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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 cause marketing campaigns. Her work has been published in the Journal of Business ResearchProceedings of the Academy of Marketing Science, European Sport Management Quarterly, and Sport, Business, and Management: An International Journal. She has also presented her research at major conferences such as the American Marketing Association Summer Marketing Educators’ Conference, Academy of Marketing Science, International Vincentian Business Ethics Conference, and Sport Marketing Association ConferenceHer 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 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.

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

  • Consumer evaluations of CSR authenticity: Development and validation of a multidimensional CSR authenticity scale
    Journal Of Business Research
    May, 2019
  • 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
  • Consumer Responses to Spatial Distance and Social Distance in a Cause Marketing Campaign
    Academy of Marketing Science
    2016
  • Effects of Congruence and Reliability on Consumer Responses in a Cause Alliance Campaign
    Academy of Marketing Science
    2016
  • Institutional Isomorphism and Social Responsibility in Professional Sports
    Sport, Business and Management: An International Journal, vol. 7(1)
    Spring, 2017

Presentations

  • 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?
    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
    2017
    North American Society for Sport Management Conference, Denver, Colorado
  • 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
  • A Relationship Marketing Perspective on the Formation of Consumers' Initial Brand Attachment
    2016
    American Marketing Association Educator's Summer Conference, Atlanta, Georgia
  • Exploring the Impact of Multiple External Identities on the Development of Team Identification
    2016
    North American Society for Sport Management Conference, Orlando, Florida
  • 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
  • Corporate Sponsorship and Women's Sport: Lessons Learned from the Korean Ladies Professional Golf Association
    2015
    North American Society for Sport Management Conference, Ottawa, Canada
  • The Influence of Altruism and Team Identification on Consumers' Change in Attitude toward the Team in a Cause Related Sport Marketing Campaign
    2015
    Sport Marketing Association Conference, Atlanta, Georgia
  • The Moderating Role of Sport Involvement Between Sponsor-Event Congruence and Consumer Responses
    2015
    Association for Education in Journalism and Mass Communication Conference, San Francisco, Florida
  • Authenticity and Corporate Social Responsibility Programs: Development of a Valid and Reliable Measurement Instrument
    2014
    North American Society for Sport Management Conference, Pittsburgh, Pennsylvania