Kyung-Ah Byun

Kyung-Ah Byun is an Associate Professor of Marketing at the University of Texas at Tyler's College of Business, Department of Management and Marketing. She holds a Ph.D. in Marketing from Texas Tech University (2014), an M.A. in International Relations from the University of Chicago (2004), an M.B.A. from KyungHee University (2003), and a B.A. in International Trade from KyungHee University (1998).

Her research focuses on consumer behavior in crisis scenarios, product recalls' strategic implications, design-driven marketing, sustainability management, and cross-cultural microlending. Key themes include how aesthetic design influences crisis responses, the role of cognitive complexity in recall likelihood, and the interplay between brand loyalty and post-recall behavior.

Her recent work examines behavioral coping strategies for organic product constraints, CEO narcissism effects on recalls, and the impact of design communication on consumer attitudes. She has explored microlending dynamics and cultural differences in prosocial lending contexts, as well as educational risks during the pandemic.

Her articles analyze topics ranging from ski resort segmentation strategies to the preservation of brand loyalty after product failures. Notable areas of contribution include innovative visual design's psychological impact, holistic thinking styles in design evaluation, and the role of top management in sustainability initiatives.