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Soyoung Joo is an Assistant Professor of Marketing at the School of Business, Siena College. She earned her PhD from the Isenberg School of Management, University of Massachusetts-Amherst. Her research interests revolve around three main themes: corporate social responsibility (CSR), authenticity, and brand attachment, 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, European Sport Management Quarterly, Proceedings of the Academy of Marketing Science, and International Journal of Sports Marketing and Sponsorship. She has also presented her research at major conferences such as the American Marketing Association Summer Marketing Educators’ Conference, Academy of Marketing Science, Macromarketing Conference, International Vincentian Business Ethics 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.

Degree Program University
Ph.D. Management University of Massachusetts-Amherst
M.B.A. Business Management University of Massachusetts-Amherst
M.S. Sport Management University of Massachusetts-Amherst
B.S. Chemistry Yonsei University

My Professional Experience

Year Title University
2017 - Now Assistant Professor of Marketing Siena College

Current Research


Articles & Book Reviews

  • Understanding consumer attitudes in cause-brand alliances in sports: the role of sport entity attitudes
    International Journal of Sports Marketing and Sponsorship, vol. 22
    June, 2021
  • Differences in CSR Authenticity Evaluation Between Cultures: Lessons Learned From Korean and US Consumers
    Academy of Marketing Science
    2021
  • The power of social purpose in managing authentic business relationships
    27th Annual International Vincentian Business Ethics Conference
    October, 2020
  • CSR Authenticity Matters! The Distinct Effects of CSR Authenticity Across Three Different Sports
    American Marketing Association Educator's Summer Conference, vol. 31
    August, 2020
  • How Purchase Goal (Gift- versus Self-Purchase) Affects Buyers' Price Fairness Judgments and Satisfaction
    American Marketing Association Educator's Summer Conference, vol. 31
    August, 2020
  • Exploring the Ingredients of Lucrative Corporate Endorsement Investments on Female Golfers in the Korean Ladies Professional Golf Association
    2019 Macromarketing Conference
    June, 2019
  • The Power of Authenticity: The Influence of Corporate Social Responsibility Authenticity on Consumer Judgments
    2019 Macromarketing Conference
    June, 2019
  • Consumer evaluations of CSR authenticity: Development and validation of a multidimensional CSR authenticity scale
    Journal Of Business Research, vol. 98
    May, 2019
  • Price Fairness Judgments in Gift Giving Contexts
    International Vincentian Business Ethics Conference (IVBEC)
    October, 2018
  • 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
  • The Influence of Corporate Social Responsibility Authenticity on Consumer Behavioral Intentions toward a Sport Organization
    Sport Marketing Association Conference
    November, 2017
  • Sponsoring Women's Sport Leagues as a Cause: What Signal Does it Send?
    North American Society for Sport Management Conference
    June, 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
    June, 2017
  • Consumer Responses to Spatial Distance and Social Distance in a Cause Marketing Campaign
    Academy of Marketing Science
    January, 2017
  • Effects of Congruence and Reliability on Consumer Responses in a Cause Alliance Campaign
    Academy of Marketing Science
    January, 2017
  • Exploring the Impact of Multiple External Identities on the Development of Team Identification
    North American Society for Sport Management Conference
    June, 2016
  • Cause-Related Marketing in Sports: The Power of Altruism
    European Sport Management Quarterly, vol. 16(3)
    April, 2016
  • Cause-Related Sport Marketing (CRSM): An Organizing Framework and Knowledge Development Opportunities
    European Sport Management Quarterly, vol. 16(1)
    January, 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
    June, 2014
  • Authenticity and Corporate Social Responsibility Programs: Development of a Valid and Reliable Measurement Instrument
    North American Society for Sport Management Conference
    2014
  • Institutional Isomorphism and Social Responsibility in Professional Sports
    Sport, Business and Management: An International Journal, vol. 7(1)
    Spring, 2017

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

Presentations

  • 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 Educators 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