Dr. Jiyoung Hwang
Associate Professor of Marketing
Department of Marketing, Entrepreneurship, Hospitality & Tourism
Background
Dr. Jiyoung Hwang is Associate 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 in Korea, 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 Marketing, International Marketing Review, Journal 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 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 (University Level Award), Margaret Van Hoy Hill Dean’s Notable Scholar (2016-2018, 2019-2021), 2017 Junior Faculty Research Excellence Award and 2017 Junior Faculty Teaching Excellence Award, among others honors from UNCG. Her past and current industry experiences include positions as 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 130+ business columns on various cutting-edge business trends for Retail Magazine since 2007 and MediaSR since 2017, and other media. In 2019, her book “The Future of Retail Business” was published and received great attention from the practitioners and the Media in Korea. She is an internationally invited speaker for various organizations including The Ministry of Agriculture, Food and Rural Affairs, World Global Forum, Korean Chainstores Association etc. Dr. Hwang has also appeared on TV news and other U.S. 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
Jiyoung Hwang & Merlyn A. Griffiths
42826
Journal of Consumer Marketing
Vol. 34 Issue: 2, pp. 132-146
Freedom from ownership: An exploration of access-based consumption”
Stephanie Lawson, Mark Gleim, Rebeca Perren, & Jiyoung Hwang
42461
Journal of Business Research
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”
Hyun-Joo Lee & Jiyoung Hwang
42552
Food Quality and Preference
Vol. 54, pp. 141-151
“Creating Shared Value: The Role of Conscious Capitalism in Consumer-Brand Relationship”
Jiyoung Hwang
42522
Social Enterprise Studies
Vol. 9 Issue: 1, pp. 65-98
“Further Exploration of Subjective Knowledge in the Wine Sector”
Bonnie Canziani, Jiyoung Hwang & Erick Byrd
42401
International Journal of Wine Business Research
Vol. 28 Issue: 3, pp. 246-265
“The Roles of Business Ethics in Conflict Management in Small Retailer Supplier Business Relationships.”
Jiyoung Hwang & Jae-Eun Chung
42583
Journal of Small Business Management
“Organic Food as Self-Presentation: The Role of Psychological Motivation in Older Consumers’ Purchase Intention of Organic Food.”
Jiyoung Hwang
42095
Journal of Retailing and Consumer Services
Vol. 28, pp. 281-287
“Mechanism of Psychological Distress-Driven Smoking Addiction Behavior”
Jiyoung Hwang & Zee-Sun Yun
42064
Journal of Business Research
Vol. 68 Issue: 10, pp. 2189-2197
“Embracing CSR in Pro-Social Relationship Marketing Program: Understanding Driving Forces of Positive Consumer Responses”
Jiyoung Hwang & Jay Kandampully
42036
Journal of Services Marketing
Vol. 29 Issue: 5, pp.344-353
“Effects of Satisfaction and Trust on Long-Term Orientation in Small Apparel RetailerÐSupplier Relationships”
Jung Rim Cho, Jae-Eun Chung, & Jiyoung Hwang
42005
Clothing and Textiles Research Journal
Vol. 33 Issue: 2, pp. 83-98
“Intelligent Sensor-based Services Success: The Role of Consumer Characteristics and Information”
Jiyoung Hwang & Linda Good
41730
European Journal of Marketing
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”
Jiyoung Hwang, Jae-Eun Chung, & Byungho Jin
41487
Asia Pacific Journal of Marketing and Logistics
Vol. 25 Issue: 5, pp. 721-744
“The Role of Self-Construal and Emotionsin Younger Consumers’ Commitment to Luxury Brands”
Jiyoung Hwang & Jay Kandampully
41061
The Research Journal of the Costume Culture
Vol. 20 Issue: 4, pp. 1-12
“The Role of Emotional Aspects in Younger Consumer Brand Relationships”
Jiyoung Hwang & Jay Kandampully
40940
Journal of Product & Brand Management
Vol. 21 Issue: 2, pp. 98-108
