Jung Exploring Influence of Confucianism on Luxury Brand Performance in China, Japan and South Korea

In a recent chat with Turner Business, Turner College professor of marketing Sungwoo Jung made the point that luxury brands are gaining the degree of influence in many developing countries that they enjoy now in developed countries.  He has been pondering this issue as part of his international marketing research program, which typically focuses on advertising, pioneering advantages and multi-cultural analysis.  Currently, Jung is concentrating his energies on a cross-cultural analysis of brand equity that highlights luxury brands’ performance.  His research finds that China, Japan and South Korea have each seen an increase in market share for luxury brands in recent years.  As Jung explained to Turner Business, “These three countries share a common philosophical background – Confucianism.”  With that point in mind, Jung and his coauthors are currently engaged in an investigation of how Confucianism influences consumer behavior in these three Asian countries, and how that behavior impacts luxury brand performance.  When published, Turner Business will visit with Jung once again to learn more about the study’s findings.

Jung earned bachelor’s and master’s degrees in business from Seoul National University, and master’s and doctoral degrees in marketing from Georgia State University.  He worked at Samsung for five years before entering graduate school at Georgia State University.  Before joining the marketing faculty in the Turner College, he served in that capacity at the State University of New York – Oneonta for four years.