Seongun Jeon

Dr. Seongun Jeon, who prefers to be addressed as 'Jeon,' is an Assistant Professor of Marketing at Xi’an Jiaotong-Liverpool University (XJTLU). Prior to joining XJTLU, Jeon served as a Lecturer (equivalent to Assistant Professor) of Marketing at the University of Bristol Business School from 2023 to 2025. He remains affiliated with the school as an Honorary Research Fellow, continuing research collaboration and PhD supervision.

He holds a PhD in Marketing from Vrije Universiteit Amsterdam, a Research Master’s in Marketing from Tilburg University, a Master’s in Marketing from Seoul National University, and a Bachelor’s degree in Business Administration (summa cum laude) from Hanyang University.

Jeon’s research centers on consumer behavior, with a focus on how individuals respond to brand strategies and marketing communication. He uses quantitative methods, particularly behavioral experiments, to produce insights that are both theoretically interesting and managerially relevant. His current projects cover topics such as product imitation, brand self-disclosure, and how digital behaviors influence decision-making in retail contexts. His work has been presented at world-leading conferences such as the Association for Consumer Research Annual Conference and published in peer-reviewed international journals, including the International Journal of Hospitality Management. Please refer to his ORCID page for more details.

Jeon is committed to delivering high-quality, research-informed teaching in the field of marketing. He has taught at both undergraduate and postgraduate levels, incorporating interactive methods and real-world applications. In recognition of his professional practice in higher education, Jeon was awarded the status of Fellow of the Higher Education Academy (FHEA) by Advance HE in the UK.