Faculty/Staff

Brianna JeeWon Paulich

JeeWon Choi

Assistant Professor
paulich@usf.edu
Room: BSN 3230
Phone: (813) 974-6236
Vita

Brianna JeeWon Paulich is an assistant professor of marketing at the School of Marketing and Innovation.

Her research primarily focuses on marketing strategy. She is interested in using empirical methods to solve marketing problems and eventually provide actionable guidance to managers.

Her substantive research interests include managing customer experience to facilitate customer engagement, digital marketing, entertainment science, and new venture success. Paulich’s research has appeared in the Journal of Marketing Research, the Journal of the Academy of Marketing Science, and the International Journal of Research in Marketing. 

She is on the editorial review board of the Journal of the Academy of Marketing Science and reviews for various marketing journals. 

Paulich earned a PhD in marketing from Georgia State University and received her bachelor's degree in marketing, finance, and operations management from the University of Pennsylvania.

TEACHING

  • MAR 3613 - Marketing Research
  • MAR 6646 - Research for Marketing Managers

RESEARCH

  • Andrew Petersen, Brianna JeeWon Paulich, Farnoosh Khodakarami, Stravroula Spyropoulou, V. Kumar (2022), “Customer-based Execution Strategies in a Digitalized Global Context,” International Journal of Research in Marketing, 39 (2), 566-582.

  • Brianna JeeWon Paulich, and V. Kumar, “Relating of Entertainment Features in Screenplays to Movie Performance: An Empirical Investigation” (2021), Journal of the Academy of Marketing Science, 49 (6), 1222-1242.

  • Denish Shah, V. Kumar, Kihyun Hannah Kim, and JeeWon Brianna Choi(*) (2017), "Linking Customer Behaviors to Cash Flow Level and Volatility: Implications for Marketing Practices," Journal of Marketing Research, 54 (1), 27-43.

  • V. Kumar, JeeWon Brianna Choi(*), and Mallik Greene (2017), "Synergistic Effects of Social Media and Traditional Marketing on Brand Sales: Capturing the Time-Varying Effects," Journal of the Academy of Marketing Science, 45 (2), 268-88.

(*Name changed from JeeWon Brianna Choi to Brianna JeeWon Paulich in 2020)

SERVICE 

  • Editorial Review Board, Journal of Academy of Marketing Science.

  • Reviewer, Journal of Marketing, Journal of Service Research, and Journal of Business Research