Sangbong Lee

Sangbong received his bachelor’s degree in political science and diplomacy from Yonsei University, Seoul, South Korea, and his master’s degree in business administration from Sogang University, Seoul, South Korea. He earned his doctoral degree in International Business and Marketing from Saint Louis University. He brings over nine years of industry experience, having worked in the Advertising Division and the Finance and Accounting Division at Chosun Daily Newspaper in Seoul, South Korea.

He is teaching International Business and various marketing-related courses, including Marketing, Advertising, Consumer Behavior, Marketing Research, and Digital Marketing. His research focuses on internal branding, brand citizenship behavior, digital marketing, and cultural influences.

Publications

Suh, T., & Lee, S. B., (2023) “Configuring managerial factors to enhance omnichannel experience and customer engagement behaviors for a solid loyalty loop.” Electronic Commerce Research. 23, pp. 591–1619

Lee, S. B., Liu, S., Maertz, C., Singh, N, & Fisher, J., (2023) “Mechanism for employees’ brand citizenship behavior (BCB) and negative word-of-mouth (NWOM): the divergent moderating effects of horizontal collectivism.” Journal of Product & Brand Management. 32(7), pp. 1123-1138

Lee, S. B & Suh, T., (2023) “Internal audience watches the boss walking the talk: The mechanism of management’s mission alignment for employee’s work engagement for internal branding.” Journal of Product & Brand Management. 32(3), pp. 472-487

Lee, S. B., Liu, S., & Maertz, C., (2022) “The relative impact of employees’ discrete emotions on employees’ negative-word-of-mouth and counterproductive workplace behavior.” Journal of Product & Brand Management. 31(7), pp. 1018-1032

Lee, S. B., Liu, S., & Kim, S. H., (2022) “Beyond the 2-dimensional approach of individualism-collectivism: The 4-dimensional approach of individualism-collectivism on organizational citizenship behavior” Vision: The Journal of Business Perspective. 26 (2), pp. 232-242

Lee, S. B., & Suh, T., (2020), “Internal audience strikes back from the outside: Emotionally exhausted employees’ negative word-of-mouth as active deviance to internal branding,” Journal of Product & Brand Management 29(7), pp. 863-876

Benmamoun, M. Singh, N. Lehnert, K. & Lee, S. B. (2019), "Internationalization of e-commerce corporations (ECCs)," Multinational Business Review, 27(4), pp. 317-338.

Chakrabarty, B., Lee, S. B., & Singh, N. (2017). "Doing Good while Making Money: Individual Investor Participation in Socially Responsible Corporations," Management Decision, 55(8). pp. 1645-1659.

Professional Certificate

American Marketing Association (AMA) Professional Certified Marketer in Digital Marketing (2022)

Digital Marketing Institute (DMI) Certified Digital Marketing Professional (2022)

Digital Marketing Institute (DMI) Certified Digital Marketing Specialist – Social Media Marketing (2022)