Yongjun Sung

Dr. Sung's research focuses on brand personality, self-concept, consumer-brand relationships, brand placement, and consumer psychology. The ultimate objectives of his long-range research program are to enhance the theoretical understanding of the role of branding in the persuasion process and to provide meaningful implications for advertisers, marketers, consumer educators, and policy makers to improve consumer well-being. His current projects investigate the determinant roles of self concept and brand personality in establishing consumer-brand relational bonds and test the dynamic interplay among the key determinants of consumer commitment to their relationships with a brand.

Dr. Sung authored or co-authored numerous articles in leading refereed journals including Journal of Consumer Psychology, Journal of Cross-Cultural Psychology, Psychology & Marketing, Journal of Advertising, International Journal of Advertising, Journal of Public Policy and Marketing, Journal of Global Marketing, Journal of Marketing Communications, Journal of Brand Management, Journal of Consumer Behaviour, Journal of International Consumer Marketing, Marketing Intelligence & Planning, Journal of Promotion Management, Journalism & Mass Communication Quarterly, Information, Communication, and Society, International Journal on Media Management, Journal of Food Products Marketing, Journal of Health Communication, among others. Dr. Sung serves on the Editorial Review Board of International Journal of Advertising and Journal of Brand Management. He has also been serving as a reviewer of many journals including Journal of Marketing, Journal of Consumer Psychology, and Journal of Advertising. Dr. Sung was a recipient of American Academy of Advertising Research Fellowship Grants (2008).