Dr. Seongun 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.

In recognition of his emerging contributions to the field, Jeon was selected as a Fellow for the prestigious 2026 AMA-Sheth Foundation Early Career Consortium.

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.

His research investigates consumer behavior, with a focus on how individuals respond to brand strategies and marketing communications. Utilizing quantitative methods, primarily behavioral experiments, Jeon aims to generate insights that are academically rigorous and managerially relevant.

Topics include 1) unethical (e.g., product imitation) and ethical (e.g., CSR) business practices, 2) effective marketing communication, and 3) consumer groups (e.g., fans, social media users).

His work has been accepted for presentation at leading academic conferences, including the Association for Consumer Research (ACR), the American Marketing Association (AMA), and the Society for Consumer Psychology (SCP).

His research pipeline aims for high-impact outcomes, including manuscripts currently under Revise and Resubmit (R&R) at an ABS 4-ranked marketing journal.

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.

AMA-Sheth Foundation Early Career Consortium Fellow – Selected as a participant for the prestigious consortium recognizing promising early-career scholars in the field of marketing.

Fellow of the Higher Education Academy (FHEA) – International recognition of professional practice and excellence in higher education teaching (UK).

Best Presentation Award – Received at the Northern European Consumer Research Symposium (NECRS), recognizing excellence in research communication and impact.