Euejung Hwang

I joined the University of Edinburgh Business School as a Lecturer in Marketing in August 2022. Before joining Edinburgh, I was a Lecturer in Marketing at the University of Otago, New Zealand (2018 to 2022) and a Lecturer in Marketing at Auckland University of Technology, New Zealand (2017 to 2018).

I received my PhD in Marketing from Auckland University of Technology in 2017. My doctoral research examined meaning transfer in co-branding contexts, focusing specifically on the role of sensory signatures. This work was recognised with the 2018 ANZMAC–Layton Dissertation Award and the 2017 KSMS Doctoral Dissertation Competition Excellence Award.

I currently teach Marketing Research & Data Insights for MSc Marketing students and co-organise and teach Business Research Methods 2 for undergraduate students. These are two core methods training courses offered by the Business School.

My research sits at the intersection of sensory marketing, food choice and consumption, and consumer aesthetics. I am particularly interested in how subtle aspects of the consumption environment, such as the sensory design of food, retail, and digital environments, shape consumer perceptions of products, brands, and consumption experiences. Methodologically, my work primarily uses experimental approaches to understand the processes underlying consumer judgement, decision-making, and product evaluation. My research has been recognised with the Best Paper in Services, Retailing and Customer Experience Track at the 2023 ANZMAC Conference, as well as several research grants.