Faculty and Staff

Dr. Jiyoung Hwang

Assistant Professor of Marketing

Inter-disciplinary faculty at Gerontology

Department of Marketing, Entrepreneurship, Hospitality and Tourism

Bryan 379 j_hwang3@uncg.edu 336-334-4472 LinkedIn Download Curriculum Vitae

Background

Jiyoung Hwang PhD is Assistant Professor of Marketing at Bryan School of Business & Economics, University of North Carolina at Greensboro. She is also interdisciplinary faculty of Gerontology at UNCG. Prior to join UNCG, Dr. Hwang served her post-doc fellow position at Warrington College Business School at University of Florida. Dr. Hwang served visiting scholar at Aalto University (previously Helsinki School of Economics) in Finland and visiting scholar at Korea University, both of which are one of the top business schools in the country.

She holds her Ph.D. in retailing from Ohio State University and M.S. in international retailing from Michigan State University. Her research interests include the impact of conscious capitalism on traditional business and consumers, sharing economy, and older consumer behaviors. She has published articles in Journal of Business Research, European Journal of MarketingJournal of Small Business Management, Journal of Services Marketing among others.

At UNCG, Dr. Hwang has taught marketing research (both face-to-face and online), promotion management, and introduction to retailing. She also has advised students not only on marketing areas but also broader areas including e-sports sponsorship and older consumers’ behaviors and psychological well-being.

Her passion for research and teaching has been recognized with awards including 2017-2018 UNCG Alumni Teaching Award, Margaret Van Hoy Hill Dean’s Notable Scholar (2016-2018), 2017 Junior Faculty Research Excellence Award and 2017 Junior Faculty Teaching Excellence Award, among others. Her past and current industry experiences include positions as a marketer, business consultant, columnist, and market analyst for various global companies such as Samsung Tesco. Also, she was invited to give presentations and/or lead workshops for CEO/top executives at large companies such as Hmart (a global retailer). She has written 100+ business columns on various cutting-edge business trends for Retail Magazine since 2007 and MediaSR since 2017. Dr. Hwang has appeared on TV news and other media such as CNBC and NEWS2 Channel for her expertise.

Research and Awards

“Share more, drive Less: Milleninials value perception and behavioral intent in using callaborative consumption services
Coauthor(s)

Jiyoung Hwang & Merlyn A. Griffiths

Publication Date

42826

Journal/Publisher

Journal of Consumer Marketing

Additional Information

Vol. 34 Issue: 2, pp. 132-146

Freedom from ownership: An exploration of access-based consumption”
Coauthor(s)

Stephanie Lawson, Mark Gleim, Rebeca Perren, & Jiyoung Hwang

Publication Date

42461

Journal/Publisher

Journal of Business Research

Additional Information

Vol. 69 Issue: 8, pp. 2615-2623

“The Driving role of consumers’ perceived credence attributes inorganic food purchase decisions: A comparison of two groups of consumers”
Coauthor(s)

Hyun-Joo Lee & Jiyoung Hwang

Publication Date

42552

Journal/Publisher

Food Quality and Preference

Additional Information

Vol. 54, pp. 141-151

“Creating Shared Value: The Role of Conscious Capitalism in Consumer-Brand Relationship”
Coauthor(s)

Jiyoung Hwang

Publication Date

42522

Journal/Publisher

Social Enterprise Studies

Additional Information

Vol. 9 Issue: 1, pp. 65-98

“Further exploration of subjective knowledge in the wine sector”
Coauthor(s)

Bonnie Canziani, Jiyoung Hwang & Erick Byrd

Publication Date

42401

Journal/Publisher

International Journal of Wine Business Research

Additional Information

Vol. 28 Issue: 3, pp. 246-265

“The Roles of Business Ethics in Conflict Management in Small RetailerÐSupplier Business Relationships.”
Coauthor(s)

Jiyoung Hwang & Jae-Eun Chung

Publication Date

42583

Journal/Publisher

Journal of Small Business Management

“Organic food as self-presentation: The role of psychological motivation in older consumers’ purchase intention of organic food.”
Coauthor(s)

Jiyoung Hwang

Publication Date

42095

Journal/Publisher

Journal of Retailing and Consumer Services

Additional Information

Vol. 28, pp. 281-287

“Mechanism of psychological distress-driven smoking addiction behavior”
Coauthor(s)

Jiyoung Hwang & Zee-Sun Yun

Publication Date

42064

Journal/Publisher

Journal of Business Research

Additional Information

Vol. 68 Issue: 10, pp. 2189-2197

“Embracing CSR in pro-social relationship marketing program: understanding driving forces of positive consumer responses”
Coauthor(s)

Jiyoung Hwang & Jay Kandampully

Publication Date

42036

Journal/Publisher

Journal of Services Marketing

Additional Information

Vol. 29 Issue: 5, pp.344-353

“Effects of Satisfaction and Trust on Long-Term Orientation in Small Apparel RetailerÐSupplier Relationships”
Coauthor(s)

Jung Rim Cho, Jae-Eun Chung, & Jiyoung Hwang

Publication Date

42005

Journal/Publisher

Clothing and Textiles Research Journal

Additional Information

Vol. 33 Issue: 2, pp. 83-98

“Intelligent sensor-based services success: the role of consumer characteristics and information”
Coauthor(s)

Jiyoung Hwang & Linda Good

Publication Date

41730

Journal/Publisher

European Journal of Marketing

Additional Information

Vol. 48 Issue: 3/4, pp. 406-431

“Culture matters: The role of long-term orientation and market orientation in buyer-supplier relationships in a Confucian culture”
Coauthor(s)

Jiyoung Hwang, Jae-Eun Chung, & Byungho Jin

Publication Date

41487

Journal/Publisher

Asia Pacific Journal of Marketing and Logistics

Additional Information

Vol. 25 Issue: 5, pp. 721-744

“The Role of Self-Construal and Emotionsin Younger Consumers’ Commitment to Luxury Brands”
Coauthor(s)

Jiyoung Hwang & Jay Kandampully

Publication Date

41061

Journal/Publisher

The Research Journal of the Costume Culture

Additional Information

Vol. 20 Issue: 4, pp. 1-12

“The role of emotional aspects in younger consumer_brand relationships”
Coauthor(s)

Jiyoung Hwang & Jay Kandampully

Publication Date

40940

Journal/Publisher

Journal of Product & Brand Management

Additional Information

Vol. 21 Issue: 2, pp. 98-108