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College of Business Administration

Seong-Yeon Park Professor

Division of Business Administration/Department of Business Administration

박성연 프로필 사진 
Prof. Seong-Yeon Park received her Ph. D degree in Marketing at Northwestern University and has been a professor of Ewha school of business since 1994. Her articles in the field of consumer behavior. brand management, CSR and nonprofit organization marketing were published in many prestigious marketing journals. Prof. Park served as the editor-in-chief of a SCOPUS journal, Journal of Global Scholars of Marketing Science and as a Guest Editor of a SSCI journal, Journal of Business Review. She was elected as the president of Korean Marketing Association and Korean Scholars of Marketing Science and served as the co-chair of Global Marketing Conference at Singapore.
  • Executive Vice President for Academic Affairs/Director, Center for Research Compliance
  • Ewha-Shinsegae Building (Business) #437
  • 02-3277-2798
  • Office hours
    • 이메일로 약속
  • Research Interests
    • marketing, consumer behavior, brand management, non-profit organization marketing, ESG marketing
Research Record
  • Exploring barriers to secondhand luxury consumption among Chinese consumers and changes during the COVID-19 pandemic Journal of Business Research, 2024, v.174, 114497
    SSCI Scopus dColl.
  • That’s so Gucci: a comparison of cultural values and the influence of perceived values on luxury goods attitudes and purchase intention among Korean and Dutch millennials Asian Business and Management, 2023, v.22 no.5, 1804-1829
    SSCI Scopus dColl.
  • Who Buys Our Brand? The Influence of Consumption Values and the Congruity with Brand Benefits on Brand Identification, Trust and Loyalty 아시아마케팅저널, 2021, v.22 no.4, 1-25
    KCI dColl.
  • 20대 중국 여성 소비자들의 라이프스타일 유형과 명품 구매 행동에 관한 연구 국제경영연구, 2020, v.31 no.1, 123-151
    KCI dColl.
  • 중국 SNS 광고에 관한 연구: 인피드 광고 특성과 프라이버시 우려의 영향력을 중심으로 국제경영연구, 2019, v.30 no.4, 71~100
    KCI dColl.
  • Consumer Values and Green Consumption: Implications for Marketing Strategy and Environmental Policy 아시아마케팅저널, 2018, v.19 no.4, 87~114
    KCI dColl.
  • The important role of corporate social responsibility capabilities in improving sustainable competitive advantage Social Responsibility Journal, 2016, v.12 no.4, 642-653
    Scopus dColl.
  • The perfection of the narcissistic self: A qualitative study on luxury consumption and customer equity JOURNAL OF BUSINESS RESEARCH, 2016, v.69 no.9, 3813-3819
    SSCI Scopus dColl.
  • 사회적기업에 대한 소비자의 자아이미지 일치성, 기능적 일치성, 가치일치성이 고객만족과 애호도에 미치는 영향: 아름다운가게를 대상으로 유라시아연구, 2015, v.12 no.3, 33-60
    KCI dColl.
  • Employee perception of CSR activities: Its antecedents and consequences Journal of Business Research, 2013, v.66 no.10, 1716-1724
    SSCI Scopus dColl.
  • Recent advances in globalization, culture and marketing strategy: Introduction to the special issue Journal of Business Research, 2013, v.66 no.8, 955-957
    SSCI Scopus dColl.
  • To be or not to be green: Exploring individualism and collectivism as antecedents of environmental behavior Journal of Business Research, 2013, v.66 no.8, 1052-1059
    SSCI Scopus dColl.
  • What’s going on in SNS and social commerce?: Qualitative approaches to narcissism, impression management, and e-WOM behavior of consumers Journal of Global Scholars of Marketing Science(마케팅과학연구), 2013, v.23 no.4, 460-472
    KCI dColl.
  • 브랜드 애플리케이션 체험과 플로우와의 관계에서 실재감의 매개역할에 관한 연구: 증강현실(Augmented Reality) 기반과 일반 앱과의 비교를 중심으로 소비문화연구, 2013, 제16권 3호, 1-21
    KCI dColl.
  • Does perceived consumer fit matter in corporate social responsibility issues? Journal of Business Research, 2012, v.65 no.11, 1558-1564
    SSCI Scopus dColl.
  • Which Complementary Product Do You Like? Exploring the Effects of Complementary Products on the Patronage of Main Products Journal of Global Scholars of Marketing Science(마케팅과학연구), 2011, v.21 no.4, 201-209
    KCI dColl.
  • 열정 + 혁신 + 마케팅 = 신시장 창출 『풀무원 ‘자연은 맛있다’의 생라면 시장 개척 사례』 아시아마케팅저널, 2011, 제13권 3호, 233-248
    KCI dColl.
  • [학술지논문] Exploring barriers to secondhand luxury consumption among Chinese consumers and changes during the COVID-19 pandemic JOURNAL OF BUSINESS RESEARCH, 2024, v.174 no.3 , 114497-114508
    SSCI
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Courses

  • 2025-1st

    • Brand Management Seminar

      • Subject No G12844Class No 01
      • Year ( 3Credit , 3Hour) Wed 5~6 (SHINSEGAE-611)
        • Syllabus(File)

  • 2024-2nd

    • Advertising Theory

      • Subject No 33862Class No 02
      • 3Year ( 3Credit , 3Hour) Wed 7~7 (SHINSEGAE205) , Fri 7~7 (SHINSEGAE205)
        • Syllabus(File)

    • Marketing Management

      • Subject No G12967Class No 01
      • Year ( 3Credit , 3Hour) Wed 5~6 (SHINSEGAE508)
        • Syllabus(File)

  • 2024-1st

    • Qualitative Research and Survey Methodology

      • Subject No G12847Class No 01
      • Year ( 3Credit , 3Hour) Wed 6~7 (SHINSEGAE211)
        • Syllabus(File)

  • 2023-2nd

  • 2023-1st

    • Marketing Management 강의 계획서 상세보기

      • Subject No 22240Class No 01
      • 2Year ( 3Credit , 3Hour) Tue 5~5 (SHINSEGAE205) , Thu 6~6 (SHINSEGAE205)
      • Major Requisite
        • Syllabus(File)

    • Brand Management Seminar

      • Subject No G12844Class No 01
      • Year ( 3Credit , 3Hour) Tue 6~7 (SHINSEGAE304)
        • Syllabus(File)

  • 2022-2nd

    • Advertising Theory 강의 계획서 상세보기

      • Subject No 33862Class No 01
      • 3Year ( 3Credit , 3Hour) Tue 5~5 (SHINSEGAE205) , Thu 6~6 (SHINSEGAE205)

    • Marketing Management

      • Subject No G12967Class No 01
      • Year ( 3Credit , 3Hour) Tue 6~7 (SHINSEGAE212)
        • Syllabus(File)

  • 2022-1st

    • Marketing Management

      • Subject No 22240Class No 01
      • 2Year ( 3Credit , 3Hour) Tue 5~5 , Thu 6~6
      • Major Requisite
        • Syllabus(File)

    • Qualitative Research and Survey Methodology

      • Subject No G12847Class No 01
      • Year ( 3Credit , 3Hour) Tue 6~7 (SHINSEGAE-212)
        • Syllabus(File)

    • 강의 계획서 상세보기

      • Subject No BD0001Class No 01
      • Year ( 3Credit , 3Hour)
      • Spring
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Academic Background

Northwestern University Ph.D.(마케팅학)

Work Experience

Director, Management Research Center 2022-02-01 ~ 2024-01-31

Assistant Director, Ewha Institute for Leadership Development 2010-02-01 ~ 2012-01-31

Associate Dean, Graduate School of Business (MBA) 2006-11-20 ~ 2008-01-31

Assistant Dean, The Graduate School of Business 2006-11-20 ~ 2008-01-31

Division Chair, Division of Business Administration 2002-08-01 ~ 2004-07-31

Director, Center for Research Compliance 2025-02-01 ~ 2027-01-31

Executive Vice President for Academic Affairs 2025-02-01 ~ 2027-01-31

Dean, The Graduate School of Business 2024-02-01 ~ 2025-01-31

Dean, The College of Business Administration 2024-02-01 ~ 2025-01-31

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