Soonkwan Hong

Soonkwan Hong

Contact

Expanded CV

  • Associate Professor of Marketing, School of Business and Economics
  • PhD in Marketing, University of Texas-Pan American

Biography

Dr. Soonkwan Hong is originally from Inchon, South Korea and has lived in Vancouver, BC, Canada and more recently in South Texas. He believes that “edu-tainment,” utilizing innovative technologies, is one of the most successful teaching methods. He has published in many academic journals, including the Journal of Marketing Management, Marketing Theory, the Journal of Business Research, and Qualitative Market Research. Dr. Hong is also a member of three academic communities to which he regularly presents his research: Consumer Culture Theory Consortium, American Marketing Association, and Association for Consumer Research. He enjoys almost all sports, especially tennis, golf, and snowboarding.

Research Focus

Dr. Soonkwan Hong’s research focuses on sociocultural and ideological aspects of consumption, which should better facilitate our understanding of a variety of consumption practices, consumers’ lived experiences, and stylization of their lives. More specifically, such research illuminates consumers’ non-dialectical identity works. A multitude of reality-engineering/truth-making is witnessed in the current market system. Thus, Dr. Hong will continue to theorize about the new perspective of the consumer-market dynamics, as polyvalent power relations, to which consumers as “critical” constituents of the system constantly make sociocultural contributions.

Teaching Interests

  • Consumer behavior
  • Global Marketing
  • Branding
  • Marketing ethics & Sustainability

Research Interests

  • The polysemic nature of consumer-market dynamics in association with (pop)culture, technology, and institutions as key drivers of varied manifestations of consumer identity.
  • Consumers as self-emancipating and self-contradicting agents in the market
  • Sustainable lifestyles.
  • Postcolonialism and globalization
  • Alternative food systems and cultures
  • Algorithmic consumer culture