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College of Hospitality, Retail and Sport Management


Faculty and Staff

Sang-Eun Byun, Ph.D.

Title: Associate Professor / Retailing
Department: Department of Retailing
College of Hospitality, Retail and Sport Management
E-mail: sbyun@mailbox.sc.edu
Phone: 803-777-3098
Fax: 803-777-4357
Office: Carolina Coliseum, Room 4010F
Resources: Curriculum Vitae
profile

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. She 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 ten years as an assistant/associate professor in Apparel Merchandising. She currently teaches Retailing in Multinational Markets. Previously, she taught Consumer Theory and Research Method at the graduate level and Global Retailing, Global Sourcing, International Buying and Product Development, Promotional Strategies in Retailing, Fashion Forecasting, Visual Merchandising at the undergraduate level. Her recent research interests include (1) consumer psychology and decision making in offline/online retail environments, (2) strategies for customer engagement and experience creation, (3) strategies for CSR communication, and (4) small business and entrepreneurship. She received best paper or outstanding paper awards from several nationally and internationally recognized conferences and refereed journals. She was also honored to receive two prestigious teaching awards at Auburn University and Michigan State University. 

Research Interests

Consumer psychology and decision-making in offline/online retail environments
Strategies for customer engagement/experience creation
Fast fashion and limited availability strategies
Consumer price and value perceptions
Retail industry analysis in the national/international markets
Strategies for CSR communication
Small business and entrepreneurship
Cross-cultural marketing and consumer research

Teaching

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

  • Highly Commanded Paper Award, The Literati Network Awards for Excellence 2016, Emerald Group Publishing Limited. (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


Goodman, A.M., Wang, Y., Kwon, W-S., Byun, S.-E., Katz, J.S. and 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. and 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., and 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., and 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., and 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., and 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., and 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., and 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., and 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., and 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., and 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., and 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., and 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., and 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., and 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., and 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., and Byun, S.-E. (2003). "Study on effective online advertising." Korean Internet Business Research, 4(1), 119-131.

Byun, S.-E., and 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 

Romell, R. (2014, November 28). Materialism? Black Friday shopping may be about the opposite. Milwaukee Wisconsin Journal Sentinel, Available at http://www.jsonline.com/business/materialism-black-friday-shopping-may-be-about-the-opposite-b99399215z1-284183291.html (Journal Sentinel was Pulitzer Prize Winner in 2008, 2010, and 2011)

Khazan, O. (2011, November 23). New research reveals the reasons we shop on Black Friday. The Washington Post, Available at http://www.washingtonpost.com/business/on-small-business/new-research-reveals-the-reasons-we-shop-on-black-friday/2011/11/23/gIQA9lghoN_story.html

Refereed Proceedings and Presentations at Professional Meetings

Rashid, S., and Byun, S.-E. (Accepted for presentation). “Consumers' information processing and attitude toward an ad: The moderating role of a product type.” Abstract to be published in Proceedings of the International Textile and Apparel Association, St. Petersburg, Florida.

Kwon, W.-S., Deshpande, G., Katz, J., and Byun, S.-E. (Accepted for presentation). “What does the brain tell about scarcity bias? Cognitive neuroscience evidence of decision making under scarcity.” Abstract to be published in Proceedings of the International Textile and Apparel Association, St. Petersburg, Florida.

Ginder, W., Kwon, W.-S., and 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. and 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., and 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., and 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., and 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., and 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., and 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., and 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., and 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., and 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., and 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., and 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., and 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. and 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., and 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., and 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., and 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., and 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., and 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., and 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., and 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., and 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., and 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., and 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., and 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., and 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., and 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., and 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., and 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., and 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., 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., and 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., and 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., and Byun, S.-E. (2008-2009). The Daniel F. Breeden Endowed Grant Program. The Biggio Center for the Enhancement of Teaching and 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 and divisional merchandise managers of Dillard’s and Belk stores.

Professional Affiliations

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