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College of Hospitality, Retail and Sport Management

Faculty and Staff

Sang-Eun Byun, Ph.D.

Title: Associate Professor
Department: Department of Retailing
College of Hospitality, Retail and Sport Management
Email: sbyun@mailbox.sc.edu
Phone: 803-777-3098
Fax: 803-777-4357
Office: Close-Hipp 705
Resources: Curriculum Vitae
Sang-Eun Byun, associate professor, Department of Retailing

Background

Ph.D., Michigan State University, East Lansing, Mich., U.S.A, 2006
M.S., Kyunghee University, Seoul, Korea, 1998
B.S., Andong National University, Andong, Korea, 1996

Sang-Eun Byun is an associate professor in the Department of Retailing at the University of South Carolina. Byun received a Ph.D. in Retailing from Michigan State University. Before joining the University of South Carolina in August 2016, she worked at Auburn University for 10 years as an assistant/associate professor in apparel merchandising. She currently teaches Retail Promotion and is the first instructor who teaches Keyhole Social Listening Certification Programs. She is also a WiX certified instructor. Her research interests include (1) consumer’s cognitive, emotional, neural, and behavioral reactions in offline/online retail environments, (2) customer engagement and experience creation, (3) CSR communication & conscious marketing, and (4) small business and entrepreneurship. Her research has employed surveys, experiments, qualitative research, and mixed methods. She received best paper or outstanding paper awards from several nationally and internationally recognized conferences and refereed journals. Her research has appeared in top ranked journals including Journal of Business Research, Psychology and Marketing, Journal of Business Ethics, Journal of Retailing and Consumer Research, Clothing and Textiles Research Journal, and Frontiers in Neuroscience. She was also honored to receive two prestigious teaching awards at Auburn University and Michigan State University.

Research Interests

  • Consumer’s cognitive, emotional, neural, and behavioral reactions in offline/online retail environments
  • Customer engagement and experience creation strategies
  • CSR communication & conscious marketing
  • Small business and entrepreneurship

Teaching

  • RETL 365 – Visual Merchandising and Store Design
  • RETL 369 – Retail Promotion
  • RETL 485 – Multinational Retailing
  • RETL 487 – Retail Management Strategies

Previous teaching experiences

  • Consumer Theory
  • Research Methods
  • Global Retailing Strategies
  • Global Sourcing
  • Fashion Analysis and Forecasting
  • Visual Merchandising
  • International Buying and Product Development
  • Promotional Strategies in Retailing

Honors and awards

  • Keyhole (Social Media Listening) Certified Instructor (August 2018)
  • WiX Certified Instructor (August 2018)
  • Highly Commended Paper Award, The Literati Network Awards for Excellence 2016, Emerald Group Publishing Limited. International Journal of Retail and Distribution Management (April 2016)
  • Best Paper Award — Finalist, American Collegiate Retailing Association, New York/New Jersey, U.S.A. (April 2016)
  • Alumni Undergraduate Teaching Excellence Award, Auburn Alumni Association, Auburn University (Nominated by students, alumni, and colleagues) (September 2013)
  • Paper of Distinction Award Nominee, the Merchandising/Retailing II. Visual and Promotion track, The International Textile and Apparel Association (September 2011)
  • Outstanding Paper Award, The Literati Network Awards for Excellence 2011, Emerald Group Publishing Limited. (April 2011)
  • Best Paper Award, American Collegiate Retailing Association, New York, U.S.A. (January 2008)
  • Best conference paper, The European Association of Education and Research in Commercial Distribution Conference, Saarbruecken, Germany (June 2007)
  • Dissertation Completion Fellowship, College of Communication Arts and Sciences, Michigan State University (Spring 2006)
  • Developing Professional Award in recognition of excellence in research and teaching, College of Human Ecology, Michigan State University (Spring 2005)
  • Best conference paper, American Collegiate Retailing Association/ The European Association of Education and Research in Commercial Distribution, Paris, France (July 2003)
  • Academic Excellence Award, College of Human Ecology, Michigan State University (Fall 2000)

Refereed journal publications

Byun, S.-E., Han, S., Kim, H., & Centrallo, C. (in press). "US small retail businesses’ perception of competition: Looking through a lens of fear, confidence, or cooperation." Journal of Retailing and Consumer Services.

Ginder, W., Kwon, W.-S., & Byun, S.-E. (in press). "Effects of internal-external congruence-based CSR positioning: An attribution theory approach." Journal of Business Ethics.

Manveer, M., Kwon, W.-S., & Byun, S.-E. (2018). "Shifting value perceptions among young urban Indian consumers: The role of need for distinctiveness and western acculturation." Journal of Retailing and Consumer Services, 44(June), 127-133.

Rashid, S. & Byun, S.-E. (2018). “Are consumers willing to go the extra mile for fair trade products made in a developing country? A comparison with made in USA products at different prices.” Journal of Retailing and Consumer Services, 41(March), 201-210. 

Lou, Y. & Byun, S.-E. (2018). “Stress-driven spending: Correlates of international students’ adjustment strains and compulsive online buying.” Journal of International Students, 8(4), 1522–1548. 

Goodman, A.M., Wang, Y., Kwon, W-S., Byun, S.-E., Katz, J.S. & Deshpande, G. (2017). "Neural correlates of consumer buying motivations: A 7T functional magnetic resonance imaging (fMRI) study." Frontiers in Neuroscience. 11: 512. PMID 28959182 DOI: 10.3389/fnins.2017.00512. ( Frontiers in Neuroscience is the number one most cited journal in the field of neuroscience.)

Manveer, M. & Byun, S.-E. (2017).To retrench or invest? Turnaround strategies during a recessionary time.” Journal of Business Research, 80(11), 24-34.

Kim, H., Byun, S.-E., Choi, S., & Lee, K.-H. (2016). "The use of Facebook in international multi-course collaborative projects in fashion merchandising curriculums." Fashion, Industry and Education, 14(1), 40-49.

Manveer, M., Byun, S.-E., & Li, Y. (2015). "Acclimatizing to the recession: A grounded theory perspective of the U.S. retail industry’s realignment strategies between 2008 and 2011." International Journal of Retail and Distribution Management, 43(8), 775-792. HIGHLY COMMENDED PAPER AWARD.

Ginder, W., & Byun, S.-E. (2015). "Past, present, and future of gay and lesbian consumer research: Critical review of the quest for the queer dollar." Psychology and Marketing, 32(8), 821-841.

Mann, M., Byun, S.-E., Kim, H.-J., & Hoggle, K. (2014). "Top apparel companies’ corporate social responsibility communications on the Websites: Range, strategies, problems and opportunities." Journal of Business Ethics. 122(4), 599-622.

Byun, S., & Byun, S.-E. (2013). "Exploring perceptions toward biometric technology in service encounters: A comparison of current users and potential adopters." Behavior and Information Technology. 32(1), 217-230.

Byun, S.-E., & Sternquist, B. (2012). "Here-today-gone-tomorrow: Consumer reactions to perceived limited availability." Journal of Marketing Theory and Practice, 20(2), 223-234.

Byun, S.-E., Kim, H.-J., & Duffey, M. (2012). "A multi-course collaborative project within a global context: Multi-dimensional learning outcomes for merchandising and interior design majors." Clothing and Textiles Research Journal, 30(3), 200-216.

Byun, S.-E. (2011). "Consumer response to seller-induced perishability: Perceived desirability, urge to buy, and purchase acceleration." International Journal of Costume and Fashion, 11(2), 53-64.

Byun, S.-E., & Mann, M. K. (2011). "Influence of others: The impact of perceived human crowding on perceived competition, emotions and hedonic shopping value." Clothing and Textiles Research Journal, 29(4), 284-297. CTRJ 50 Most-Read Articles in 2012.

Byun, S.-E., & Sternquist, B. (2011). "Fast fashion and in-store hoarding: The drivers, moderator, and consequence." Clothing and Textiles Research Journal, 29(3), 187-201. CTRJ 50 Most-Read Articles in 2012.

Mann, M. K., & Byun, S.-E. (2011). "Assessment of five competitive forces of the Indian apparel retail industry: Entry and expansion strategies for foreign retailers." Journal of Textile and Apparel, Technology and Management, 7(2), 1-14.

Mann, M. K., & Byun, S.-E. (2011). "Accessing apparel retail opportunities in India: Porter’s Diamond Approach." Journal of Fashion Marketing and Management, 15(2), 194-210.

Byun, S.-E., & Sternquist, B. (2010). "Reconceptualization of price mavenism: Do Chinese consumers get a glow when they know?" Asia Pacific Journal of Marketing and Logistics, 22(3), 279-293. OUTSTANDING PAPER AWARD.

Byun, S.-E., & Sternquist, B. (2008). "The antecedents of in-store hoarding: The measurement and application in the fast fashion retail environment." The International Review of Retail, Distribution, and Consumer Research, 18(2), 133-147.

Sternquist, B., Byun, S.-E., & Jin, B. (2004). "The dimensionality of price perceptions: A cross-cultural comparison of Asian consumers." The International Review of Retail, Distribution, and Consumer Research, 14(1), 83-100.

Byun, S., & Byun, S.-E. (2003). "Study on effective online advertising." Korean Internet Business Research, 4(1), 119-131.

Byun, S.-E., & Kim, I.-S. (1999). "The effectiveness of negative appeal advertisements: Focusing on apparel ads with social issues." Journal of the Korean Society of Clothing and Textiles, 23(7), 953-954.

Media coverage 

Refereed proceedings and presentations

  • Li, Y., Kwon, W.-S., & Byun, S.-E. (2019). “Mobile app purchase decisions: The effects of app name suffixes and app information quality. Full paper submitted to the Competitive Track for Consumer Behavior.” International Textile and Apparel Association.
  • Mann, M., & Byun, S.-E. (2019). “Dick’s Sporting Goods’ activism: Public response on Twitter,” Abstract to be published in the Proceedings of Society for Marketing Advances Annual Conference, New Orleans, LA.
  • Ginder, W., Kwon, W.-S., & Byun, S.-E. (2019). “Consumers’ response to consistency-based corporate social responsibility (CSR) positioning: What are the strategic and ethical implications?” Poster presented at the American Marketing Association | SIG Consumer Behavior, Bern, Switzerland.
  • Larsen, C., Byun, S.-E., Turner-McGrievy, B., West, D. (2019). “Does the sedentary behavior of college students differ by activity level or domain?” Poster presented at the Society of Behavioral Medicine 2019 Annual Meeting, Washington, D.C.
  • West, D., Larsen, C., Turner-McGrievy, B., & Byun, S.-E. (2019). “Sedentary behavior and complementary snacking among college students: Implications for intervention.” Poster presented at the ISBNPA 2019 Annual Meeting, Prague, Czech Republic.
  • Ginder, W., Kwon, W.-S., & Byun, S.-E. (2018). "An attribution theory approach to consistency-based corporate social responsibility (CSR) positioning." Paper presented at American Marketing Association/American Retailing Collegiate Association Triennial Conference, Toronto, Canada.
  • Rashid, S., & Byun, S.-E. (2017). “Consumers' information processing and attitude toward an ad: The moderating role of a product type.” Abstract published in Proceedings of the International Textile and Apparel Association, St. Petersburg, Florida.
  • Kwon, W.-S., Deshpande, G., Katz, J., and Byun, S.-E. (2017). “What does the brain tell about scarcity bias? Cognitive neuroscience evidence of decision making under scarcity.” Abstract published in Proceedings of the International Textile and Apparel Association, St. Petersburg, Florida.
  • Ginder, W., Kwon, W.-S., & Byun, S.-E. (2017). “Practice what you preach, but is it wise to preach what you practice? A consistency-based approach to the corporate social responsibility (CSR) communication dilemma.” Abstract published in Proceedings of the American Marketing Association, San Francisco, CA. 
  • Rashid, S. & Byun, S.-E. (2017). “Products’ country of origin and fair trade message: The impact of hangtag information on brand evaluation.” Paper to be presented at American Retailing Collegiate Association Conference, Bloomington, MN.
  • Lee, J.-G., & Byun, S.-E. (2016). “Alleviating anxiety through shopping: Roles of a sense of control and an approach/avoidance motivation.” Abstract published in Proceedings of the International Textile and Apparel Association, Vancouver, British Columbia.
  • Byun, S.-E., Ginder, W., Kim, H., Han, S., & Centrallo, C. (2016). "Small retail businesses’ varied perceptions of market competition." Abstract published in Proceedings of the International Textile and Apparel Association, Vancouver, British Columbia.
  • Kwon, W.-S., Byun, S.-E., & Katz, J. (2016). "Scarcity effects on consumers’ affective, cognitive, and conative responses: Moderating role of shopping orientation." Abstract published in Proceedings of the International Textile and Apparel Association, Vancouver, British Columbia.
  • Kim, H.-J., Byun, S.-E., Lee, K.-H., & Choi. S. (2016). "Understanding students’ perceived benefits of international multicourse collaborative projects." Abstract published in Proceedings of the International Textile and Apparel Association, Vancouver, British Columbia.
  • Ginder, W., Byun, S.-E., & Kwon, W.-S. (2016). "A conceptual framework for the influence of corporate social responsibility positioning." Paper presented at American Retailing Collegiate Association Conference, New York/New Jersey.
  • Mann, M. K., & Byun, S.-E. (2016). "To retrench or invest? Turnaround strategies during a recessionary time." Paper presented at American Retailing Collegiate Association Conference, New York/New Jersey. BEST PAPER AWARD - FINALIST.
  • Ginder, W., Byun, S.-E., Kim, H., & Centrallo, C. (2015). "Small retail businesses’ strategies to create positive customer experience: Current practices, challenges and opportunities." Paper presented at the American Collegiate Retail Association Annual Conference, Miami, Fla, U.S.A.
  • Kim, H. Byun, S.-E., Han, S., & Centrallo, C. (2015). "Exploring small businesses’ perceived importance, benefits and challenges of B2B networking." Abstract published in Proceedings of the International Textile and Apparel Association, Santa Fe, N.M.
  • Ginder, W., & Byun, S.-E. (2015). "Labor-related CSR communication: The impact of claim types on perceived credibility, skepticism, and brand trust." Abstract published in Proceedings of the International Textile and Apparel Association, Santa Fe, N.M.
  • Byun, S.-E., Johnson, O., & Kim, H. (2014). "Small retailers' perceived competition, strategies, and challenges." Paper presented at the American Collegiate Retail Association Annual Conference, Dallas, Texas, U.S.A.
  • Mann, M. K., Byun, S.-E., & Li, Y. (2014). "Acclimatizing to the recession: A grounded theory perspective of the U.S. retail industry’s realignment strategies between 2008 and 2011." Paper presented at the American Collegiate Retail Association Annual Conference, Dallas, Texas, U.S.A.
  • Ginder, W. & Byun, S.-E. (2014). "A conceptual framework for the role of online CSR communication methods." Paper presented at the American Collegiate Retail Association Annual Conference, Dallas, Texas, U.S.A.
  • Byun, S.-E., Kwon, W.-S., Forsythe, S., Franco-Watkins, A., Katz, J., Magnotti, J., Gatlin, A. R., & Chang, J. Y. (2013). "Consumer decision making under scarcity: Do time-limited promotions work?" Paper presented at the American Marketing Association/American Collegiate Retail Association Annual Conference, Nashville, Tenn., U.S.A.
  • Mann, M. K., Kwon, W.-S., & Byun, S.-E. (2013). "Indian consumers’ perceived value of Western brands, retail formats, and restaurants: The role of need for distinctiveness and acculturation?" Paper presented at the American Marketing Association/American Collegiate Retail Association Annual Conference, Nashville, Tenn., U.S.A
  • Li, Y., Kwon, W.-S., & Byun, S.-E. (2013). "Effects of app name suffixes and app information quality on consumers’ perceived app value." Abstract published in Proceedings of the International Textile and Apparel Association, New Orleans, L.A., U.S.A.
  • Mann, M. K., Byun, S.-E., & Kwon, W.-S. (2012). "Indian consumers' purchase intention towards Western brands: A self-image congruence perspective." Abstract published in the Proceedings of the International Conference in Marketing, Noida, India.
  • Mann, M. K., Hoggle, K., Byun, S.-E., & Kim, H.-J. (2012). "Apparel specialty companies' corporate social responsibility communications on the Websites: Range, strategies, problems and opportunities." Presented at the American Marketing Association/American Collegiate Retail Association Annual Conference, Seattle, Wash., U.S.A.
  • Byun, S.-E., & Mann, M. K. (2011). "Influence of others: The impact of perceived human crowding on perceived competition, emotions and hedonic shopping values." Presented at the American Collegiate Retailing Association Annual Conference, Boston, Mass., U.S.A.
  • Mann, M. K., & Byun, S.-E. (2011). "Assessment of five competitive forces of the Indian apparel retail industry: Emerging issues and strategies for foreign retailers." Presented at the American Collegiate Retailing Association Annual Conference, Boston, Mass., U.S.A.
  • Byun, S.-E., & Sternquist, B. (2009). "Determinants of in-store hoarding and their impact on hedonic shopping values and repatronage intention: Innovators versus non-innovators." Abstract published in the Proceedings of The International Textile and Apparel Association, Seattle, Wash., U.S.A.
  • Forsythe, S., Byun, S.-E., & Kwon, W.-S. (2009). "Gone with the wind: Consumer decision making under limited availability conditions." Abstract published in the Proceedings of the International Textile and Apparel Association, Seattle, Wash., U.S.A.
  • Byun, S.-E., & Sternquist, B. (2008). "Role of implicit time-limited cues in the fast fashion retail environment." Presented at the American Collegiate Retailing Association Annual Conference, New York, U.S.A. WON BEST PAPER AWARD.
  • Byun, S.-E., & Sternquist, B. (2007). "In-store hoarding: The measurement and application in fast fashion retail environment." [CD-ROM]. Paper published in the Proceedings of the European Association of Education and Research in Commercial Distribution, Saarbruecken, Germany. BEST CONFERENCE PAPER.
  • Byun, S.-E., & Sternquist, B.( 2007). "The effect of in-store hoarding on shopping hedonism." Abstract published in the Proceedings of the International Textile and Apparel Association, Los Angeles, Calif., U.S.A.
  • Sternquist, B., & Byun, S.-E. (2004). "Chinese consumers' price mavenism: The mediating effect between price perceptions and shopping hedonism." Abstract published in the Proceedings of the International Textile and Apparel Association, Portland, Ore., U.S.A.
  • Sternquist, B., Byun, S.-E., & Jin, B. (2003). "The dimensionality of price perceptions: A cross-cultural comparison of Asian consumers." Paper published in the Proceedings of the European Association of Education and Research in Commercial Distribution/American Collegiate Retailing Association, Paris, France. BEST CONFERENCE PAPER.
  • Sternquist, B., & Byun, S.-E. (2003). "Chinese consumers' shopping hedonism: The effect of pricing discontent and price perceptions." Paper published in the Proceedings of the Academy of Marketing Science/American Collegiate Retailing Association, Columbus, Ohio, U.S.A.
  • Byun, S.-E., Choo, H.-J., & Pysarchik, D. T. (2003). "Market potential of processed foods in India: Supply chain perspectives." Paper published in the Proceedings of the Academy of Marketing Science/American Collegiate Retailing Association, Columbus, Ohio, U.S.A.

Grants received

  • Byun, S.-E. (2019). Getting Started with Teaching Online at USC. Faculty Support Grants, Center for Teaching Excellence (CTE), University of South Carolina, $500.
  • Byun, S.-E., Kim, H.-J., & Centrallo, C. (2011-2014). 2011 AU Competitive Outreach Scholarship Grant, Office of Vice President for University Outreach , Auburn University, “Developing a virtual community support network to promote rural entrepreneurial sustainability,” $48,737, PI.
  • Kwon, W.-S., Katz, J. S., Denney, T., Byun, S.-E., Forsythe, S., & Franco-Watkins, A. M. (2011-2014). Auburn University Intramural Grants Program, Office of the Vice President for Research, Auburn University, Developmental interdisciplinary research/scholarship proposal, “Human decision making under scarcity conditions,” $66,160, Co-PI.
  • Byun, S.-E. (2012-2013). Auburn University Intramural Grants Program, Office of the Vice President for Research, Auburn University, Seed Research/Scholarship Proposal, “Developing a virtual community for rural retailers,” $4000, PI.
  • Kim, H.-J., & Byun, S.-E. (2012-2013). 2011 AU Faculty Grant Program International Collaborative Teaching Grant, “A multicourse-multicultural project: fostering collaborative learning through cross-cultural knowledge exchange for retailing majors,” Office of International Education, Auburn University, $5,000, Co-PI.
  • Forsythe, S., Kwon, W.-S., & Byun, S.-E. (2008-2009). The Daniel F. Breeden Endowed Grant Program. The Biggio Center for the Enhancement of Teaching & Learning, Auburn University, $2,000, Co-PI. Funded the travel expenses to attend Market Week for retail buyers in New York City as part of a collaborative learning project with the buyers & divisional merch&ise managers of Dillard’s & Belk stores.

Professional affiliations

  • American Collegiate Retail Association (ACRA)
  • International Textile & Apparel Association (ITAA)

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