Auburn University
Auburn University
Auburn University

Wi Suk Kwon, Ph.D.

Assistant Professor

372A Spidle Hall
Auburn University
Auburn, AL 36849
Tel (334) 844-4011
Fax (334) 844-1340
kwonwis@auburn.edu
   Ph.D., The Ohio State University, 2005
   M.S., Iowa State University, 2001, Textiles and Clothing
   B.S., Seoul National University, 1993, Clothing and Textiles

Scholarly Interests

    My research interests cover marketing research focusing on consumer psychology, branding, global retailing, and multi-channel retailing with an emphasis on the apparel industry. Application of theories from psychology and sociology in understanding consumer issues related to apparel marketing and retailing has been the focus of my latest research efforts. I embrace diverse approaches to address the issues including marketing modeling, experimental research, and a combination of various qualitative and quantitative research designs. Areas of teaching include merchandising, retailing, consumer behavior, and graduate research methods.

Courses Taught

CAHS 3850 Merchandise Planning & Control

CAHS 3900: Independent Study

CAHS 4940 Apparel Merchandising, Design, and Production Management Internship

CAHS 5850/6850 Apparel Merchandising and Retailing Management

ITAS 7200 Integrated Textile and Apparel Complex

CAHS 7050 Research Methods in Consumer and Textile Sciences

CAHS 7900 Independent Study

CAHS 7910 Supervised Teaching

CAHS 7960 Directed Readings

CAHS 7990 Research and Thesis

Selected Publications/Refereed Presentations

  • Kwon, W. S., & Rudd, N. A. (in press). Effects of self-image on perceptions of salespeople performance and nonstore shopping intentions. Clothing and Textiles Research Journal.
  • Ha, Y., Kwon, W. S., & Lennon, S. J. (in press). Online visual merchandising of apparel websites: A cross-national approach. Journal of Fashion Marketing and Management, 11(2).
  • Kwon, W. S., & Lennon, S. J. (in press). Development of an online brand image measurement for multi-channel apparel retailers. Abstract published in Proceedings of the International Textile and Apparel Association (No. 63)
  • Kwon, W. S. (in press). A role play as an integrated learning tool for buyer-vendor negotiation. Abstract published in Proceedings of the International Textile and Apparel Association (No. 63).
  • Kwon, W. S., & Lennon, S. J. (2006, April). What induces online customer loyalty toward a multi-channel retailer?: Online versus offline brand images [CD-ROM]. Abstract published in D. J. Burns (Ed.), Spring 2006 American Collegiate Retail Association (ACRA) Proceedings. Philadelphia, PA: Xavier University.
  • Kwon, W. S., & Lennon, S. J. (2005). Development of an apparel specialty retail brand image measurement. Abstract published in Proceedings of the International Textile and Apparel Association (No. 62).
  • Kwon, W. S., & Kandampully, J. (2005, July). A model of the effect of customer satisfaction/dissatisfaction on loyalty through image adjustment in the apparel industry. Abstract published in Proceedings of the 12th International Conference of the European Institute of Retailing and Services Studies.
  • Kwon, W. S., & Lennon, S. J. (2005, April). Reciprocal influences of multi-channel retailers' online and offline brand images. Abstract published in the First Virtual Conference of the Global Symposium for Consumer Sciences.
  • Kwon, W. S., & Lennon, S. J. (2005, April). A model of the reciprocal effects of apparel multi-channel retailers’ online and offline brand images [CD-ROM]. Abstract published in D. J. Burns (Ed.), Spring 2005 ACRA Proceedings. Philadelphia, PA: Xavier University.
  • Kwon, W. S., & Lennon, S. J. (2004). The moderating effect of body-image on appearance social comparison. Abstract published in Proceedings of the International Textile and Apparel Association (No. 61).
  • Kwon, W. S., & Rudd, N. A. (2003). Body-image, self-concept, perceptions of salespeople’s performance, and nonstore shopping intention. Abstract published in Proceedings of the International Textile and Apparel Association (No. 60).
  • Stoel, L., & Kwon, W. S. (2003). A real-world project: Integration of CAD, fashion business, and ready-to-wear analysis courses. Abstract published in Proceedings of the International Textile and Apparel Association (No. 60).

Selected Research Projects

  • Solomon, M., Kaiser, S., Hethorn, J., Englis, B., Lewis, V. D., Pan, N., & Kwon, W.-S. (in progress) “Style(s): Shifting Identities and Textile/Apparel Industry Opportunities”, Funded by National Textile Center (S05-AC02)
  • Kwon, W. & Warfield, C. L. (in progress) “Cognitive Gaps in Competition Identification between Managers and Consumers”, funded by 2006 Faculty Mentoring Program, Auburn University.
  • Kwon, W. (in progress) “The Internet as a New Apparel and Food Shopping Medium for Older Consumers: A Benefit Segmentation Approach”, funded by AAES
  • Kwon, W. S., Park, M., & Stoel, L. (in progress). The effect of online merchandise assortment on business performance of apparel retailers: A longitudinal study.
  • Kwon, W. S. (working paper) “A model of reciprocal effects of multi-channel retailers’ online and offline brand images: Application to specialty apparel retailers”
  • Lennon, S. J., Dickson, M. A., Montalto, C. P., Zhang, L., Shen, D., & Kwon, W. S. (working paper). Chinese consumers’ beliefs and attitudes about U.S. versus Chinese apparel products.
  • Kwon, W. S., & Miller, N. J. (working paper). College-age consumer orientations, perceived importance of sales assistance, and nonstore and in-store patronage intentions.

Honors and Awards

  • 2006: New Faculty Scholars Certificate of Achievement, The Biggio Center, Auburn University
  • 2005: Honorable Mention in the 2005 Consumer Sciences Graduate Student Award for Excellence in Teaching, Department of Consumer Sciences, The Ohio State University
  • 2004: ITAA Fellowship, the International Textile and Apparel Association
  • 2004: Consumer Sciences Graduate Research Award, “Lois E. Dickey & Ester A. Meacham Endowment Fund” housed within the College of Human Ecology, The Ohio State University
  • 2004 – 2005: The College of Human Ecology Graduate Fellowship, “Anita R. McCormick Endowment Fund” housed within the College of Human Ecology, The Ohio State University
  • 2002 – 2003: University Fellowship, Graduate School, The Ohio State University
  • 2000 – 2001: Helen G. Easter Graduate Scholarship, College of Family and Consumer Sciences, Iowa State University
  • Member of Kappa Omicron Nu, National Honor Society

Professional Affiliations

  • International Textile and Apparel Association
  • American Collegiate Retailing Association