Kacy Kim is an Associate Professor of Marketing at Bryant University. Previously she was an assistant professor at Elon University, a visiting scholar at Harvard University, Virginia Tech University, and McCann New York. She has focused on the fields of marketing and social science research, including economics and psychology. She has Big Data analytical expertise and has developed social media predictive models to assess the effectiveness of marketing for business. Her recent research interest includes marketing analytics, consumer behavior, and marketing communication on digital platforms.
Ph D, The University of Texas at Austin
MA, The University of Texas at Austin
MA, Sungkyunkwan University
BA, Chung-Ang University
Kim, W.,Ryoo, Y.,Yoon, S.,Kim, K., Ethical Dissonance in Environmental Advertising: Moderating Effects of Self-Benefit versus Other-Benefit Appeals, International Journal of Advertising.
Rossi, P.,Pantoja, F.,Yoon, S.,Kim, K., The Mind of the Beholder: Congruence Effects in Luxury Product Placements, International Journal of Advertising.
Kim, K.,Yoon, S.,Zdravkovic, S., When does consumer care about dollars and cents? The impact of nation’s equity, price, and product transparency', Academy of International Business NE 2022 Conference Proceedings, 2022.
Yoon, S.,Bang, H.,Choi, D.,Kim, K., Slow versus fast: how speed-induced construal affects perceptions of advertising messages, International Journal of Advertising, 2021.
Yoon, S.,Kim, K.,Beltis, A.,Logan, J.,Subramanian, G., Red Sox versus Yankees: Sports Team Rivalry, Sports Symbols, and Distance Performance, Journal of Global Sport Management, 2020.
Garber, L. L.,Kim, K.,Dotson, M. J., The IMC Mixes that Trucking Managers Use, Journal of Business and Industrial Marketing, 2020.
Yoon, S.,Lalwoni, A. K.,Vargas, P. T.,Kim, K.,Taylor, C. R., Culture and Health Persuasion: Differences between Koreans and Americans, Journal of Current Issues & Research in Advertising, 2020.
Choi, Y.,Yoon, S.,Kim, K.,Kim, Y., Text versus Picture in Advertising: Effects of Psychological Distance and Product Type, International Journal of Advertising, 2019.
Venmahavong, T.,Yoon, S.,Kim, K.,Yoo, C., Five Seconds to the Ad: How Program-Induced Mood Affects Ad Countdown Effects, Journal of Advertising , 2019.
Kim, K.,Gravier, M.,Yoon, S.,Oh, S., Active Bidders versus Smart Bidders: Do Participation Intensity and Shopping Goals Affect the Winner’s Joy in Online Bidding?, European Journal of Marketing, 2019.
Kim, K.,Kim, S.,Corner, G.,Yoon, S., Dollar-Off or Percent-Off? Discount Framing, Construal Levels, and Advertising Appeals, Journal of Promotion Management, 2019.
Kim, K.,Park, C.,Yoon, S.,Choi , Y.,Oh, S.,Lee, J., Branded entertainment: Gender differences in reactions to star ratings, Journal of Consumer Behaviour, 2019.
Kim, K.,Yoon, S.,Choi, Y., The Effects of eWOM Volume and Valence on Product Sales — An empirical Examination of the Movie Industry, International Journal of Advertising, 2019.
Lee, Y.,Yoon, S.,Chun, S.,Park, C.,Kim, K., How Liberals and Conservatives Respond to Feasibility and Desirability Appeals in Anti-Tobacco Campaigns, Asian Journal of Communication, 2019.
Kim, K.,Williams, J. D.,Wilcox, G. B., ‘Kid tested, mother approved’: the relationship between advertising expenditures and ‘most-loved’ brands, International Journal of Advertising, 2016.
Kim, K., Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing., Springer International Publishing , 2016.
Kim, K.,Williams, J.,Wilcox, G. B., Kid Tested, Mother Approved: The Relationship between Advertising Expenditures and “Most-Loved” Brands, Routledge, 2016.
Yoon, S.,Oh, S.,Song, S.,Kim, K.,Kim, Y., Higher quality or lower price? How value-increasing promotions affect retailer reputation via perceived value, Journal of Business Research, 2014.
Yoo, J.,Swan, W. B.,Kim, K., The Influence of Identity Fusion on Patriotic Consumption a Cross-Cultural Comparison of Korea and the U.S., The Korean Journal of Advertising, 2014.
Um, N.,Kim, K.,Kwon, E.,Wilcox, D., Symbols or Icons in Gay-Themed Ads: How to Target a Gay Audience, Journal of Marketing Communications , 2013.
Wilcox, G. B.,Kim, K., Multivariate Time Series Use for the Measurement of Social Media Effects, Marketing Management Journal, 2012.
Wilcox, G. B.,Kim, K.,Schulz, H. M., Liquor Advertising and Consumption in the United States: 1971-2008, International Journal of Advertising, 2012.
Wilcox, G. B.,Williams, J.,Kamal, S.,Kim, K., The Role of Advertising on Attitudes and Consumption of Food and Beverage Products, Springer, 2012.
Best Reviewer Award, 2021
Merit Award, 2020
KAS-HS Ad Global Research Award, 2019
Outstanding IB Research Award , 2019
Rising Scholar Award, 2015
Best Conference Paper Award, 2014
ESCP Europe Best paper Award, 2014
Jesse Jones Fellowship Award, 2013
University Continuing Fellowship Award, 2012
Research Grant with Williams, J and Wilcox, G., 2011
University Continuing Fellowship Award, 2011
Brain Korea 21 Scholarship, 2001
Marketing Analytics, Visual Analytics, Digital Marketing Analytics, Marketing Research
Marketing Analytics with Big Data, Digital Marketing, Consumer Behavior, Marketing Communications
Academy of Marketing Science
American Marketing Association
American Academy of Advertising
Association of Consumer Research