교수소개

Koo, Jakeun Associate Professor

Director, Department of Strategic Management

연락처 : 031-400-5624

홈페이지
Dr. Jakeun Koo, currently an associate professor of business administration (marketing track) at Hanyang University, earned a bachelor’s degree in law from Kyunghee University, a master’s degree in advertising from the University of Florida, and a Ph.D degree in management from the University of Massachusetts Amherst. He has a field experience as a marketing researcher at Nielsen Company. He currently serves as a director of general affairs at Korea Advertising Society. He has published papers in SSCI-listed journals such as Psychology & Marketing, International Journal of Advertising, Marketing Intelligence & Planning, and Journal of Sport Management. He is interested in the academic areas including sponsorship-linked marketing, advertising effectiveness, big data, and text mining. His major lecture fields include marketing analytics, marketing research, marketing communication, and business statistics.

■ Education
2016, Ph.D. in Management, Isenberg School of Management, University of Massachusetts, Amherst
2010, Master of Advertising, College of Journalism and Communications, University of Florida, Gainesville
2008, Bachelor of Science in Law, College of Law (Minor: Mass Communication), Kyunghee University, Seoul, Korea.
2019, Certificate in Applied Data Science, Columbia University Engineering Executive Education & Emeritus Institute of Management.

■ Acadecmic Position
2023-Present, Director of General Affairs, Korea Advertising Society
2022-Present, Associate Professor of Marketing, College of Business and Economics, Hanyang University ERICA, Ansan, Gyeonggi-do, Republic of Korea.
2016-2022, Assistant Professor of Marketing & Graduate Faculty, Department of Business Administration, Jesse H. Jones School of Business, Texas Southern University, Houston, Texas, U.S.A.

■ Refereed Publications

Koo, J., & Heo, J. (in-press). The bilateral image flow in sponsorship:

An extension of Prendergast, Paliwal, and Mazodier (2016) International Journal of Advertising, https://doi.org/10.1080/02650487.2023.2197768 (SSCI).

 

Koo, J., Fink, J. S., & Lee, Y. (2022). Mega versus local event sponsorships. Marketing

Intelligence & Planning, 40(5), 671-689. https://doi.org/10.1108/MIP-11-2021-0392 (SSCI).

 

Koo, J. (2022). Antecedents of the Attitude toward the Athlete Celebrities’ Human Brand

Extensions. International Journal of Sports Marketing and Sponsorship, 23(2), 241-

258. https://doi.org/10.1108/IJSMS-12-2020-0241 (SSCI).

 

Joo, S., Koo, J., & Nichols, B. S. (2021). Understanding consumer attitudes in cause-

brand alliances in sports: The role of sport entity attitudes. International Journal of

Sports Marketing and Sponsorship, 22(3), 507-528. https://doi.org/10.1108/IJSMS-

12-2019-0142 (SSCI).

 

Koo, J. & Lee, Y. (2019). Sponsor-event congruence effects: The moderating role of sport

involvement and mediating role of sponsor attitudes. Sport Management Review,

22(2), 222-234. https://doi.org/10.1016/j.smr.2018.03.001 (SSCI).

 

Lee, Y., Kim, M, Koo, J., & Won, H. (2019). Sport volunteer service performance, image

formation, and service encounters. International Journal of Sports Marketing and

Sponsorship, 20(2), 307-320. https://doi.org/10.1108/IJSMS-05-2018-0047 (SSCI).

 

Lee, Y. & Koo, J. (2016). Can a celebrity serve as an issue-relevant argument in the

elaboration likelihood model? Psychology & Marketing, 33(3), 195-208.

http://dx.doi.org/10.1002/mar.20865 (SSCI).

 

Joo, S., Koo, J., & Fink, J. S. (2016). Cause-related marketing in sports: The power of

altruism. European Sport Management Quarterly, 16(3), 316-340.

http://dx.doi.org/10.1080/16184742.2016.1143854 (SSCI).

 

Lee, Y., Kim, M, & Koo, J. (2016). The impact of social interaction and team member

exchange on sport event volunteer management. Sport Management Review, 19(5),

550-562. http://dx.doi.org/10.1016/j.smr.2016.04.005 (SSCI).

 

Lee, Y. & Koo, J. (2015). Athlete endorsement, attitudes, and purchase intention: The

interaction effect between athlete endorser-product congruence and endorser

credibility. Journal of Sport Management, 29(5), 523-538.

http://dx.doi.org/10.1123/jsm.2014-0195 (SSCI).