Soyoung Joo

Soyoung Joo is an Associate Professor of Marketing at the School of Business, Siena University. She earned her PhD from the Isenberg School of Management, University of Massachusetts-Amherst. Her research interests revolve around three main themes: authenticity, brand attachment, and corporate social responsibility (CSR), which she generally studies within the context of consumer behavior. More specifically, her research agenda is linked to consumer behavior that is associated with sport-related consumer identities, brand attachment formation, and sport-brand alliance strategies. Her work has been published in the Journal of Business Research, Journal of Consumer Behaviour, Sport Management Review, European Sport Management Quarterly, and Association for Consumer Research. She has also presented her research at major conferences such as the Association for Consumer Research Conference, the American Marketing Association Summer Marketing Educators’ Conference, Academy of Marketing Science, Macromarketing Conference, North American Society for Sport Management Conference, and Sport Marketing Association Conference. Her research was nominated as a Sport Marketing Association Best Professional Paper Award finalist. Prior to her life in academia, she spent several years in the international marketing and sales sector of the sport industry. This first-hand experience provides her with a background for her research and a tool which she can use to engage students and bring classroom materials to life. She received the School of Business Teaching Excellence Award in 2020. She is an avid fan of yoga and meditation. 

My Professional Experience

Current Research

Articles & Book Reviews

• Building Tomorrow's Sports Fans: Strategic Initiatives in Youth Engagement
  Case Studies in Sport Management
  2025
• You have to be good . . . and also pretty and nice: Examining corporate sponsorship investments in the Korea Ladies Professional Golf Association
  Sport Management Review
  2025
• The dynamic nature of brand authenticity for a new brand: Creating and maintaining perceptions through iconic, indexical, and existential cues
  Journal of Consumer Behaviour, vol. 23
  2024
• Authenticity in Corporate Social Responsibility: The Role of a Brand's Social Purpose
  International Vincentian Business Ethics Conference (IVBEC)
  2023
• Differences in CSR Authenticity Evaluation Between Cultures: Lessons Learned From Korean and US Consumers
  Academy of Marketing Science
  2022
• Understanding consumer attitudes in cause-brand alliances in sports: the role of sport entity attitudes
  International Journal of Sports Marketing and Sponsorship, vol. 22
  2021
• CSR Authenticity Matters! The Distinct Effects of CSR Authenticity Across Three Different Sports
  American Marketing Association Educator's Summer Conference, vol. 31
  2020
• How Purchase Goal (Gift- versus Self-Purchase) Affects Buyers' Price Fairness Judgments and Satisfaction
  American Marketing Association Educator's Summer Conference, vol. 31
  2020
• The power of social purpose in managing authentic business relationships
  International Vincentian Business Ethics Conference (IVBEC)
  2020
• Consumer evaluations of CSR authenticity: Development and validation of a multidimensional CSR authenticity scale
  Journal Of Business Research, vol. 98
  2019
• Exploring the Ingredients of Lucrative Corporate Endorsement Investments on Female Golfers in the Korean Ladies Professional Golf Association
  2019 Macromarketing Conference
  2019
• The Power of Authenticity: The Influence of Corporate Social Responsibility Authenticity on Consumer Judgments
  2019 Macromarketing Conference
  2019
• How Consumers Respond to Cause-Brand Alliances Involving Multiple Brands: An Examination of Perceived Congruence and Reliability in a Sport Context
  International Vincentian Business Ethics Conference (IVBEC)
  2018
• How Consumers Respond to Cause-Brand Alliances Involving Multiple Cause Partners: An Examination of Perceived Congruence and Reliability in a Sport Context
  International Vincentian Business Ethics Conference (IVBEC)
  2018
• Price Fairness Judgments in Gift Giving Contexts
  International Vincentian Business Ethics Conference (IVBEC)
  2018
• Consumer Responses to Spatial Distance and Social Distance in a Cause Marketing Campaign
  Academy of Marketing Science
  2017
• Effects of Congruence and Reliability on Consumer Responses in a Cause Alliance Campaign
  Academy of Marketing Science
  2017
• Institutional Isomorphism and Social Responsibility in Professional Sports
  Sport, Business and Management: An International Journal, vol. 7(1)
  2017
• Sponsoring Women's Sport Leagues as a Cause: What Signal Does it Send?
  North American Society for Sport Management Conference
  2017
• The Effectiveness of Fit between an Athlete Celebrity and a Non-Sport Product: The Moderating Role of Product Involvement and Mediating Role of Attachments to Human Brands
  North American Society for Sport Management Conference
  2017
• The Influence of Corporate Social Responsibility Authenticity on Consumer Behavioral Intentions toward a Sport Organization
  Sport Marketing Association Conference
  2017
• Cause-Related Marketing in Sports: The Power of Altruism
  European Sport Management Quarterly, vol. 16(3)
  2016
• Cause-Related Sport Marketing (CRSM): An Organizing Framework and Knowledge Development Opportunities
  European Sport Management Quarterly, vol. 16(1)
  2016
• Exploring the Impact of Multiple External Identities on the Development of Team Identification
  North American Society for Sport Management Conference
  2016
• Exploring the Impact of Multiple External Identities on the Development of Team Identification
  North American Society for Sport Management Conference
  2016
• Corporate Sponsorship and Women's Sport: Lessons Learned from the Korean Ladies Professional Golf Association
  North American Society for Sport Management Conference
  2015
• Corporate Sponsorship and Women's Sport: Lessons Learned from the Korean Ladies Professional Golf Association
  North American Society for Sport Management Conference
  2015
• Institutionalization of Corporate Social Responsibility Practices: Insights from the Professional Sport Leagues in South Korea
  North American Society for Sport Management Conference
  2015
• Institutionalization of Corporate Social Responsibility Practices: Insights from the Professional Sport Leagues in South Korea
  North American Society for Sport Management Conference
  2015
• The Influence of Altruism and Team Identification on Consumers' Change in Attitude toward the Team in a Cause Related Sport Marketing Campaign
  Sport Marketing Association Conference
  2015
• Authenticity and Corporate Social Responsibility Programs: Development of a Valid and Reliable Measurement Instrument
  North American Society for Sport Management Conference
  2014
• Authenticity and Corporate Social Responsibility Programs: Development of a Valid and Reliable Measurement Instrument
  North American Society for Sport Management Conference
  2014

Awards & Distinctions

• Nominee, 2020 School of Business Service Excellence Award
  Category: Teaching-Research-Service
  Siena College, 2020
• Recipient, 2020 School of Business Teaching Excellence Award 
  
  
  Category: Teaching
  Siena College, 2020
• Nominee, 2020 School of Business Research Excellence Award
  Category: Research
  Siena College, 2019
• Finalist, 2017 Sports Marketing Association Best Professional Paper Award (Boston, MA) 
  Category: Research
  Sport Marketing Association, 2017

Books & Book Chapters

• Flipping the Classroom with Experiential and Community-Engaged Learning in Business, High-Impact Teaching Practices in Business Education, Volume 2
  Edward Elgar Publishing
  2025

Presentations

• Redefining Sport Sponsorship: The Malmö Oat Milkers' Impact on Brand Authenticity in Minor League Baseball
  November, 2025
  Sport United: The Future is Now! Conference, Virtual, Virtual
• Enhancing Scam Prevention Messaging: A Study on Source Credibility
  October, 2025
  52nd Annual Conference of the State Society on Aging of New York, Saratoga Springs, New York
• The Differential Effects of CSR Authenticity Dimensions and Types on Consumer Outcomes: A Multidimensional Perspective
  June, 2025
  Academy of Innovation, Entrepreneurship, and Knowledge Conference (ACIEK), Virtual, Virtual
• When Fair Pricing Matters: Moderating Influence of Magnitude of Price Disadvantage
  May, 2025
  Administrative Sciences Association of Canada Conference, Waterloo, Canada-Ontario
• Redefining the Game: Innovation and Engagement in the Toronto Maple Leafs Next Gen Games
  November, 2024
  2024 Sport United Conference on Sport and Esport Management, Virtual, Virtual
• Exploring the Dynamic Nature and Effects of CSR Authenticity: Longitudinal Insights from a New Brand's CSR Programs
  September, 2024
  Association for Consumer Research Conference, Paris, France
• Price Fairness Judgments in Gift Giving Contexts
  May, 2024
  Administrative Sciences Association of Canada Conference, Virtual, Virtual
• The dynamic nature of brand authenticity for a new brand: Creating and maintaining perceptions through iconic, indexical, and existential cues
  June, 2023
  2023 Academy of Innovation, Entrepreneurship, and Knowledge Conference, Virtual, Virtual
• Differences in CSR Authenticity Evaluation Between Cultures: Lessons Learned From Korean and US Consumers
  2021
  Academy of Marketing Science, Virtual, Virtual
• CSR Authenticity Matters! The Distinct Effects of CSR Authenticity Across Three Different Sports
  August, 2020
  American Marketing Association Educator's Summer Conference, Virtual, Virtual
• How Purchase Goal (Gift- versus Self-Purchase) Affects Buyers' Price Fairness Judgments and Satisfaction
  August, 2020
  American Marketing Association Educator's Summer Conference, Virtual, Virtual
• Sport-linked CSR: Managing brand relationships for social impact in an age of disruption
  August, 2020
  American Marketing Association Educator's Summer Conference, Virtual, Virtual
• The power of social purpose in managing authentic business relationships
  2020
  27th Annual International Vincentian Business Ethics Conference, Virtual, Virtual
• Exploring the Ingredients of Lucrative Corporate Endorsement Investments on Female Golfers in the Korean Ladies Professional Golf Association
  June, 2019
  2019 Macromarketing Conference, Cleveland, Ohio
• The Power of Authenticity: The Influence of Corporate Social Responsibility Authenticity on Consumer Judgments
  June, 2019
  2019 Macromarketing Conference, Cleveland, Ohio
• How Consumers Respond to Cause-Brand Alliances Involving Multiple Brands: An Examination of Perceived Congruence and Reliability in a Sport Context
  October, 2018
  International Vincentian Business Ethics Conference (IVBEC), New York, New York
• Price Fairness Judgments in Gift Giving Contexts
  October, 2018
  International Vincentian Business Ethics Conference (IVBEC), New York, United States of America
• Psychological Ownership to Understand And Manage the Consumer Experience
  August, 2018
  American Marketing Association Summer Academic Conference, Boston, Massachusetts
• The Influence of Corporate Social Responsibility Authenticity on Consumer Behavioral Intentions toward a Sport Organization
  November, 2017
  Sport Marketing Association Conference, Boston, Massachusetts
• Sponsoring Women's Sport Leagues as a Cause: What Signal does it Send?
  June, 2017
  North American Society for Sport Management Conference, Denver, Colorado
• The Effectiveness of Fit between an Athlete Celebrity and a Non-Sport Product: The Moderating Role of Product Involvement and Mediating Role of Attachments to Human Brands
  June, 2017
  North American Society for Sport Management Conference, Denver, Colorado
• A Relationship Marketing Perspective on the Formation of Consumers' Initial Brand Attachment
  August, 2016
  American Marketing Association Educator's Summer Conference, Atlanta, Georgia
• Exploring the Impact of Multiple External Identities on the Development of Team Identification
  June, 2016
  North American Society for Sport Management Conference, Orlando, Florida
• Consumer Responses to Spatial Distance and Social Distance in a Cause Marketing Campaign
  May, 2016
  Academy of Marketing Science, Lake Buena Vista, Florida
• Effects of Congruence and Reliability on Consumer Responses in a Cause Alliance Campaign
  May, 2016
  Academy of Marketing Science, Lake Buena Vista, Florida
• The Influence of Altruism and Team Identification on Consumers' Change in Attitude toward the Team in a Cause Related Sport Marketing Campaign
  October, 2015
  Sport Marketing Association Conference, Atlanta, Georgia
• The Moderating Role of Sport Involvement Between Sponsor-Event Congruence and Consumer Responses
  August, 2015
  Association for Education in Journalism and Mass Communication Conference, San Francisco, California
• Corporate Sponsorship and Women's Sport: Lessons Learned from the Korean Ladies Professional Golf Association
  June, 2015
  North American Society for Sport Management Conference, Ottawa, Canada
• Institutionalization of Corporate Social Responsibility Practices: Insights from the Professional Sport Leagues in South Korea
  June, 2015
  North American Society for Sport Management Conference, Ottawa, Canada
• Authenticity and Corporate Social Responsibility Programs: Development of a Valid and Reliable Measurement Instrument
  2014
  North American Society for Sport Management Conference, Pittsburgh, Pennsylvania