Staff Photo

Jung Kook (JK) Lee, Ph.D.

Associate Professor, Marketing
Division of Business
CC Room 134

PHONE: 812.348.7254


  • Master's degree, Purdue University
  • Ph. D. degree, Purdue University

Professional Activities

  • Academy of Marketing Science
  • American Marketing Association
  • American Collegiate Retailing Association

Courses Taught

  • BUS M 301 Introduction to Marketing Management
  • BUS M 450 Marketing Strategy
  • BUCO M 501 Strategic Marketing Management

Research Activities

My scholarly interests range widely, from E-commerce and M-commerce to branding and tourism marketing. Those research approaches are well-balanced in that they cover qualitative and quantitative methods as well as consumer educators, marketers, and academic researchers. I am currently conducting surveys about consumers’ attitudes toward E-transaction and online privacy.

Awards & Activities

“Improving the Privacy and Security of Online Survey Data Collection,” National Science Foundation (NSF: Cyber Trust Division) grant project (2007).

“Design and Use of Digital Identities,” National Science Foundation (NSF: Information Technology Research Division) grant project (2006).


Lee, J. K., & Morrison, A. M., & Jang, S. C. (2008) Brand extension in upscale hotels. Journal of Business and Retail Management Research.

Lee, J.K. (2008). Shopping Tourism; Theory and Context. The Journal of Business and Retail Management Research.

Byun, S., Ruffini, C., Mills, J. Douglas, A., Niang, M., Stepchenkova, S., Lee, S., Loutfi, J., Lee, J.K., Atallah, M., & Blanton, M. (2008) Internet Addiction: Metasynthesis of 1996-2006 Quantitative Research. Cyber Psychology & Behavior

Douglas, A., Mills, J. Niang, M., Stepchenkova, S., Byun, S., Ruffini, C., Lee, S., Loutfi, J., Lee, J.K., Atallah, M., & Blanton, M. (2008). Internet addiction: Meta-synthesis of qualitative research for the decade 1996–2006. Computers in Human Behavior

Douglas, A. C., Mills, J. E.,& Lee, J. K. (2007) Logging brand personality online: Website content analysis of middle Eastern and north African destinations. International Journal of Tourism Research.

Mills, J. E., Lee, J. K., & Douglas, A. C. (2006). Exploring perceptions of U.S. state tourism organizations Web advertising effectiveness. Asia Pacific Journal of Tourism Research

Lee, J. K., Morrison, A. M., Mills, J. E. & Kline, S. (2005). Upscale Hotels in South Korea and the US: A Comparative study of Website Performance. Tourism Review International.

Morrison, A.M., Kang, S. Y., Lee, J.K., & Taylor, S. (2005). Small is Beautiful? A Heuristic Evaluation of Small Hotel Web Sites in the U.K. and U. S. Information Technology & Tourism