전공(Track)

마케팅(Marketing)

담당과목(Teaching)

마케팅관리, 소비자행동, 비즈니스디자인싱킹

학력(Education)

1995, 전북대학교, 경영학과, 경영학사
1997, 전북대학교, 경영학과, 경영학석사(마케팅)
2000, 전북대학교, 경영학과, 경영학박사(마케팅)

주요 논문 및 저서(Selected Publications)

<저서>

박주영, 김원겸, 황윤용, 라광진, 마케팅의 이해와 활용, 인플로우그룹㈜, 2018.

황용철, 송영식, 황윤용, 서비스마케팅, 학현사, 2016.

이청호, 정진철, 황윤용, 윤영수, 구철모, 박종철, 기술경영, 한경사, 2010.

<논문>

Sun, J. H., Y. Y. Hwang(2021), “The Moderating Effect of Firm Capabilities on the Relationship between Firm Resources and Technology Innovation,” Regional Industry Review, 44(4), 429-448.

Hwang, Y. Y., G. Y. Jo, M. J. Oh(2020), “The Persuasive Effect of Competence and Warmth on Clothing Sustainable Consumption: The Moderating Role of Consumer Knowledge and Social Embeddedness,” SUSTAINABILITY, 12(7), 1-15.

Oh, M. J., Y. Y. Hwang(2019), “Suspicious Donors Can You Donate?: Focusing on the Symbolization of Moral Identity,” Regional Industry Review, 42(3), 99-116.

Hwang, Y. Y., M. T. Kwon(2018), “The Influence of Positive Evaluation and Delight Induced by Brand Experience on Brand Loyalty,” Journal of Industrial Economics and Business, 31(6), 2223-2237.

Hwang, Y. Y., K. S. Lee, G. J. Jo, M. J. Oh(2017), “A Study on the Influence of Cognitive Age Gap between Young and Old on Consumption Seeking Value,” Journal of the Korea Service Management Society, 18(3), 251-277.

Na, K. J., Y. Y. Hwang, M. T. Kwon(2017), “The Influences of Design and Brand Attachment on Product Loyalty,” Journal of Brand Design Association of Korea, 15(3), 138-148.

Lee, K. S., Y. Y. Hwang, J. C. Park(2017), “The Relationship between Consumption Typology of Sports Experience and Emotional Responses,” Journal of the Korea Service Management Society, 18(1), 159-175.

Anesh, S., G. Y. Jo, Y. Y. Hwang(2017), “Communicating Responsible Luxury Brand: The Role of Luxury-CSR Fit and Dispositional Consensus on Brand Evaluation,” Journal of Distribution Science, 15(2), 7-14.

Anesh, S., G. Y. Jo, Y. Y. Hwang(2016), “Construal Levels and Online Shopping: Antecedents of Visits to and Purchases from Online Retailers’ Websites,” The International Journal of Industrial Distribution & Business, 7(3), 19-25.

Hwang, Y. Y., M. J. Oh(2015), “The Impact of Authority Appeals on the Advertising Effect by Generations,” Journal of Business Research, 30(4), 551-571.

Oh, M. J., Y. Y. Hwang(2015), “Relationship between Perceived Social Exclusion and Conspicuous Consumption,” Journal of Consumption Culture, 18(2), 147-167.

Oh M. J., Y. Y. Hwang(2015), “A Study on the Relationship between Donation Intention and Cognitive Age in an Aging Society,” Journal of Distribution Science, 13(5), 83-90.

Hwnag, Y. Y., K. S. Lee, S. A. Choi(2015), “A Study on the Difference between Young and Old Generation of SNS Behavior,” Journal of the Korea Industrial Information Systems Research, 20(1), 63-77.

Oh, M. J., Y. Y. Hwang(2014), “Does Social Exclusion Decrease Ethical Consumption Behavior?,” Journal of Consumer Studies, 25(4), 181-203.

Choi, S. A., H. S. Jung, Y. Y. Hwang(2014), “The Effect of Brand Storytelling in Brand Reputation,” Journal of Distribution Science, 12(4), 55-63.

Choi, S. A., H. J. Kim, K. J. Na, Y. Y. Hwang(2014), “The Effect of Airline Service Encounter Quality on Customer Loyalty,” Journal of the Korea Industrial Information Systems Research, 19(4), 73-85.

Zhi X. Q., J. C. Jung, Y. Y. Hwang, M. J. Oh(2014), “The Effect of Three Different Generation Types on Prosocial Consumption Behavior,” Journal of Distribution Science, 12(3), 55-63.

Hwang, Y. Y., J. C. Park, M. J. Oh(2013), “Does Every Moral Consumer Prefer to the Fair Trade Products? The Mediating Role of Justice Restoration Potential and Social Reinforcement,” Journal of Korean Marketing Association, 28(6), 137-160.

Hwang, Y. Y., J. C. Jung, M. J. Oh(2013), “A Comparative Study on Donation Intention Between Young and Senior Generations: The Moderating Role of Psychological Distance and Moral Identity,” Korean Management Review, 42(6), 1715-1736.

Kim J. H., J. H. Na, Y. P. Lee, T. Y. Seo, Y. Y. Hwang(2013), “Impact of SNS Ad Type and Product Involvement on Consumers’ Purchasing Intentions,” International Journal of Software Engineering and its Applications, 7(6), pp.325~332.

Hwang, Y. Y., K. Y. Lee(2013), “The Impact of Personal Characteristics and Online Reviews Attributes in Continuance of the Mobile Application Market,” DAEHAN Journal of Business, 26(8), 2021-2041.

Kawpong P., J. M. Jung, Y. Y. Hwang(2013), “Effects of Self-Construals on Consumer Assertiveness/Aggressiveness: Evidence From Thai and U.S. Samples,” Journal of Cross-Cultural Psychology, 44(5), 738~747.

Hwang, Y. Y., C. S. Seo, S. A. Choi(2016), “The Effects of Franchise's Learning Orientation and Relationship Marketing Orientation on the Job Satisfaction,” Journal of Distribution Science, 11(6), 51-58.

Hwang, Y. Y., K. J. Na(2013), “The Effect of Design Identification on Brand Loyalty,” Journal of Brand Design Association of Korea, 11(3), 159-170.

Choi, S. A., Y. Y. Hwnag(2012) “An Exploratory Study on Components of Brand Storytelling by Case Approach,” Korean Business Education Review, 27(2), 309-332.

Hwang, Y. Y., S. A. Choi(2010), “The Effects of Brand Experience on Brand Satisfaction and Loyalty,” DAEHAN Journal of Business, 23(6), 3381-3399.

Hwang, Y. Y.(2010), “The Moderating Role of Brand Reputation in the Relative Effects between Brand Equity and Design Equity on Consumers` Product Evaluation,” Journal of Marketing Management Research, 15(2), 1-22.

Hwang, Y. Y., K. Y. Lee(2010), “The Impact of Product Information and Online Reviews on Online Shopping Intention,” The Academy of Customer Satisfaction Management, 12(1), 195-218.

Hwang, Y. Y., S. A. Choi(2009), “Scarcity Effect on Product Attitude: The Moderating Role of Uncertainty Avoidance and Conspicuous Consumption,” Journal of Marketing Management Research, 14(3), 1-21.

Bae, K. C., H. J. Shin, Y. Y. Hwang, S. A. Choi(2009), “The Role of Willingness to Participation Behavior on the Loyalty toward Festival: Moderating Role of Perceived Behavioral Control,” Journal of Tourism Sciences, 33(2), 123-143.

Hwang, Y. Y., S. A. Choi(2008), “The Impact of Experiential Factor on Participant’s Affective Response and Loyalty Behavior by a Festival,” Journal of Industrial Economics and Business, 21(5), 2113-2131.

Hwang, Y. Y., J. M. Jung, K. C. Bae(2008), “Self-Construals, Uncertainty, and Desire for Unique Consumer Products: Cross-Cultural Comparison between South Koreans and Americans,” Journal of Korean Marketing Association, 22(1), 23-48.

Hwang, Y. Y.(2007), “The Role of National Culture and Personal Characteristics on the Effect of Information Appeal Types,” DAEHAN Journal of Business, 20(3), 1119-1147.

Hwang, Y. Y., J. M. Jung(2007), “Effects of Authority Appeals on Advertising: Cross-National Comparison between Korean and American University Students,” Advertising Research, 74(Spring), 191-213.

Hwang, Y. Y.(2006), “The Influence of Self-Confidence on Consumer Self-Oriented Information Search Preference: Focusing on Mediated Role of Uncertainty,” Journal of Consumer Studies, 17(4), 145-170.

Hwang, Y. Y. K. Y. Lee(2006), “A Structural Analysis on the Impact Factors of Continuance Intention in Online Game,” The e-Business Studies, 7(4), 379-400.

Hwang, Y. Y., J. M. Jung(2005), “The Role of Information Search Performance, Switching Barriers, and Trust on Customer Loyalty toward On-Line Retailers,” Journal of Industrial Economics and Business, 18(6), 2603-2631

Hwang, Y. Y.(2005), “Relationship Attachment Factors for Place Marketing Effort in a Local Festival,” Journal of Tourism Sciences, 29(2), 255-276.

Hwang, Y. Y., J. C. Jung(2005), “The Effects of Psychological Empowerment on the Job Satisfaction with Moderator of the Job Involvement: focused on the Hotel Service Employees,” Journal of Industrial Economics and Business, 18(4), 1541-1564.

Hwang, Y. Y., C. W. Lee, N. H. Choi(2004), “The Effect of Information Search Knowledge and Shopping Value on On-line External Information Search Behavior,” Journal of Korean Academy of Marketing Science, 14, 17-37.

Jung, J. C., Y. Y. Hwang(2004), “The Mediating Role of Corporate Trustworthiness on the Customer Satisfaction to Expanded Service-Mix-Factors,” DAEHAN Journal of Business, 17(5), 2211-2236.

Choi, N. H., K. S. Choi, Y. Y. Hwang(2004), “The Mood Effect on Consumer Brand Evaluation,” Journal of Marketing Management Research, 9(3), 73-107

Choi, N. H., D. J. Lee, Y. Y. Hwang(2003), “A Study on Information Search Effort, Outcome and Satisfaction: A Cross-Cultural Comparison of the Korean and the Chinese,” DAEHAN Journal of Business, 16(6), 1967-2002.

Bae, K. C., H. C. Kim, Y. Y. Hwang(2003), “The Study on the Antecedent and Consequent Factors of Travel Agency Employee's Stress,” Journal of Tourism Sciences, 27(1), 221-243.

Na, K. J., Y. Y. Hwang(2003), “The Role of Providing Evaluative Criteria of Sensory Attributes on Consumer Preference-Variance and Resistance to Market Information,” Korean Journal of Marketing, 5(2), 1-18.

Hwang, Y. Y.(2003), “The Effect of the Types of Local Emotion-Appealed Messages on the Consumer Persuasion,” Korean Journal of Marketing, 5(1), 23-50.

Hwang, Y. Y., K. J. Na(2002), “The Moderating Role of Prior Knowledge and Involvement to Cognitive-Affective Advertising Evaluation,” Korean Journal of Marketing, 4(2), 104-132.

Hwang, Y. Y.(2001), “The Influences of Consumer's Individualism/Collectivism Disposition on the Perception of Marketing Signals and Information Search Behavior,” Korean Journal of Marketing, 3(4), 59-89.

Hwang, Y. Y.(2001), “The Role of Search Motivation on the Relationship Between External Consumer Information Search and Prior Knowledge,” Journal of Consumer Studies, 12(2), 1-22.

Choi, N. H., S. J. Park, Y. Y. Hwang(2000), “An Empirical Study of a Model of External Consumer Prepurchase Information Search,” Journal of Consumer Studies, 11(4), 173-197.

Hwang, Y. Y., N. H. Choi(2000), “The Role of Motivation to Evaluation, Prior Knowledge on Automatic and Strategic Process of Brand Extension Evaluation,” Korea Marketing Review, 15(2), 47-74.

Choi, N. H., K. C. Bae, Y. Y. Hwang(2000), “The Roles of Supervisory Control Dimensions on the Sales Efforts and Travel Agency Employees’ Satisfaction for the Supervisor,” Journal of Tourism Sciences, 23(2), 117-137.

Choi, N. H., Y. Y. Hwang(1998), “Structural Role Analysis of Prior Knowledge on the Consumer's Psychological Loyalty and Product Evaluation,” Journal of Consumer Studies, 9(4), 35-61.

주요 학술발표(Selected Conference Presentations)

Yoon Yong Hwang, Min Jung Oh, Zhi Xuan Quan (2013), “A Comparative Study on Prosocial Behavior Between South Korean’s Young, Baby-Boomer and Senior Generations,” KODISA & SUPSL International Conference, 81~83.

Yoon Yong Hwang, Jae Min Jung (2006), “The Impact of Individual Cultural Values on the Information Search Behavior,” AMA Educators’ Proceedings, 120~121.

수상(Honors and Rewards)

우수논문상, 한국소비문화학회, 2016
최우수논문심사자상, 한국마케팅관리학회, 2011
우수논문상, 한국마케팅과학회, 2005

주요 경력(Selected Work Experience)

2024.02. ~ 현재, 경상대학장 (겸. 경영대학원장)

2022.01. ~ 2023.12, 지식경영연구원 원장

2020.7. ~ 2022.07. 검찰시민위원회

2019.10. ~ 2021.08. 조선대학교 교무처장

2018.09. ~ 2019.02. 조선대학교 경영대학원 최고경영자과정 주임교수

2018.05. ~ 2020.04. 지식경영연구원 편집위원장

2018.03. ~ 현재, (사)한국유통학회 부회장

2016.11. ~ 2018.08. 일반대학원 경영학과 주임, 경영대학원 석사과정 주임, 교육대학원 상업정보전공 주임

2014.09. ~ 2016.08. 조선대학교 경상대학 경영학부장

2013.09. ~ 2020.08. BK21 Plus 고령화산업 창조 전문인력양성사업팀 센터장

2013.03. ~ 2014.08. 조선대학교 경영대학원 최고경영자과정 주임교수

2013.01. ~ 2015.12. 경영연구 편집위원

2012.11. ~ 현재, 위촉입학사정관

2012.10. ~ 2012.12. 대학경영혁추진단

2011.07. ~ 2012.07. California State Polytechnic University 방문교수

2010.03. ~ 2011.08. 조선대학교 경영대학원 건설최고경영자과정 주임교수

2009.03. ~ 2011.08. 중소기업진흥공단 글로벌브랜드 육성사업 자문위원

2008.03. ~ 2017.12. 한국산업경제학회 이사, 편집위원

2008.03. ~ 2009.08 .조선대학교 MCB 전문인력양성 사업단 산학협력위원장

2000.09. ~ 2003.12. ㈜ R&C KOREA 수석연구원