Dr SunAh Kim

  • PhD Marketing, Purdue University
  • MS Statistics, University of Iowa
  • BBA Business Administration, Korea University
Business School
School of Marketing

Dr. SunAh Kim is a Lecturer in the School of Marketing at The University of New South Wales. Prior to joining UNSW Sydney, SunAh worked for Concordia University in Canada as an Assistant professor. She earned her Ph.D. in Marketing at the Krannert School of Management, Purdue University in the US. SunAh holds an MS degree in Statistics from the University of Iowa and a BBA degree from Korea University. 

SunAh's research focuses on a public-policy perspective on marketing and offers the regulatory implications of marketing actions in the contexts of nutrition information disclosure and small businesses in the emerging economy. In another stream, she focuses on digital and technology marketing on consumer search and choice in online retailing and service contexts and offers managerial insights. She uses econometrics and causal modeling but also uses lab and field experiments to find the mechanism of the research findings. Her research has been published in the Journal of Marketing, Journal of the Academy of Marketing Science, and European Journal of Marketing

+61 2 9348 0130
  • Journal articles | 2023
    Kim TW; Lee H; Kim MY; Kim SA; Duhachek A, 2023, 'AI increases unethical consumer behavior due to reduced anticipatory guilt', Journal of the Academy of Marketing Science, 51, pp. 785 - 801, http://dx.doi.org/10.1007/s11747-021-00832-9
    Journal articles | 2023
    Kwon O; Singh T; Kim SA, 2023, 'The competing roles of variety seeking in new brand adoption', Journal of Retailing and Consumer Services, 72, pp. 103283 - 103283, http://dx.doi.org/10.1016/j.jretconser.2023.103283
    Journal articles | 2023
    2023, 'Prices and Reviews as Information Cues in E-Commerce Recommender Systems', SSRN Electronic Journal, http://dx.doi.org/10.2139/ssrn.4418568
    Journal articles | 2022
    Kim TW; Duhachek A; Herd K; Kim SA, 2022, 'Toward a goal-based paradigm of contagion', European Journal of Marketing, 56, pp. 2105 - 2137, http://dx.doi.org/10.1108/EJM-03-2021-0148
    Journal articles | 2022
    Kim Y; Kim SA; Arora N, 2022, 'GMO Labeling Policy and Consumer Choice', Journal of Marketing, 86, pp. 21 - 39, http://dx.doi.org/10.1177/00222429211064901
    Journal articles | 2022
    Li J; Kim SA, 2022, 'Manufacturer returns: An empirical study', Journal of Inter-Organizational Relationships, 28, pp. 50 - 63, http://dx.doi.org/10.1080/26943980.2022.2086660

  • Principal Investigator, Jun. 2019 - May 2022, Insight Development Grant, Social Sciences and Humanities Research Council of Canada (CAD $54,258)
  • Collaborator, June 2018 - May 2020, Insight Development Grant (with Dr. Ohjin Kwon), Social Sciences and Humanities Research Council of Canada (CAD $43,376)