■ 자기소개
현재 한양대학교 경상대학 경영학부의 부교수로 재직 중인 구자근 교수는
경희대학교 법학부를 졸업하고 University of Florida에서 광고학 석사학위를, University of
Massachusetts, Amherst에서 경영학 박사학위를 취득하였다. 실무적으로는
닐슨컴퍼니에서 소비자조사본부 선임연구원으로 근무한 바 있다.
Psychology & Marketing, Marketing Intelligence & Planning, Journal of Sport Management 등
SSCI 등재 학술지에 논문을 게재한 바 있으며, 주요 강의분야는 마케팅애널리틱스,
마케팅조사, 마케팅커뮤니케이션, 경영통계 등이 있다.
■ 학력
2008, 경희대학교 법학사
2010, University of Florida 광고학석사
2016, University of Massachusetts, Amherst 경영학박사
■ 교육 및 학회 경력
2016-2022, Texas Southern University, Jesse H. Jones School of Business, 마케팅 조교수
2022-현재, 한양대학교 경상대학 경영학부 마케팅 전공/ 비즈니스애널리틱스 융합전공 부교수
2023-2024, 한국광고학회 총무이사, 한국광고홍보학회 기획이사
■ 주요논문
Um, T., Lee, Y., & Koo, J. (2025). Economic impacts of digital home-sharing platform: Creative destruction in the hospitality industry. Tourism Economics, 31(2), 201-220. https://doi.org/10.
Koo, J., & Heo, J. (2024). The bilateral image flow in sponsorship: An extension of Prendergast, Paliwal, and Mazodier (2016). International Journal of Advertising, 43(2), 321-355. https://doi.org/10.
Koo, J. (2022). Antecedents of the Attitude toward the Athlete Celebrities’ Human Brand
Extensions. International Journal of Sports Marketing and Sponsorship, 23(2), 241-
258. https://doi.org/10.1108/
Joo, S., Koo, J., & Nichols, B. S. (2021). Understanding consumer attitudes in cause-
brand alliances in sports: The role of sport entity attitudes. International Journal of
Sports Marketing and Sponsorship, 22(3), 507-528. https://doi.org/10.
12-2019-0142 (SSCI).
Koo, J. & Lee, Y. (2019). Sponsor-event congruence effects: The moderating role of sport
involvement and mediating role of sponsor attitudes. Sport Management Review,
22(2), 222-234. https://doi.org/10.
Lee, Y., Kim, M, Koo, J., & Won, H. (2019). Sport volunteer service performance, image
formation, and service encounters. International Journal of Sports Marketing and
Sponsorship, 20(2), 307-320. https://doi.org/10.
Lee, Y. & Koo, J. (2016). Can a celebrity serve as an issue-relevant argument in the
elaboration likelihood model? Psychology & Marketing, 33(3), 195-208.
http://dx.doi.org/10.1002/mar.
Joo, S., Koo, J., & Fink, J. S. (2016). Cause-related marketing in sports: The power of
altruism. European Sport Management Quarterly, 16(3), 316-340.
http://dx.doi.org/10.1080/
Lee, Y., Kim, M, & Koo, J. (2016). The impact of social interaction and team member
exchange on sport event volunteer management. Sport Management Review, 19(5),
550-562. http://dx.doi.org/10.
Lee, Y. & Koo, J. (2015). Athlete endorsement, attitudes, and purchase intention: The
interaction effect between athlete endorser-product congruence and endorser
credibility. Journal of Sport Management, 29(5), 523-538.