김한구 교수(경상대학 경영학부)

o (2006) B.S., Business Administration, Seoul National University
o (2012) Ph.D., Business Administration, Seoul National University

o (2020~Present) Associate Professor, Kyungpook National University, Daegu
o (2015~2020) Assistant Professor, Kyungpook National University, Daegu
o (2013~2015) Research Associate, Samsung Economic Research Institute, Seoul
o (2012) Lecturer, Seoul National University, Seoul

Consumer Psychology, Consumer Emotion, Consumer Behavior, Product Strategy, Brand Strategy

o Why do consumers continue to use OTT services?
o The effect of corporate social responsibility and corporate social irresponsibility: Why company size matters based on consumers’ need for self-expression
o The impact of belongingness and graphic-based emoticon usage motives on emoticon purchase intentions for MIM: an analysis of Korean KakaoTalk users
o Implicit vs explicit expression on advertising in a cross-cultural study: the mediating role of processing fluency and number of alternatives
o How to survive in advertisement flooding: The effects of schema–product congruity and attribute relevance on advertisement attitude