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Faculty

Faculty
Full-time Faculty

Retired/Emeritus Professors

Han, Kyuhong 한규홍

  • Marketing
  • Associate Professor
  • Marketing Strategy, Advertising Spending, Customer Satisfaction
  • Room 403 in KUBS Main bldg
  • TEL : 02-3290-1928
  • Email : hkyuhong@korea.ac.kr
  • Fax :
  • Homepage :
  • Office Hour :

Education

  • Ph.D. in Marketing, Rice University, Houston, TX, USA
  • M.S. in Marketing, Korea University, Seoul, Korea
  • Bachelor of Business Administration, Sogang University, Seoul, Korea

Career

Academic Positions

  • 2024–       Associate Professor of Marketing, Korea University Business School, Korea University
  • 2021–24   Assistant Professor of Marketing, Korea University Business School, Korea University
  • 2019–21   Assistant Professor of Marketing, Kenan-Flagler Business School, University of North Carolina at Chapel Hill

 

Professional Service

  • Editorial Review Board: Journal of Marketing (2025–present), Journal of Marketing Research (2022–present)
  • Ad-Hoc Journal Reviewer: International Journal of Research in Marketing, Journal of Consumer Research, Journal of Retailing, Management Science, Marketing Science, Strategic Management Journal
  • Ad-Hoc Conference Reviewer: Academy of Marketing Science Annual Conference (2019), AMA Winter Academic Conference (2023)

 

Honors, Awards, and Recognitions

  • 2025   Top 50 in the Author Productivity in the Premier AMA Marketing Journals (2015–2024) List, AMA DocSIG
  • 2025   SK Distinguished Research Award, Korea University Business School, Korea University
  • 2025   Seok-Top Teaching Award (Spring), Korea University
  • 2025   KUBS Teaching Award (Spring), Korea University Business School, Korea University
  • 2024   Top 50 in the Author Productivity in the Premier AMA Marketing Journals (2014–2023) List, AMA DocSIG
  • 2024   Seok-Top Teaching Award (Spring, Fall), Korea University
  • 2024   KUBS Teaching Award (Spring, Fall), Korea University Business School, Korea University
  • 2023   IBRE Distinguished Research Award, Korea University Business School, Korea University
  • 2023   Seok-Top Teaching Award (Spring), Korea University
  • 2023   KUBS Teaching Award (Spring), Korea University Business School, Korea University
  • 2022   SK Distinguished Research Award, Korea University Business School, Korea University
  • 2018   Fellow, AMA-Sheth Foundation Doctoral Consortium
  • 2018   Fellow, University of Missouri Marketing Strategy Consortium
  • 2017   Fellow, ISMS Marketing Science Doctoral Consortium
  • 2016   Fellow, University of Houston Marketing Doctoral Symposium
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Publications

  • Chen, Yixing, Shrihari Sridhar, Kyuhong Han, Sonam Singh, Vikas Mittal, and Taehoon Im (2024), “The Value of Safety Training for Business-to-Business Firms,” Journal of Marketing Research, 61 (4), 742–759.
  • Mittal, Vikas, Kyuhong Han, Carly Frennea, Markus Blut, Muzeeb Shaik, Narendra Bosukonda, and Shrihari Sridhar (2023), “Customer Satisfaction, Loyalty Behaviors, and Firm-Financial Performance: What 40 Years of Research Tells Us,” Marketing Letters, 34 (2), 171–187.
  • Fernandes, Daniel, Nailya Ordabayeva, Kyuhong Han, Jihye Jung, and Vikas Mittal (2022), “How Political Identity Shapes Customer Satisfaction,” Journal of Marketing, 86 (6), 116–134.
  • Mittal, Vikas, Kyuhong Han, Ju-Yeon Lee, and Shrihari Sridhar (2021), “Improving Business-to-Business Customer Satisfaction Programs: Assessment of Asymmetry, Heterogeneity, and Financial Impact,” Journal of Marketing Research, 58 (4), 615–643.
  • Han, Kyuhong, Jihye Jung, Vikas Mittal, Jinyong Daniel Zyung, and Hajo Adam (2019), “Political Identity and Financial Risk-Taking: Insights from Social Dominance Orientation,” Journal of Marketing Research, 56 (4), 581–601.
  • Frennea, Carly M., Kyuhong Han, and Vikas Mittal (2019), “Value Appropriation and Firm Shareholder Value: Role of Advertising and Receivables Management,” Journal of Marketing Research, 56 (2), 291–309.
  • Han, Kyuhong, Vikas Mittal, and Yan Zhang (2017), “Relative Strategic Emphasis and Firm Idiosyncratic Risk: The Moderating Role of Relative Performance and Demand Instability,” Journal of Marketing, 81 (4), 25–44.
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Books

  • Ordabayeva, Nailya, Daniel Fernandes, Kyuhong Han, and Jihye Jung (2021), “How Politics Shapes Consumption Behavior,” Impact at JMR, (April), Available at: https://www.ama.org/how-politics-shapes-consumption-behavior.

  • Mittal, Vikas, Shrihari Sridhar, Ashwin Malshe, and Kyuhong Han (2018), “Why Houston Energy Companies Should Focus on Customer Satisfaction Over Tech,” (April 27, 2018), Available at: https://www.bizjournals.com/houston/news/2018/04/27/why-houston-energy-companies-should-focus-on.html.

  • Mittal, Vikas, Kyuhong Han, and Robert A. Westbrook (2018), “Customer Engagement and Employee Engagement: A Research Review and Agenda,” in Customer Engagement Marketing, Robert W. Palmatier and V. Kumar and Colleen M. Harmeling, eds. Cham: Springer International Publishing, 173–201.

  • Mittal, Vikas and Kyuhong Han (2018), “Corporate Diversification Reconceptualized,” in Legends in Strategic Marketing: Rajan Varadarajan, Jagdish N. Sheth, ed., Sage Publications.

  • Mittal, Vikas and Kyuhong Han (2017), “Deepwater Horizon: Lessons in Corporate Branding,” (July 18, 2017), Available at SSRN: https://ssrn.com/abstract=3004910.

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Research

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