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  • Chang, Dae Ryun
    Retired Professor
  • Division   Marketing
    D.B.A. Harvard University
  • Email   drchang@yonsei.ac.kr


1986 D.B.A. Harvard University
1981 MBA Columbia University
1979 B.Comm. University of British Columbia, Commerce


Professor, School of Business, Yonsei University, 1987-present
Dean, Graduate School of International Studies, 2006~2008


Marketing Management, International Marketing (Coursera MOOC), Advertising, B2B Marketing


The Moderators of the Effect of Corporate Social Responsibility, Innovation in business to business marketing with an emphasis on emerging markets and technologies Integrated marketing communication, Marketing and brand strategy in Asia.


refereed journal articles:

Lee, Hosun, Dae Ryun Chang, and Sabine Einwiller. A study on the dynamics between the moral reasoning, celebrity image and consumers' support for celebrity comebacks after a transgression. Journal of Product & Brand Management. 2021.

Chang, Dae Ryun. Using Films to Achieve Diversity Goals in Marketing Education. Journal of Marketing Education. 2020.

Chang, Dae Ryun, Joonsuk Jang, Hosun Lee and Myungwoo Nam. The effects of power on consumers' evaluation of a luxury brand's corporate social responsibility. Psychology & Marketing, 2019.

Chang, Dae Ryun, Joonsuk Jang, Eric Lee, Hosun Lee, and Boinn Chang.  When a good company transgresses: A study of the influences of CSR, moral decoupling, and ethnocentrism. Journal of Global Fashion Marketing, 2017. 8 (1).

Lee, Chungyeol, Dae Ryun Chang, Nayeon Kim and Hosun Lee. Study on the Interaction between Corporate Reputation and Negativity Framing on Consumer Evaluation of Corporate Social Responsibility. Asia Marketing Journal. 2016. 17 (4).

Yoon, Heeyoung, Dae Ryun Chang, and Kyoungmi Lee. 2014. It has to be ME (not YOU): the role of competitive message on the effectiveness of sales promotionJournal of Global Scholars of Marketing Science, 24(3).

Chang, Dae Ryun, Kyoung Woo Lee and Sungmin Ryu, 2014. Korea as a Comparative Business Marketing System: Review and Prospects. Journal of Business to Business Marketing, “21(4), 2014.

Chang, Dae Ryun and Se-Bum Park. 2013. The Effects of Brand Strategy and Technological Uncertainty on Pioneering Advantage in the Multigenerational Product Market. Journal of Product Innovation Management, 30(1), 82-95.

Chang, Dae Ryun  and Kyong On Choi, WE CAN Cookies, ASIA MARKETING JOURNAL, 14(4). 

Chang, Dae Ryun and Eunju Ko. 2012. Increasing the impact of sponsorship on brands and reputation. International Journal of Advertising, 31(1).

Cho, Seong Do and D.R. Chang, 2008. Salesperson's innovation resistance and job satisfaction in intra-organizational diffusion of sales force automation technologies: the case of South Korea. Industrial Marketing Management 37: 841-847.

Chang, D.R. and H. Cho, 2007. Organizational Memory influences New Product Success. Journal of Business Research 61: 13-23.

Chang, D.R. 2007. The We-Me Culture: Marketing to Korean Consumers. Advances in International Marketing.18: 131-147.

Srinivasan V., C.S. Park, and D.R. Chang. 2005. An Approach to the Measurement, Analysis, and Prediction of Brand Equity and Its Sources. Management Science. 51 (9): 1433-1488.

Sohn, Yong Seok, Hangun Joun, and Dae Ryun Chang. 2002. A Model of Information Search and Online Network Externalities Journal of Interactive Marketing.

Kim, Namwoon, Dae Ryun Chang, and Allan D. Shocker. 2000. Modeling Intercategory and Generational Dynamics for a Growing Information Technology Industry. Management Science, 496- 517.

Chang, Dae Ryun, Don Ryun Chang, and Kwon Soo Lee. 1996. “A Comparison of the Perceptions of Clients and Design Consultants toward Corporate Identity Programs,” Advances in International Marketing, pp. 47-59. 

Kim, Kee Young and Dae Ryun Chang. 1995. "Global Quality Management: A Research Focus.” Decision Science. 

Chang, Dae Ryun and Ik-Tae Kim. 1995. "An Empirical Study on the Rating of Import Sources of Industrial Products." Journal of Business Research. 

Hahn, Minhi, Dae Ryun Chang, Ik-Tae Kim, and Yup Kim. 1995. "Consumer Response to Coupon Advertising." International Journal of Advertising. 

Chang, Dae Ryun, Minhi Hahn, and Ik-Tae Kim. 1994. "SPAD: A Contingency Framework for Formulating Sales Promotion and Advertising." Journal of Promotion Management. 

Hahn, Minhi and Dae Ryun Chang. 1992. "An Extended Framework of Adjusting Channel Strategies in Industrial Markets." Journal of Business and Industrial Marketing. 

Phillips, Lynn W., Dae Ryun Chang, and Robert D. Buzzell. 1983. "Product Quality. Cost Position, and Business Performance: A Test of Some Key Hypotheses." Journal of Marketing.

Seungkyung Kwon, Dae Ryun Chang and Don Ryun Chang. 2016. The Structural Relationships among Brand Relationship Quality, Brand Attitude, and Word-of-mouth (WOM) Intention Based on the Presence Experience in Trans-media : Focusing on the Moderating Effect of the Sense of Control. Korean Journal of Advertising.

Don Ryun Chang, Dae Ryun Chang and Seungkyung Kwon, 2013. Transbranding based on media expansion and change. Journal of korean society of design science.

Books, Chapters in Books and Cases:

Chang, Dae Ryun (2015), Mastering Noon Nopi: The Art & Science of Marketing in Asia, Yonsei University Press. 

Chang, Dae Ryun, Don Ryun Chang, and Sebum Park (2015), Integrated Brand Communication, Booknet Publishing. 

Chang, Don Ryun and Dae Ryun Chang (2014), Transbranding in the Trans Age, Yiyagi Namu Press. (in Korean)

Chang, Dae Ryun and Robert F. Hartley (2013), Marketing Survival II, casebook, Myungin Publishing (in Korean).

Chang, Dae Ryun and Kevin Sproule (2013), Gangnam Marketing The Gold Misses in South Korea, Singapore Management University Case. 

Chang, Dae Ryun and Kevin Sproule (2011), POSCO: Corporate Led Social Enterprise, Singapore Management University Case. 

Chang, Dae Ryun and Robert F. Hartley (2011), Marketing Survival, casebook, Myungin Publishing (in Korean). 

Han, Sangman, Young Won Ha, and Dae Ryun Chang (2010), Marketing Strategy, Pakyoungsa, 3rd edition. (in Korean). 

Chang, Dae Ryun (2009), B2B Marketing, Booknet (in Korean). 

Chang, Dae Ryun (2009), “Brand Convergence,” in Handbook on Brand and Experience Management, Bernd H.Schmitt and David Rogers, eds., Elgar Publishing. 

Chang, Dae Ryun and Bernd H.Schmitt (2009), Yuhan Kimberly: Keep Korea Green, Columbia Business School Case. 

Chang, Dae Ryun (2008), “LG Prada,” in Coolbranding: The Guru Book. 

Chang, Dae Ryun (2007), “LG Fashion,” in Coolbranding: The Guru Book. 

Chang, Dae Ryun (2007), “AmorePacific,” in Coolbranding: The Guru Book. 

Han, Sangman, Young Won Ha, and Dae Ryun Chang (2007), Marketing Strategy, Pakyoungsa, 2nd edition. (in Korean). 

Chang, Dae Ryun (2006), “Sponsorship Marketing and Professional Football: The Case of Korea,” in Marketing and Football, edited by Michel Desbordes, Elsevier. 

Lee Chol, and Dae Ryun Chang (2006), International Marketing in the Global Era, Hakhyun Press, 2nd edition. (in Korean) 

Han, Sangman, Young Won Ha, and Dae Ryun Chang (2004), Marketing Strategy, Pakyoungsa. (in Korean). 

Chang, Dae Ryun (2002), “The State of Advertising in Korea,” in More Advertising Worldwide, edited by Ingomar Kloss, Springer. 

Chang Dae Ryun and Minhi Hahn (2000), integrated Advertising, Hakhyun Press. (in Korean).

Lee Chol, and Dae Ryun Chang (1998), International Marketing in the Global Era, Hakhyun Press. (in Korean) 

Chang, Dae Ryun (1998), “The Positioning of Internet Advertising visà-vis other Media,” Korean Broadcast Advertising Company. (in Korean) 

Chang, Dae Ryun (1997), 2B Marketing, Il Song Press, Seoul. (in Korean) 

Chang, Dae Ryun (1997), “A Study on Advancing High Technology Venture Companies,” Korean Chamber of Commerce. (in Korean) 

Hahn, Minhi and Dae Ryun Chang (1994), Advertising Management, Hayhyun Press, Seoul. (in Korean)



President, Korean Marketing Association, 2016~2017
University Outstanding Research Award, Book 2017
Publication Industry Promotion Agency of Korea, Sejong Academic 2016 Book Selection for: Noon Nopi, Mastering the Art & Science of Marketing in Asia 
Outstanding Teaching Award, Yonsei School of Business, 2006, 2009, 2015, 2019, 2020
Dean,Graduate School of International Studies, Yonsei University, 2006-2008
Director,Yonsei Management Research Center, 2005-2006, 2011~2013 
Director, Division of International Education, Yonsei University, 1996-2000
Editor-in-Chief, Korean Marketing Review, Korean Marketing Association
Editorial Board Member, Business Horizons, International Journal of Advertising, Journal of Business to Business Marketing, Journal of Marketing Education,  International Journal of Sports Marketing and Sponsorship, Sport, Business and Management: An International Journal.  


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