• Professor
  • Faculty & Staff

Professor

Jeong, Jaeseok

Contact Information

• Office: Room 323, International Studies Building
• Phone: 031-201-2362
• E-mail: profjeong@khu.ac.kr


Areas of Expertise

Research Interests
• Marketing Strategy and Performance, Long-term Effects of Marketing Mix, Relationship Marketing, Network Externalities and Strategic Alliances, International Marketing Strategy



Courses Taught

• Principles of Marketing, Advertising, Sales Promotion, Service Marketing Retailing, Product, Management, Marketing Management (MBA) Advertising Management (MBA), Strategic Marketing, Management (MBA), Comparative Marketing System and Research (MBA)


Education

• Ph.D. in Advertising, University of Texas at Austin, 2004
• M.A. in Advertising, University of Texas at Austin, 1999
• B.A. in Economics, Hankuk University of Foreign Studies, 1991

Professional Experience

Academic Experience
• 2011 – present: Associate Professor, Kyung Hee University, Korea
• 2005 – 2010: Assistant Professor, St. John¡¯s University, New York, NY
• Summer 2008 – Present: Visiting Scholar, The IC1 Institute, University of Texas at Austin
• 2003 – 2005: Assistant Professor, Purdue University – Fort Wayne, IN
• 2001 – 2002: Research Assistant, University of Texas at Austin
• 1999 – 2001: Teaching Assistant, University of Texas at Austin

Non-Academic Experience
• 2012 – present: CSR Committe Member, Korea Racing Authority
• 1990 – 1996: Account Executive, Samhee-Lintas Marketing Communications

Selected Publications

Selected Articles in Academic Journals – Refereed Articles

• Jeong, Jaeseok and Chan Yun Yoo (2011), ¡°Deceptive Advertising and Firm Value: An Event Study Analysis,¡± International Journal of Advertising (SSCI), 30(3), 509-535.

• Peterson, Robert A. and Jaeseok Jeong (2010), ¡°Exploring the Impact of Advertising and R&D Expenditures on Corporate Brand Value and Firm-level Financial Performance,¡± Journal of The Academy of Marketing Science (SSCI)-S Top 5 Marketing Journal, 38(6), 677-690.

• Jeong, Jaeseok (2010), ¡°Product Life Cycle,¡± in Jagdish N. Sheth and Naresh Malhotra (Ed.), Wiley International Encyclopedia of Marketing, John Wiley and Sons, accepted for publication.

• Jeong, Jaeseok (2010), ¡°Product Category,¡± in Jagdish N. Sheth and Naresh Malhotra (Ed.), Wiley International Encyclopedia of Marketing, John Wiley and Sons, accepted for publication.

• Villarreal, Ricardo, Shelley A. Blozis, and Jaeseok Jeong (2008), ¡°Understanding Adolescent Hispanic Consumers Advertising and Brand Implications,¡± The Business Journal of Hispanic Research, 2(1), 62-75. -Lead Article.

• Jeong, Jaeseok, Marye Tharp, and Huhn Choi (2002), ¡°Exploring The Missing Point-of-View in International Advertising Management: The Experiences and Perceptions of Local Managers in Global Advertising Agencies,¡± International Journal of Advertising (SSCI), 21(3), 293-320. -Lead Article.

• Tharp, Marye, and Jaeseok Jeong (2001), ¡°The Global Network Communications Agency,¡± Journal of International Marketing (SSCI), 9(4), 111-131.

Other Publications – Scholarly Conference Presentations- International

• Jeong, Jaeseok (2008), ¡°The Impact of Deceptive Advertising on the Market Value of Firms,¡± presented at Academy of Marketing Science, Vancouver, Canada.

• Schiffman, Leon G., Deborah Y. Cohn, Elain Sherman, and Jaeseok Jeong (2007), ¡°An Investigation of the Opening Blog Page: Preferences for Text or Pictures,¡± presented at Global Business and Technology Association Conference, Taipei, Taiwan.

• Jeong, Jaeseok (2005), ¡°Advertising vs. R&D: Relative Effectiveness on Brand Equity,¡± presented at Annual Conference of American Academy of Advertising, Houston, Texas.

• Jeong, Jaeseok (2004), ¡°Advertising, R&D, and Market-Based Assets,¡± presented at Annual Marketing Management Association, Chicago, Illinois.

• Tharp, Marye and Jaeseok Jeong (2001), ¡°Korean Managers¡¯ Perceptions of Standardized International Advertising Strategies,¡± presented at 2001 Japan Conference of the American Academy of Advertising, Tokyo, Japan.

• Jeong, Jaeseok and Marye Tharp (2000), ¡°Global Competition within the Pacific Rim Communications Agencies,¡± presented at Annual Conference of the American Academy of Advertising, Newport, Rhode Island.

• Tharp, Marye, and Jaeseok Jeong (2000), ¡°The Impact of Globalization on the Advertising Industry,¡± presented at International Conference of International Trade and Finance Association, Montpelier, France.