Expertise
Digital marketing, Shopper behavior, Luxury branding
Research Interests
Mark Yi-Cheon Yim's primary research interests include digital marketing with a focus on innovative technologies, shopper behavior/retailing, and luxury branding. His current research investigates the effectiveness of augmented reality based product presentations, the impact of brand placement in stereoscopic 3-D sports games, and the effectiveness of iPad based interactive ordering system. His research has appeared in the Journal of the Academy of Marketing Science, the International Marketing Review, the Journal of Advertising, and the Journal of Advertising Research, among others.
Education
Ph.D., Advertising, University of Texas at Austin
M.S., Advertising, University of Illinois, Urbana-Champaign
B.A., German Language & Literature, Korea University
Biosketch
Mark Yi-Cheon Yim, Ph.D. is an Associate Professor of Marketing in the Manning School of Business at the University of Massachusetts Lowell since 2016. Prior to joining the program, he taught in the Richard J. Wehle School of Business at Canisius College, Buffalo, NY for five years. He also worked as an account planner for Samsung Electronics at Cheil Worldwide in Seoul, S. Korea and was responsible for market, consumer/competitor analysis, and marketing strategies.