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  • Yeujun Yoon, PhD

  • Assistant Professor
  • PhD, Marketing, Washington University in St. Louis
  • Fields:Advertising, Competition, Channel Management, Dynamic Programming, Brand Equity, Sports marketing
  • Office Phone Number: +86-755-2603-3050
  • Office Room: RM 756, PHBS Building
Research Fields:
Advertising, Competition, Channel Management, Dynamic Programming, Brand Equity, Sports marketing


Ph.D. Marketing, Washington University in St. Louis, 2011

M.A . Economics, New York University, 2002

B.A. Economics, Kyung Hee University, 1999

Professional Experience (Academic)
Peking University, HSBC Business School, Shenzhen, China 2011~Present
Assistant Professor in Management (Marketing)


Manager, Oversea Marketing & Strategy Team, THEFACESHOP, Seoul 2005 - 2006

Assistant Manager, Oversea Marketing Team, Samsung Electronics, Seoul 2002 - 2005

Assistant Manager, Management and Planning Team, Dong-won Securities, Seoul 1999 - 2000

Published papers
“Loss Aversion and Reference Dependence Effect of Online Word of Mouth (WOM) via Twitter on Movie Goers’ Decisions” with Young Joon Park and Charin Polpanumas (2016, forthcoming), Journal of Advertising Research (SSCI)
"An Empirical Examination of Development and Impact of Star Power in Major League Baseball"
(2016) with Michael Lewis, Journal of Sport Economics (SSCI), DOI: 10.1177/1527002515626220
"Lenders and Borrowers’ Strategies in Online Peer-To-Peer Lending Market: An Empirical Analysis of (2015)" with Xinlu Fan and Feng Yan, Journal of Electronic Commerce Research (SSCI), 16(3): 242–260
"Customer Portfolio Composition and Customer Equity Feedback Effects: Student Diversity and Acquisition in Educational Communities (2013)" with Michael Lewis and Debanjan Mitra, Marketing Letters (SSCI), 24:71–84 

Under review
“Advertising and Price Competition in a Manufacturer-Retailer Channel Structure” with Tat Y. Chan and Chakravarthi Narasimhan, (2nd round review) International Journal of Research in Marketing (SSCI)
"Dynamic Brand Evolution Mechanism of Sports Team: Empirical Analysis of Major League Baseball (MLB) Data, " with Feng Yan, (1st round review), Management Science (SSCI)
"Unintended Effect of Online Item-to-Item Recommendation" with Yating Fu and Jaewoo Joo
(1st round review), Journal of Interactive Marketing (SSCI)
“Empirical Analysis of Professional Sports Game Demand: Watching a Game at Stadium, from TV, or via Online Webcast” with Jinbao Wang and Feng Yan (1st round review), Journal of Sports Economics (SSCI)
"Impact of International Sports Events on the Attendance of Domestic Sports League Games using Chinese Super League Data" (1st round review) with Jia Lu and Feng Yan, International Journal of Sports Marketing & Sponsorship (SSCI)
"Inner-Self vs. Outer-Self: Demystifying the Process of Corporate Social Responsibility Product
Consumption" (1st round review) with Kevin Chastagner and Jaewoo Joo, Journal of Consumer
Marketing (SSCI) 
Working papers
" Tournament Design, Quality Signals and Performance Based Brand Equity: An Empirical Study of Brand Equity Development in Professional Sports" with Michael Lewis
"The Impact of Corporate Social Responsibility(CSR) on Brand Value: An empirical Study of Interbrand’s Best Global Brands" with He Yingyi and Kevin Chastagner
“Moderating Effect of the Generation Process on the Content of Electronic Word Of Mouth on Consumers’ Brand Evaluations” with Yingbo Zhang and Jaewoo Joo
“Where Does Star Power Come From?: Talent, Association, or Awareness” with Zeng Chenghong and Feng Yan
“Effect of Visceral State on Hedonic Consumption and Marketing Promotion” with Cao Lesi andJaewoo Joo 
Marketing Strategy(MA), Peking University, HSBC Business School, 2012
Marketing Research(MA), Peking University, HSBC Business School, 2011