Jooyoung Kim, assistant professor of advertising in the Grady College of Journalism and Mass Communication, was first author of a research paper that was recently named 2006 Best Conference Paper by the American Academy of Advertising. The annual AAA conference is the premiere academic conference for advertising scholars in the U.S.
Kim’s paper, “The Six-Construct Model of True Brand Loyalty,” examined why consumers like and buy a specific brand consistently over time and what is behind that behavior.
