A Cross Cultural Study of Consumer-Based Global Brand Equity in the Restaurant Industry
Sung Ho has been involved in teaching and research based on the extensive 13 year teaching career including being an Associate Professor in South Korea (ROK). He has two PhDs, the second one was in Marketing which was awarded at Oxford Brookes University (United Kingdom) in 2012 and a PhD in Tourism Management at Dong-A University (South Korea) in 2002.
For Sung Ho’s PhD dissertation, he conducted research with a very strong analytical ability, combining both quantitative and qualitative approaches. To test the research model, data is collected from consumers belonging to two different cultures. His study also makes a significant contribution to the measurement of Consumer-Based Global Brand Equity in the restaurant industry and explores the relationship between the antecedents (cultural values) and the consequences (brand reputation and brand loyalty) of Consumer-Based Global Brand Equity. His interests are on the importance of services marketing, brand management, digital marketing, service management (such as management of hotel & restaurant, convention, event and travel agency), consumer behaviour, quantitative and qualitative research methods, etc.
Sung Ho has several papers published and under review for the international ranking journals (e.g. European Journal of Marketing, International Journal of Hospitality Management, Information Technology & Management, Journal of Marketing Communications, etc.). Outside academia, he currently manages his own business as a director, which is education-related, called Oxford Edu Centre Ltd.