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Faculty

Faculty
Full-time Faculty

Full-time Faculty

Kim, Sang Yong김상용

  • Marketing
  • Professor
  • Marketing Modeling & Quantitative Analysis, Online Promotions, Marketing Channels
  • Room 517 in Hyundai Motor bldg
  • TEL : 02-3290-1956
  • Email : sangkim@korea.ac.kr
  • Fax : 02-922-7220
  • Homepage :
  • Position: Professor
    Area: Business Adiministration (Marketing)
  • Office Hour :

Education

  • Ph.D. in Business Administration, Duke University (September 1995)
  • M.S. in Industrial Administration, Carnegie Mellon University (May 1990)
  • B.A. in History, Seoul National University (August 1987)

Career

  • Administrative Positions
    • Dean, Korea University Business School (2022.11.- 2024.08.)
    • Publisher and CEO, Korea University Press (2021.3.-2022.10.)
    • Director of Advanced Management Program (AMP), Korea University Business School (March 1, 2016 - February 28, 2018)
    • Vice President for Development and External Affairs, Korea University (February 1, 2014 - February 28, 2015) 
    • Associate Dean, Korea University Business School (July 1, 2013 - January 31, 2014) 
    • Academic Director of K-MBA, Korea University Business School (February 1, 2013 - July 1, 2013) 
    • Member, Committee on Academic Affairs Planning and Administration, Korea University (September 2012 - August 2013)  
    • Area Chair of Marketing, Korea University Business School (September 2008 - April 2012) 
    • Academic Director of International Summer Campus, Korea University (November 2006 - September 2007) 
    • Associate Director, Institute for Business Research and Education, Korea University (September 2005 - August 2007) 
       
  • Academic Positions 
    • Professor (September 1, 2006 - Present), Korea University Business School 
    • Visiting Professor (August 2007 - August 2008), Syracuse University. 
    • Associate Professor (September 1, 2001 - August 31, 2006), Korea University Business School 
    • Assistant Professor (March 1, 2001 - August 31, 2001), Korea University Business School 
    • Assistant Professor (September 1, 1998 - February 28, 2001) KAIST College of Business 
    • Assistant Professor (March 1, 1996 -  August 31, 1998), Business Administration, Hallym University 
    • Lecturer (Spring 1996,  Spring 1997) Graduate School of International Studies, Yonsei University
    • Lecturer (September 1 - December 31, 1994) Duke University.
 
  • ​Professional Services
    • Vice-President, Korean Academic Society of Business Administration (2023.3.-2024.2) 
    • President, Korean Society of Consumer Studies (2019.6.-2020.5)
    • President, Korean Marketing Association (April 2017 - March 2019)
    • President, Service Marketing Association of Korea (January 2015 - December 2015), Vice President (January 2014 - December 2014) 
    • Vice President, Korea Distribution Association (March 2011 - February 2016, March 2009 - February 2010)
    • Vice President, Korean Consumer Studies Association (May 2012 - April 2016)
    • Vice President, Korean Marketing Association (March 2011 - March 2017)
    • Executive Director, Service Marketing Association of Korea (February 2011 - January 2015) & Member, Organizing Committee, Autumn Academic Conference (2013, 2011)
    • Chair of Distributino Forum Committee, Korea Distribution Association (March 2010 - February 2011)
    • Executive Director, Korean Academic Society of Business Administration (March 2006 - February 2007)
    • The 9th International Conference on Global Business and Economic Development, Local Organizing Committee (May 25 - 28, 2005) http://subs.montclair.edu/cib 
 
  • Activities for Academic Societies
    • Chair, ICAMA (International Conference of Asian Marketing Associations), Bangkok, Thailand (2018. 4. 20-22.)
    • Editor-in-Chief, Asia Marketing Journal (March 2012 - February 2014)
    • Area Editor, Korean Management Science Journal (March 2006 - February 2014)
    • Member of International Journal Review Board: Marketing Science, International Conference of Electronic Commerce, International Journal of Electronic Commerce, Electronic Commerce Research and Applications, International Game Theory Review, Industrial Marketing Management, Journal of Retailing, Journal of Busines Research. 
 
  • ​Awards

    • Korea University SEOKTOP Excellent Teaching Award (10 times)

    • Korea University Excellent Teaching Award (7 times)

    • Best Paper Award, 2017 Summer AMA Conference, San Francisco, 2017. 8. 5.
    • Academic Contribution Award, Joongang Ilbo, 2017. 6. 21.
    • 2009 Best Paper for Marketing Research, Korean Marketing Association, 2010. 3. 6.
    • The IBRE Distinguished Research Award, Korea University Business School 2008. 11. 19. 
    • Best Teachinng Award, BMP Program, Korea University Business School 2006. 8. 25.
    • Teaching Excellence Award - "Liberty", Korea University Business School, 2002. 9. 9.
    • Honorable Mention, Annual A. G. Clayton Doctoral Dissertation Proposal Competition, Marketing Science Institute, Cambridge, MA. 
    • Alpha Mu Alpha, Marketing National Honor (1995), American Marketing Association, Chicago, IL. Fuqua Fellowship, 1990-1993, Duke University, Durham, NC.

 

  • Outside Board Member (Independent Director) 
    • Citigroup Global Markets Korea Securities Limited (2024.3.-2027.2.)
    • Hyundai Steel (2018.3.-2024.2.)
    • Bukwang Pharmaceutical Co. (2016.3.-2022.2.)
 
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Publications

  • Journal articles
    • "Manufacturer Allowances and Retailer Pass-Through Rates in a Competitive Environment," Sang Yong Kim and Richard Staelin (1999), Marketing Science, Vol.18, No.1, 59-76.
    • "Consumers' Perceived Importance of and Satisfaction with Internet Shopping," Sang Yong Kim and Young Jun Lim (2001), Electronic Markets, vol.11, no.3, 148-154.
    • "Competitive Non-linear Pricing with Product Differentiation," Taeki Min, Sang Yong Kim, Changhoon Shin, and Minhi Hahn (2002), International Review of Economics and Finance, 11 (2), 155-173.
    • "Estimation of Information Value on the Internet: Application of Hedonic Price Model" Hyung Seok Lee, Kwangtae Park, and Sang Yong Kim (2003), Electronic Commerce Research and Applications, vol.2, no.1, 73-80.
    • "A Study of Marketing Ethics in Korea: What do Koreans Care About?" Sang Yong Kim and Sung Yong Chun (2003), International Journal of Management, vol.20, no.3, 377-383.
    • "Factors influencing the Adoption Behavior of Mobile Banking: a South Korean perspective”, Ki Soon Lee, Hyung Seok Lee, and Sang Yong Kim (2007), Journal of Internet Banking and Commerce, vol.12, no.2, 1-9. http://www.arraydev.com/commerce/jibc/
    • "Differential Effects of Determinants on Multi-Dimensions of Trade Show Performance: by Three Stages of Pre-show, At-show, and Post-show Activities”, Chang Hyun Lee and Sang Yong Kim (2008), Industrial Marketing Management, 37 (7), 784-796
    • "Present and Future of Internet Banking in China" by Xina Yuan, Hyung Seok Lee, and Sang Yong Kim (2010), Journal of Internet Banking and Commerce, Vol.15, No.1, 1-10. http://www.arraydev.com/commerce/jibc/
    • "Direct-to-consuemr advertising(DTCA) for prex_x_scription drugs: Consumers' attitudes and preferences concerning its regulation in South Korea" by Hae Sun Shu, Donghyun Lee, Sang Yong Kim, Dong Hyun Chee and Hye-Young Kang (2011), Health Policy, Vol.101, No.3, 260-268. http://www.elsevier.com/locate/healthpol
    • "Cultural influences on consumer values, needs and consumer loyalty behavior: East Asian culture versus Eastern European culture" by Xina Yuan, Tae Ho Song and Sang Yong Kim (2011), African Journal of Business Management, Vol. 5, No. 30, 12184-12196. http://www.academicjournals.org/AJBM
    • “New Product Marketing Strategy: The Case of Binggrae's 'a Cafe la'", Minsun Yeu, Doo-Hee Lee, Sang Yong Kim, Shijin Yoo (2012), Asia Marketing Journal, 14 (3), 169-184.
    • “Innovative Marketing Channel in the South Korean Retail Bank Industry: The Case of KB Rockstar", Hwan Chung, Sang Yong Kim, Changjo Yoo (2013), Asia Marketing Journal, 15 (1), 23-42.
    • “Optimality of Customer Relationship Management: Dose Profitability Really Matter?", Tae Ho Song, Ji Yoon Kim, Sang Yong Kim (2013), Asia Marketing Journal, 15 (3), 141-157.
    • "How FIEs may sustain competitive advantage in China: Adapting marketing strategy by the use of Guanxi", Xina Yuan, Sang Yong Kim, Wanwen Dai, Jan Ketil Arnulf (2014), Baltic Journal of Management, 9 (1), 22-46, www.emeraldinsight.com/1746-5265.htm.
    • “SNS Effect of the Negative Event on the Firm Performance: Comparison between Pre and Post SNS Media Appearance", Sang Yong Kim, Da Eun Lee (2014), Asia Marketing Journal, 16 (1), 21-33.
    • “The Effect of Perceived Risk, Hedonic Value, and Self-Construal on Attitude toward Mobile SNS", Ji Yoon Kim, Sang Yong Kim (2014), Asia Marketing Journal, 16 (1), 149-168.
    •  "How Perceived Quality Works in New Technology Adoption Process: A Cross-National Comparison among China, Korea and Japan", Ji Yoon Kim, Xina Yuan, Sang Yong Kim, Young Joo Lee (2014), Journal of Global Informaiton Management, 22 (2), 23-47, April- June.
    • “K-Pop Music Worldwide and Digital Marketing Role in Brazil”, Patricia Lourenco, Sang Yong Kim (2016), Asia Marketing Journal, 17 (4), 63-88.
    • “Innovation capability, marketing capability and firm performance: A two-nation study of China and Korea”, Xina Yuan, Sohyoun Shin, Xinming He, Sang Yong Kim (2016), Asian Business and Management, 14, 1-25.
    • “Developing An Effective Loyalty Program Using Goal-Gradient Behavior in Tourism Industry”, Tae Ho Song, Sang Yong Kim, Woo Li Ko (2016), Journal of Travel and Tourism Marketing, 34 (1), 70-81.
    • “The Dynamic Effect of Customer Equity across Firm Growth: The Case of Small and Medium-sized Online Retailers", Tae Ho Song, Sang Yong Kim, Ji Yoon Kim (2016), Journal of Business Research, 69, 3755-3764.
    • "Business Relationship Strategy for Foreign-Invested Enterprises in China: The Moderating Role of Competitive Structure and Entry Type", Xina Yuan, Sang Yong Kim, Tae Ho Song, Jin Won Lee (2017), Journal of Asian and African Studies, http://journals.sagepub. com/eprint

    • “The Effect of Social Media Advertising on Social Search in China: Evidence from Luxury Brand”, Xing Gao, Sang Yong Kim, Da Yeon Kim, Seung Min Lee (2019), Asia Marketing Journal, 21 (3), 65-82.

      “공유경제서비스 경험고객의 만족요인과 공유선호정도의 조절효과를 고려한 재이용의도에 관한 연구”, 김다연, 김상용 (2020), 소비자학연구, 31 (1), 65-90, 한국소비자학회.

      “Vying with IKEA: HANSSEM’s Competitive Advantage at Marketing Frontier”, Sang Yong Kim, Seung Min Lee (2020), Asia Marketing Journal, 22 (2), 87-98.

      “The effects of strategic alliance emphasis and marketing efficiency on firm value under different technological environments”, Wooli Ko, Sang Yong Kim, Jongho Lee, Tae Ho Song (2020), Journal of Business Research, 120, 453-461.

      “Impact of visual information on online consmer review behavior: Evidence from a hotel booking website”, Molan Kim, Seung Min Lee, Sanghak Choi, Sang Yong Kim (2021), Journal of Retailing and Consumer Services, 60, 102494.

      “Consumers’ Active Reaction to Brands Taking Stands on Public Issues on Twitter”, Anastasiia Berestova, Da Yeon Kim, Sang Yong Kim (2022), Sustainability, 14 (January).

      “Impact of customer-generated evaluation information on sales in online platform-based markets”, Da Yeon Kim, Sang Yong Kim (2022), Journal of Retailing and Consumer Services, 68, 103016 (September).

      “Investigating the effect of customer-generated content on performance in online platform-based experience goods market”, Da Yeon Kim, Sang Yong Kim (2023), Journal of Retailing and Consumer Services, 74, 103409 (June).

      “마케팅 역량과 기업성과: 유통채널 관리역량과 기업혁신과의 관계에서 시장감지역량과 고객 관계 관리역량의 매개 효과를 중심으로” 이은의, 육혜연, 김상용 (2023), 마케팅연구, 38 (3), 19-44, 한국마케팅학회.

      “Investigating the Impact of Content and Style on Consumer Responses in YouTube Review Videos with a Data-Driven Approach”, Da Yeon Kim, Ju Yeon Park, Sang Yong Kim (2024), 서비스마케팅저널, 17 (2), 5-20.

      “스마트폰 시장 트렌드 예측을 위한 텍스트마이닝 기반 미래신호예측 방법론: 갤럭시 S25 뉴스 빅데이터를 중심으로”, 김다연, 노승국, 김상용 (2025), 상품학연구, 43 (5), 1-9.

      “What Drives Consumer Engagement on Weibo?: The Roles of Promotional Incentives and Influencer Characteristics”, Da Yeon Kim, Ziwei Wang, Sang Yong Kim (2026), Jounral of East Asia Management, 7 (2), 35-58.

  • Conference Proceedings & Presentations
    • March 1994, "Retail Power: Is it an Illusion?," Sang Yong Kim & Richard Staelin, TIMS Marketing Science Conference, University of Arizona.
    • March 1996, "Retail Power: Allowance and Pass-Through Rate," Sang Yong Kim & Richard Staelin, INFORMS Marketing Science Conference, University of Florida.
    • March 1997, "Strategic Role of Multichannel Distribution," Sang Yong Kim & Eunkyu Lee, INFORMS Marketing Science Conference, U.C.-Berkeley.
    • April 1998, "An Exploratory Research on the Korean Consumer Attitude at the Electronic Market," Sang Yong Kim, Namjae Cho, Jungduk Kim, & Choong Nyoung Kim, International Conference on Electronic Commerce '98, Seoul, Korea. Proceedings pp. 57-64.
    • June 2000, "Allocation of Marketing Resources: On-line vs. Off-line," Sung Yong Chun and Sang Yong Kim, INFORMS-KORMS Seoul 2000. Proceedings, pp. 547-553.
    • June 2000, "Uniform can be better than Two-Part Pricing under Competition," Taeki Min, Sang Yong Kim, Changhoon Shin, and Minhi Hahn, INFORMS-KORMS Seoul 2000. Proceedings.
    • August 2000, "Relationship Between Consumer's Perceived Importance and Satisfaction at the Internet Shopping," Young-Jun Lim and Sang Yong Kim, International Conference on Electronic Commerce 2000, Seoul, Korea. Proceedings, pp. 83-87.
    • June 2003, “Feedback Effect of Brand Extension on Family Brand and Its Products", Siena Kim, Minhi Hahn, and Sang Yong Kim, Advertising and Consumer Psychology Conference, Seoul, Korea. proceedings, pp.12-13.
    • June 2004, “An Empirical Study on the Effect of E-Sales Promotions in the Internet Finance Market", Sang Yong Kim, INFORMS Marketing Science Conference, Erasmus University, Rotterdam, The Netherlands.
    • May 2005, “A Study of Factors Influencing Adoption of Wireless Internet Banking Services", Gi Soon Lee, Doo Hee Lee, and Sang Yong Kim, The 9th International Conference on Global Business and Economic Development, Hanyang University, Seoul, Korea, proceedings, pp.719-726.
    • May 2005, “AVR (Audience Variation Rate) As a New Predictor of Film Performance", Chang Hyun Lee and Sang Yong Kim, The 9th International Conference on Global Business and Economic Development, Hanyang University, Seoul, Korea, proceedings, pp.1062-1067.
    • July 2005, “Determinants of the Use of Export Marketing Assistance Programs and their Effects on Export Performance of Korean Firms ”, Chul Lee, Sang Yong Kim and Jaehee Jung, The Academy of International Business 2005 Annual Conference, Quebec, Canada, proceedings, p.181.
    • May 2007, “Cross-cultural consumer values, needs and purchase behavior in Uzbekistan and South Korea”, Viktor Son, TaeHo Song, Sang Yong Kim, Korea Society of Consumer Studies, Korea University, proceedings, pp..
    • June 2008, “Cross-Brand Pass-Through of Promotional Allowances”, Sang Yong Kim and Eunkyu Lee, INFORMS Marketing Science Conference, University of British Columbia, Vancouver, Canada, abstract proceedings p.SD10.
    • October 2008, “The effect of advertising on sales: considering aggregated data bias”, TaeHo Song, Xina Yuan, Jiyoon Kim, Sang Yong Kim, Korean Operations Research and Management Science Society, KAIST Seoul Campus, proceedings pp.319-323.
    • August 2009, “The Antecedents of Market Performance in China”, Xina Yuan, Hyung Seok Lee, Sang Yong Kim, Korean Marketing Association, Yongpyong, p.71.
    • August 2010, “The Darkside of Long-term Orientation in the Competitive Environment”, TaeHo Song, Sang Yong Kim, Korean Marketing Association, Incheon Songdo Convensia, p.43.
    • August 2010, “The determinants of market performance of FIEs in China”, Xina Yuan, Sang Yong Kim, TaeHo Song, Korean Marketing Association, Pukyong National University, p.134.
    • June 2011, “The Effect of Effort Level on Reward Redemption Behavior", Jiyoon Kim, Janghyuk Lee and Sang Yong Kim, INFORMS Marketing Science Conference, Houston, Texas, USA, FA15.
    • June 2011, “Competitiveness of Customer Relationship Managment: Does Profitability Really Matter?", Tae Ho Song and Sang Yong Kim, INFORMS Marketing Science Conference, Houston, Texas, USA, SA15.
    • ing Media Communications”, Wooli Ko and Sang Yong Kim, INFORMS Marketing Science Conference, Atlanta, Georgia, USA.
    • June 2015, “Analyzing Competition Structure by using Google Search Querry Data”, Woochan Shim, Janghyuk Lee and Sang Yong Kim, INFORMS Marketing Science Conference, Baltimore, Marylangd, USA.
    • June 2015, “A Study Examing the Effect of Type of Memberships and Timeing of Rewards on Customer Loyalty”, DongYoung Kim and Sang Yong Kim, INFORMS Marketing Science Conference, Baltimore, Marylangd, USA.
    • June 2015, “The Effect of Construal Level on Choice of Small Online Shopping Mall”, Jiyoon Kim, Sang Yong Kim, Kyunghee Chu, HeeChan Park, and Jin Won Lee, INFORMS Marketing Science Conference, Baltimore, Marylangd, USA.
    • September 2015, “Dynamic Effect of Customer Equity on Firm Performance: Comparison between Leaders and Followers”, Taeho Song, Jiyoon Kim, and Sang Yong Kim, 2015 KMA Fall International Conference, Shanghai, China
    • October 2015, “Boosting the Effect of Goal-Gradient Behavior on Loyalty Programs in the Tourism Industry Application of Temporal Construal Theory”, Taeho Song, Sang Yong Kim and Woo Li Ko, 2015 International Conference of Asian Marketing Association, Tokyo, Japan
    • November 2015, “Identifying Pracical Gaps to Comply with Cost-Effectiveness Guideline in Selecting Comparators in South Korea”, H. Y. Kang, H. Lee, H. Cho and Sang Yong Kim, ISPOR 18th Annual European Congress, Milan, Italy
    • Novebmer 2015, “The Role of Customer Equity in Market Structure”, Jiyoon Kim, Taeho Song and Sang Yong Kim,2015 KSMS International Conference, Seoul, Korea 

    • 2021년 6월, “Consumer Active Reaction to Brands taking a Stand on Public Issues on Twitter”, Anastasiia Berestova, 김다연, 김상용, 2021 서비스마케팅학회 춘계학술대회, 한양사이버대학교.

      2021년 6월, “Role of Information at Online Platform-based Market and its Effect on Sales” Da Yeon Kim, Sang Yong Kim, 2021 INFORMS Marketing Science Conference, Rochester, NY, USA.

      2022년 4월, “The impact of customer-generated evaluation contents on Sales in online shopping platform”, 김다연, 김상용, 2022 한국소비자학회 춘계학술대회, 라한셀렉트 경주.

      2024년 3월, “공유서비스시장에서 인지된 브랜드가치에 관한 연구: 고객 생성 콘텐츠 (customer-generated content) 분석을 중심으로”, 김다연, 김상용, 2024 서비스마케팅학회 춘계학술대회, 제주 다인오세아노호텔&리조트.

      2024년 11월, “The different impacts of influencer power and influencer communication onconsumer response: the moderating role of brand power”, Da Yeon Kim, Sang Yong Kim, International Conference of Asia Marketing Associations (ICAMA) 2024, Osaka, Japan.

 
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Books

17 books & 73 published papers at academic journals including Marketing Science, Industrial Marketing Management, Journal of Business Research, Asia Marketing Journal and so on.

Total 17 books are 4 single-authored, 11 co-authored, and 2 translated
such as
Marketing Channel Management, 4th edition, (2026)

Principles of Marketing ABC (2022)
Marketing Research for Business Analytics (2017)
Marketing Keywords 101 (2013)
Business Keywords 101 (2016)

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Research

list