Yonsei School of Business

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  • Kim, Donghoon
  • Division   Marketing
    Ph.D. Columbia University
  • Lab   Business Hall #610
  • Contact   02-2123-2526
  • Email   dhkim@yonsei.ac.kr


1989 Ph.D. Columbia University
1985 MBA Columbia University
1983 B.B.A. Yonsei University


Professor, School of Business, Yonsei University, 2002-present
Associate Professor, School of Business, Yonsei University, 1997-2001
Assistant Professor, School of Business, Yonsei University, 1994-1997
Assistant Professor, State University of New York at Buffalo, 1989-1994

Senior Vice President for Administration & Development, Yonsei University, 2020-present
Dean, School of Business, Yonsei University, 2015-2017
Director, Yonsei Business Research Institute, 2013-2015
Vice President for International Affairs, Yonsei University, 2010-2012
Vice President for External Affairs and Development, Yonsei University, 2008-2010
Director, Institute for Leadership Development, Yonsei University, 2007-2008 
Associate Dean, Graduate School of Business, Yonsei University, 2005-2007


Marketing Strategy


Marketing Strategy
Brand Strategy
Analysis of Brand Choice Behavior
Marketing Modeling Long Term
Impacts of Marketing Mix Variables
Marketing Database Analysis


<Journal Articles>

“The Moderating Role of Consumption Emotion and Satisfaction on Consumer Price Sensitivity,” Journal of Marketing Management Research, v24(3), 2019.7, pp.19-45.
“When My VIP Status Falters: Customer Purchase Response to Changes in VIP Status and Preferential Treatment,” Journal of Korean Marketing Association, v32(3), 2017.8, pp.45-68. 

“Effects of the Fit between Psychological Distance and Emotion for Online Word-of-Mouth,” Journal of Korean Marketing Association, v29(4), 2014.8, pp.45-67.
“Do Customers Reflect Future Reward in Evaluating the Value of a Reward Program? : The Moderating Effect of Customer’s Brand Loyalty,” Korean Journal of Business Administration, v27(2), 2014.2, pp.243-262.
“Modeling the Impact of Promotion Frequency on the Formation of Consumer Reference Price,” Journal of Consumer Studies, v25(1), 2014.2, pp.61-86.
“Introduction to the Special Issue on Advancing Research Methods in Marketing: Editorial,” Journal of Business Research, v66(9), 2013.9, pp.1243-1244.
“The Effects of Likability of Korean Celebrities, Dramas, and Music on Preferences for Korean Restaurants: A Mediating Effect of a Country Image of Korea,” International Journal of Hospitality Management, v46, 2013.9, pp.200-212.
“Is the Culture-Emotion Fit Always Important? Self-Regulatory Emotions in Ethnic Food Consumption,” Journal of Business Research, v66(8), 2013.8, pp.983-988.
“Seller's Decision Strategy for Profit Increase at Internet Auction,” Korean Journal of Business Administration, v25(4), 2012.7, pp.2185-2207. 
“Customer Service Strategy at Lotte Department Store,” Journal of Consumer Studies, v23(2), 2012.6, pp.383-397.
“Implementing Customer Experience Management on Korean Restaurant Globalization: A Focus on American, Chinese, and Japanese Customers,” International Journal of Tourism Sciences, v34(7), 2010.10, pp.133-157.
“Analyzing Foreign Consumers' Perceived Brand Image of Korean food,” Korean Journal Food Cookery Science, v25(6), 2009.12, pp.655-662.
“Korean Air: Bringing Art and Culture to the World,” Korean Marketing Journal, v11(3), 2009.10, pp.167-184.
“Do VIP Programs Always Work Well? The Moderating Role of Loyalty,” Psychology & Marketing, v26(7), 2009.7, pp.590-609.
“Determinants of visual forms used in print advertising A cross-cultural comparison,” International Journal of Advertising, v28(1), 2009.1, pp.13-47.
“LIG Corporate Image Re-establishment through New Corporate Image Strategy,” Korean Marketing Journal, v10(3), 2008.10, pp.103-125.
“New Product Development and Launching Strategy for a Flatscreen TV,” The Korean Venture Management Reviewv11(1), 2008.2, pp.121-144.
“World First Alkaline Soju: Market Segmentation Through Well-being Soju,” Korean Marketing Journal, v9(3), 2007.10, pp.209-232.
“Adopting the Concept of Reference Discount in Modeling the Impact of Price Discount on Brand Choice,” Journal of Consumer Studies, v18(2), 2007.6, pp.23-40.
“Progress of Management Education in Korea,” Journal of Management and Entrepreneurship, v1(2), 2007.4, pp.3-12.
“Modeling the Impact of Feature Advertising on Sales to Derive the Optimal Advertising Interval,” Journal of Korean Marketing Association, v22(1), 2007.3, pp.59-80.
“Implementing Ethical Business Practices: The Case of Aju Group,” Journal of Consumption Culture, v9(4), 2006.12, pp.241-260.
“Korean Airlines’ Internet Marketing Strategy,” Korean Marketing Journal, v7(3), 2005.10, pp.143-159.
“The Comparison of Online and Offline Purchases: A Transaction Cost Perspective,” Journal of Distribution Research, v9(1), 2004.1, pp.25-45.
“Measuring Service Quality Perception of University Faculty Members and Staffs Towards Faculty Foodservice Based on Lifestyle Segmentation,” Korean Journal of Community Nutrition, 8(4), 2003.8, pp.556-565.


Principles of Marketing (3/e), Bak Young Sa, Seoul, Korea, 2017.
Integrated Marketing Communication(3/e), Hakhyun Sa, Seoul, Korea, 2014.
Marketing Management (4/e), Bak Young Sa, Seoul, Korea, 2011.
Market-oriented Business & Marketing Strategy (3/e), Hakhyun Sa, Seoul, Korea, 2011.



Editor-in-Chief, Korean Management Review, 2017-2019
Vice President, The Korean Academic Society of Business Administration, 2015
Vice President, Korean Marketing Association, 
Editor-in-Chief, Journal of Korean Marketing Association, 2010-2012
Editorial Board Member, International Journal of Research in Marketing, 2008-present
Vice President, Korean Association for Survey Research, 2005-2006
Editorial Board Member, Journal of Consumer Studies, 2004-2006
Editorial Board Member, Journal of Distribution Research, 2002-2005


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