Thank you for stopping by! My name is Kiwoong Yoo, and I'm a Marketing Ph.D. candidate at the University of Tennessee's Haslam College of Business.
My CV can be found here and my research here.
My Resources pages have information for prospective Marketing Ph.D. students and current scholars, including those navigating the marketing academic job market.
Email: kyoo2[at]vols.utk.edu
My research focuses on how firms use marketing strategies to navigate disruptions such as natural disasters, trade wars, and emerging technologies. Through this work, I aim to equip firms with actionable insights to build resilience, strengthen their brands, and drive growth.
Within this domain, I rigorously address research questions using econometric and statistical methods, complemented by natural language processing, to provide evidence of causal effects.
My research has been published in the Journal of the Academy of Marketing Science and the Journal of Retailing. I am honored to have received the 2025 American Marketing Association (AMA) Retail and Pricing Special Interest Group (RAPSIG) Doctoral Student Award and the 2025 Haslam College of Business Outstanding Student Researcher Award. Moreover, I served as the Vice Chair of Communications for the AMA Doctoral Special Interest Group (DocSIG) and contributed as an ad-hoc reviewer for esteemed journals, including the Journal of Consumer Psychology and the International Journal of Research in Marketing.
Beyond academia, I am a loyal fan of Arsenal (COYG!), an outdoor enthusiast, and an adventurous foodie (especially if they're spicy dishes).