Wi Suk Kwon, Ph.D.
Assistant Professor 372C 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, Consumer Sciences 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, and technology applications in retailing. Psychology and sociology theories often provide a framework in which I understand consumer issues. I embrace diverse approaches to address the issues including psychologicalmarketing modeling, experimental research, and qualitative research.a combination of various qualitative and quantitative research designs. My recent research programs mainly concern the use of information technology (e.g., Internet, e-shopping, conversational agents) to address needs of underserved consumer populations. My areas of teaching include graduate research methods, merchandising, retailing, consumer behavior, merchandising, retailing, and marketing.

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

ITAS 8960 Current Issues in Integrated Textile and Apparel Science

Selected Publications/Refereed Presentations

• Kwon, W.-S., & Lennon, S. J. (2009). Reciprocal effects between a multi-channel retailer’s offline and online brand images. Journal of Retailing, 85(3), 376-390.
• Kwon, W.-S., & Lennon, S. J. (2009). What induces online loyalty: Online versus offline brand images. Journal of Business Research, 62(5),557-564.
• Chattaraman, V., Kwon, W.-S., & Gilbert, J. (2009, September). Social presence in online stores: Building social support and trust among older consumers [CD-ROM]. In J. R. Evans (Ed.), Retailing 2009: Strategic Challenges and Opportunities in Uncertain Times: Special Conference Series (Vol. XII): Proceedings of the 12th Triennial Triennial National Retailing Conference. New Orleans, LA: The Academy of Marketing Science and the American Collegiate Retailing Association.
• Kwon, W.-S., & Noh, M. (in press). The influence of prior experience and age on mature consumers’ perceptions and intentions of Internet apparel shopping. Journal of Fashion Marketing and Management.
• Dew, L., & Kwon, W.-S. (in press). Exploration of apparel brand knowledge: Brand awareness, brand association, and brand category structure. Clothing and Textiles Research Journal.
• • Kwon, W.-S. (in press). Online visual merchandising: An impression formation perspective. International Journal of Costume.
• Zhang, O., & Kwon, W.-S. (2008). An exploratory study of men’s interpretation and choices of male looks. Saarbrücken, Germany: VDM Verlag Dr. Müller.
• Kwon, W.-S., & Rudd, N. A. (2007). Effects of psychological and physical self-image on perceptions of salespeople performance and nonstore shopping intention. Clothing and Textiles Research Journal, 25, 207-229.     
• Ha, Y., Kwon, W.-S., & Lennon, S. J. (2007). Online visual merchandising of apparel websites: A cross-national approach. Journal of Fashion Marketing and Management, 11(4), 477-493.
• Kwon, W.-S. (2008, November). How do American men categorize apparel brands? Consumer-based market competition analysis. Abstract published in Proceedings of the Annual Meeting of the International Textile and Apparel Association (No. 65). Schaumburg, IL.
• Harben, B., & Kwon, W.-S. (2008, November). Antecedents of consumer attitude toward cause-brand alliances and post-brand attitude. Abstract published in Proceedings of the Annual Meeting of the International Textile and Apparel Association (No. 65). Schaumburg, IL.
• Kwon, W.-S., & Lennon, S. J. (2006, November, in press). Development of an online brand image measurement for multi-channel apparel retailers. Paper published in Proceedings of the International Textile and Apparel Association (No. 63). San Antonio, TX.
• 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). Alexandria, VA. Available: http://www.itaaonline.org/downloads/P2005-Res-KwonWS-Development-Res342.pdf
• Kwon, W.-S., & Kandampully, J. (2005). 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. Orlando, FL.

Selected Research Projects

• Gilbert, J., Chattaraman, V., & Kwon, W.-S. (2009-2012). National Science Foundation, “HCC: Small: Conversational Agents in Web-Based Consumer Environments Designed for Older Users”.
• Forsythe, S., Kwon, W.-S., & Leon, R. (2007-2009). National Textile Center (NTC), S06-AC02, “The Pivotal Role of Brand Image on Purchase Decisions.”
• Kwon, W.-S., Solomon, M., & Englis, B. G. (2006-2009). National Textile Center (NTC), S06-AC04, “A Visual Approach to the Assessment of Apparel Brand Personality and its Relationship to Brand Equity.”
• Kwon, W.-S., Solomon, M., Englis, P., & Englis, B. G. (2006-2009). National Textile Center (NTC), S06-AC01, “Strategic Sustainability and the Triple Bottom Line.”
• Kwon, W.-S., Solomon, M., Kaiser, S., Hethorn, J., Englis, B., Lewis, V. D., & Pan, N. (2005-2009). National Textile Center (NTC), S05-AC02, “Masculine Style(s): Shifting Identities and Textile/Apparel Industry Opportunities.”
• Chattaraman, V., Gilbert, J., & Kwon, W.-S. (2008). AU Competitive Outreach Scholarship Grant, Auburn University, “Bridging the Digital Divide to Enhance Internet Technology Use among the Elderly.”
• Forsythe, S., & Kwon, W.-S. (2008 - 2009). Alabama Agricultural Experiment Station (AAES) Hatch grant, Auburn University, “The Strategic Implication of Branding for Small Food and Textile Businesses: Can a Strong Brand Overcome a Premium Price?” (ALA041-1-08032),
• Kwon, W.-S. (2007-2008). 2007 AU Competitive Research Grant, Auburn University, “Validation of Taxonomies of Online Visual Merchandising.”
• Kwon, W.-S., & Warfield, C. (2006). Faculty Mentoring Grant, Auburn University, “Cognitive Gaps in Competition Identification between Managers and Consumers”.
• Forsythe, S., & Kwon, W.-S. (2005-2008). Alabama Agricultural Experiment Station (AAES) hatch research grant, ALA-07-017, Auburn University, “Developing a Model of Consumers’ Internet Shopping Behaviors for Apparel and Food Products”
• Kwon, W.-S. (2005-2007). Alabama Agricultural Experiment Station (AAES), Auburn University, “The Internet as a New Apparel and Food Shopping Medium for Older Consumers: A Benefit Segmentation Approach”.

Honors and Awards

• October 2009: National Textile Center Director’s Award for Excellence in Demonstrating Inter-University Collaboration within the NTC, 2009 National Textile Center Forum, Greenville, SC.
• April 2008: Proposal Development Grant, Auburn University Research Institute for the Study of Diversity, “Employing Embodied Conversational Agents to Bridge the Digital Divide and Enhance Internet Technology Use Among Elderly”, Chattaraman, V., Kwon, W.-S., & Gilbert, J.
• April 2008: The Daniel F. Breeden Endowed Grant Program. The Biggio Center for the Enhancement of Teaching and Learning, Auburn University, $2,000. Forsythe, S., Kwon, W.-S., & Byun, S.-E. (2008-2009).
• April 2008: Student Government Association (SGA) Outstanding Faculty Award, Auburn University
• April 2007: 2007 Competitive Research Grant, Auburn University.
• February 2007: National Textile Center Director’s Award for Excellence in Achieving Project Objectives in the 2nd year. (Project No. S05-AC02: Masculine style(s): Shifting identities and textile/apparel), 2007 National Textile Center Forum, Hilton Head Island, SC.
•  February 2007: 1st Place for Poster Presentation (Project No. S05-AC02: Masculine style(s): Shifting identities and textile/apparel), 2007 National Textile Center Forum, Hilton Head Island, SC
• May 2006: New Faculty Scholars Certificate of Achievement, The Biggio Center, Auburn University
• March 2006: 2006 Faculty Mentoring Grant, Auburn University

Professional Affiliations

• International Textile and Apparel Association
• American Collegiate Retailing Association