Prof. Hyokjin Kwak

Indian Institute of Management Ahmedabad

ResearchPublications Contact IIMA Profile

Marketing

Hyokjin Kwak is Professor of Marketing at Indian Institute of Management Ahmedabad. Prior to joining IIMA, he was Professor of Marketing (tenured) at the LeBow College of Business, Drexel University for 20 years, holding Dean's Research Fellow, Distinguished Teaching Fellow, and the Marketing Ph.D. coordinator. His Ph.D. in Marketing (Terry College) and M.A. in Advertising (Grady College) were both earned at The University of Georgia. He is International Research Fellow at Waseda University in Tokyo, Japan. He has been a Visiting faculty at several institutions including the University of Amsterdam, the University of East Anglia, the Korea Advanced Institute of Science and Technology (KAIST) Business School, and Hankuk University of Foreign Studies (Seoul campus) in South Korea.

Hyokjin’s primary research interests include strategic branding, advertising effects, and AI (machine/deep learning, NLP) which have been appeared in major marketing journals including the Journal of Marketing, Journal of the Academy of Marketing Science, International Journal of Research in Marketing, Journal of Consumer Psychology, Media Psychology, Journal of Advertising, International Journal of Advertising, and Journal of Advertising Research among others. He serves as Associate Editor for the International Journal of Advertising and on ERB at the International Journal of Research in Marketing, Journal of Advertising, and Journal of the Academy of Marketing Science. His Ph.D. students have won nation-wide research awards for their dissertations (e.g., Mary Kay Dissertation Competition by Academy of Marketing Science) in the US.

 

Educational Qualifications

  • Ph.D., Marketing, Terry College, The University of Georgia, 2001
  • M.A. Advertising, Grady College, The University of Georgia, 1999

Research Interests

  • Strategic Branding
  • Advertising Effects
  • Artificial Intelligence

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