Myung-Soo Jo

Associate Professor, Marketing
Myung-Soo Jo
Contact Information
Email address: [at]
Alternate email address: 
darlene.fowler [at]

Bronfman Building [Map]
1001 rue Sherbrooke Ouest
Montreal, Quebec
H3A 1G5


PhD, Marketing, University of Colorado, Boulder, USA
MSc, Strategic Management, University of Illinois, Urbana-Champaign, USA
MBA, Marketing and International Business, University of Michigan, Ann Arbor, USA
BCom, Hankuk University of Foreign Studies, South Korea


Professor Jo teaches Management in Global Context and Marketing Research. His research interests include international marketing and cross-cultural consumer behaviors, particularly comparisons between Western and Eastern countries including China, Japan, and Korea.


BUSA 356 Management in Global Context 3 Credits
    Offered in the:
  • Fall
  • Winter
  • Summer

MRKT 451 Marketing Research 3 Credits
    Offered in the:
  • Fall
  • Winter
  • Summer

Tenured & Tenure Track
Research areas: 
Cross-cultural Consumer Behaviors
International Marketing
Selected publications: 

Papers in Peer-Reviewed Journals

Jo, Myung-Soo and Chang Soo Kim (2013), “Can Experiences with a Country's Foods Improve Images of that Country?” Journal of Global Marketing, forthcoming.

Kim, Chang Soo and Myung-Soo Jo (2013),“Differences in Reactions to Sales Promotions Superior or Inferior to Your Product?” Asia Marketing Journal, vol. 15, No.2, July, 99-116.

Jo, Myung-Soo (2007), " Should A Quality Sub-brand Be Located Before or After the Parent Brand -- An Application of Composite Concept Theory," Journal of the Academy of Marketing Science, vol. 35, No. 2, 184-196.

Jo, Myung-Soo and Emine Sariogllu (2007), “Cross-Cultural Differences of Price-Perceived Quality Relationships,” Journal of International Consumer Marketing, vol. 19, No.4, 59-74.

Jo, Myung-Soo (2005), “Why Country-of-origin Effects Vary in Consumers’ Quality Evaluation: A Theoretical Explanation and Implications for Country-of-origin Management,” Journal of Global Marketing, 19(1), 5-25.

Jo, Myung-Soo, Kent Nakamto, and James E. Nelson (2003), "The Shielding Effects of Brand Image Against Lower Quality Countries-of-origin in Global Manufacturing," Journal of Business Research, 56, 637-646.

Jo, Myung-Soo (2000), "Controlling Social Desirability Bias Via Method Factors of Direct and Indirect Questioning in Structural Equation Models," Psychology and Marketing, 17:2, 137-148.

Jo, Myung-Soo (1998), "Contingency and Contextual Issues of Ethnocentrism-Pitched Advertisements: A Cross-National Comparison," International Marketing Review, 15:6, 447-457.          

Jo, Myung-Soo, James E. Nelson, and Pamela Kiecker (1997), "A Model for Controlling Social Desirability Bias by Direct and Indirect Questioning," Marketing Letters, 8:4 (October), 429-437.

Books and Edited Volumes


Chapters in Books


Awards, honours, and fellowships: 






2008-2010: Korea Foundation: “Cultural Impacts on ‘Made in Korea’ Images,” Advanced Research Grant, Korea Foundation, Seoul, Korea

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