Assistant Professor.
Ph.D., University of Georgia (Mass Communication, 2006);
M.A., University of Georgia (Journalism & Mass Communication, 2003);
B.A., Iowa State University (Advertising, 1999).
Dr. Sung’s research focuses on brand personality, brand commitment, consumer-brand relationships, brand placement, and cross-cultural consumer psychology. 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. He has published or has work forthcoming in Journal of Consumer Psychology, Journal of Advertising, Psychology & Marketing, Journal of Public Policy and Marketing, International Journal of Advertising, Journal of Marketing Communications, Journal of Brand Management, Journal of Consumer Behaviour, Journal of International Consumer Marketing, Journal of Promotion Management, Journalism & Mass Communication Quarterly, and Journal of Health Communication, among others. He currently teaches Advertising Research (ADV 344K) and Integrated Communication Campaigns (ADV 373/PR 377K).
E-mail: yjsung@mail.utexas.edu