Korean Academy of Marketing Science, South Korea.
1995 - 1996 Awarded University Graduate Scholarship, Chonbuk National University, South Korea.
1988 - 1989
1993 - 1994
Awarded University Undergraduate Scholarship, Chonbuk National University, South Korea.
1995 Awarded Muju Honor Scholarship, Muju City, South Korea.
1986 Awarded High School Scholarship, Muju High School, Korea.
1984 Awarded Middle School Scholarship, Muju Middle School, Korea.
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MEMBER

OF
Society for Consumer Psychology
Korean Academic Society of Business Administration
The Journal of Korea Marketing Association
Korean Society of Consumer Studies
DAEHAN Association of Business Administration
Korean Consumption Culture Association
Korean Marketing Management Association
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NAK HWAN,
CHOI
Nak Hwan Choi Professor Marketing Department College of Business Administration Chonbuk National University Chonju, Chonbuk, South Korea
063. 270. 2998
+ cnh@moak.chonbuk.ac.kr
JONG HO,
KIM
Professor Marketing Department College of Business Administration University of Chosun Gwangju, Chonnam, South Korea
062. 230. 6840
+ jhakim@mail.chosun.ac.kr
BYUNG RYUL,
BAE
Professor Marketing Department College of Business Administration Chonbuk National University Chonju, Chonbuk, South Korea
063. 270. 3044
+ bbr@moak.chonbuk.ac.kr
JU YOUNG,
PARK
Professor Marketing Department College of Business Administration University of Soongsil DongJak-ku, Seoul, South Korea
02. 820. 0591
+ jpark@saint.ssu.ac
HEE SUK,
KANG
Professor Marketing Department College of Business Administration University of Woosuk Chonju, Chonbuk, South Korea
063. 290. 1397
+ khs@core.woosuk.ac.kr
SEONG HO,
LEE
Professor Marketing Department College of Business Administration University of Seoul Dongdaemun-ku, Seoul, South Korea
02. 2210. 2168
+ shlee@uoscc.uos.ac.kr
JAE MIN,
JUNG
(PH.D.)
Associate Professor, International Business and Marketing California State Polytechnic University, Pomona, 3801, West Temple Blvd. Pomona, CA 91768
909-869-2449
+ jmjung@scupomona.edu