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Contact Information
  • Office.S328
  • Tel.02-958-3357
  • E-mail.jungju.yu@kaist.ac.kr
  • Homepage/Lab.Homepage
Research Areas Quantitative Marketing, Analytical Modeling
Overview
Jungju Yu is an assistant professor at College of Business, KAIST. His primary research interests are in digital marketing and branding.

Before joining KAIST, he served as an assistant professor at City University of Hong Kong, where he taught undergraduate and masters courses in Marketing Analytics. At KAIST, he will be teaching PMBA course in Business Analytics.

He earned his PhD from Yale School of Management and ScB in mathematics from Brown University. CV_JungJu_Yu.pdf
Biography

학력

    Yale University School of Management
    Ph.D.
    Marketing
    2018

    Yale University School of Management
    M.Phil., M.A.
    Marketing
    2016

    Brown University
    Sc.B.
    Mathematics
    2012

주요경력

    City University of Hong Kong
    Assistant Professor of Marketing
    8/2018 ~ 6/2021
Publications & Research

주요논문 (특허등)

    [Published Papers]

    Yu, Jungju. "A Model of Brand Architecture Choice: a House of Brands vs. a Branded House." (2021)
    Marketing Science 40 (1): 147-167.

    Neeman, Zvika, Aniko Ory, and Jungju Yu. "The Benefit of Collective Reputation." (2019)
    The RAND Journal of Economics 50 (4): 787-821.

    [Papers under Review]

    Shin, Jiwoong, and Jungju Yu. "Targeted Advertising and Consumer Inference." (2021) Marketing Science (forthcoming).

    Ke, Tony, Jiwoong Shin, and Jungju Yu. "Theory of Brand Positioning: A Product-portfolio View." (2021)
    - Revise and resubmit at Marketing Science

    [Working Papers]

    "Multidimensional Targeting and Consumer Engagement." (with Stylianos Despotakis)

    "Targeted Advertising as an Implicit Recommendation and Consumer Opt-out" (with Eddie Ning and Jiwoong Shin)

연구분야

    Big data marketing, Online advertising, Data privacy, Consumer search, Branding, Firm reputation
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