
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. Prior to joining 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 her M.S. in international retailing from Michigan State University. Her research interests include AI-based services, the impact of conscious capitalism on traditional business and consumers, and branding and consumer experiences in the digital era. She has published articles in Journal of Business Research, Psychology & Marketing, 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, promotion management, and retailing both online and face-to-face, along with digital marketing analytics to MBA students. She also has advised students not only in marketing areas but also in broader areas including e-sports sponsorship and older consumers’ behaviors/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 (two terms: 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 a marketer, business consultant, columnist, and market analyst for various global companies such as Samsung Tesco and Kia Motors.
Dr. Hwang has written 160+ business columns on various cutting-edge business trends for Retail Magazine for 15 years since 2007, MediaSR (2017-2019), and other media such as Dong-a Business Review(DBR)(2020~current). Her three single-authored books, “The Future of Retail Business” (2019), “Re:Store: 8 Strategies of Physical Stores in the Era of Digital Age” (2020), and “Who Designs the Future of Shopping?” (2021), received great attention from the practitioners at global companies and the Media in Korea.
Dr. Hwang is an internationally invited speaker for companies and governmental organizations including Hmart, Samsung, LG International, GS Retail, Amazon Korea, AmorePacific, KIA Motors, Smart Retail Week, World Food Forum, and Korean Chainstores Association to name a few. Dr. Hwang has also appeared on TV news and other US/Korean media such as CNBC (US), EBS (Korea), and MBC Radio (Korea) 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