Jungju Yu is an assistant professor at College of Business, KAIST. His primary research interests are in digital marketing and branding.

Before joining KAIST, he served as an assistant professor at City University of Hong Kong, where he taught undergraduate and masters courses in Marketing Analytics. At KAIST, he will be teaching PMBA course in Business Analytics.

He earned his PhD from Yale School of Management and ScB in mathematics from Brown University.

Education

Yale University School of Management
Ph.D.
Marketing
2018

Yale University School of Management
M.Phil., M.A.
Marketing
2016

Brown University
Sc.B.
Mathematics
2012

Career

City University of Hong Kong
Assistant Professor of Marketing
8/2018 ~ 5/2021

Industry Advisory Activities

Big data marketing, Online advertising, Data privacy, Consumer search, Branding, Firm reputation

Publications (patents, etc.)

[Published Papers]

1. Shin, Jiwoong, and Jungju Yu. "Targeted Advertising and Consumer Inference." (2021) Marketing Science 40(5): 900--922.

2. Yu, Jungju. "A Model of Brand Architecture Choice: a House of Brands vs. a Branded House." (2021)
Marketing Science 40 (1): 147--167.

3. Neeman, Zvika, Aniko Ory, and Jungju Yu. "The Benefit of Collective Reputation." (2019)
The RAND Journal of Economics 50 (4): 787--821.

[Papers under Review]

1. Ke, Tony, Jiwoong Shin, and Jungju Yu. "Theory of Brand Positioning: A Product-portfolio View." (2021)

2. Despotakis, Stylianos, and Jungju Yu. "Multidimensional Targeting and Consumer Response." (2021)

[Work-in-progress]

"Targeted Advertising as an Implicit Recommendation and Consumer Opt-out" (with Eddie Ning and Jiwoong Shin)
"The Value and Granularity of Information in Targeted Advertising" (with Dongkyu Chang and Jiwoong Shin)
"Luring Customers on Search Platforms using List Price" (with Minkyung Kim)

Research Areas

Big data marketing, Online advertising, Data privacy, Consumer search, Branding, Firm reputation