Hakil Moon

A photo of Hakil Moon

Associate Professor of Marketing and Supply Chain Management


214 Hill


[email protected]


  • Ph.D. Washington State University

Professional Summary

Dr. Moon's articles are published in such journals as the Journal of Product Innovation Management, Industrial Marketing Management, Journal of Business Research, International Journal of Advertising, International Journal of Innovation and Technology Management and have been presented at numerous professional marketing associations. Dr. Moon also has 8 years of industrial experiences with LG Electronics and Korea Economy and Management Development Institute. Dr. Moon teaches undergraduate courses in marketing strategy, principles of marketing, B2B marketing, contemporary selling, and marketing & product innovation.

Courses Taught

  • MKTG261 Contemporary Selling
  • MKTG 360 Principles of Marketing
  • MKTG 368 Marketing Strategy
  • MKTG 374 Business to Business Marketing
  • MKTG 473 Marketing & Product Innovation
  • SCM380 Supply Chain Management

Research Interests & Projects

Innovation, New Product Design, Interfirm Relationship, Firm Capability, Brand Management

Selected Publications

Hakil Moon, Anthony Di Benedetto, and Sang Kyun Kim (2022). The Effect of Network Tie Position on a Firm’s Innovation Performance. Journal of Business Research, 144, 821-829.

Kyung Hoon Kim and Hakil Moon* (2021). Innovative digital marketing management in B2B markets. Industrial Marketing Management, 95, 1-4. *: Corresponding author

Chun Lin Yuan, Hakil Moon*, Shuman Wang, Xiaolei Yu, and Kyung Hoon Kim (2021). Study on the Influencing of B2B Parasocial Relationship on Repeat Purchase Intention in the Online Purchasing Environment:An Empirical Study of B2B Purchasing Platform. Industrial Marketing Management, 92, 101-110. *: Corresponding author

Chun Lin Yuan, Shuman Wang, Xiaolei Yu, Kyung Hoon Kim, and Hakil Moon (2021). The Influence of Flow Experience in the Augmented Reality Context on Psychological Ownership. International Journal of Advertising, 1-22.

Hao Zhang, Xiaoning Liang, and Hakil Moon (2020). The Potential of "Cewebrities" to drive New Product Development for Fashion Brands: Scale Development and an Empirical Study. Journal of Business Research, 120, 321-329.

Chun Lin Yuan, Hakil Moon*, Kyung Hoon Kim, Shuman Wang, and Xiaolei Yu (2020). Third-Party Organization Endorsement Impacts on Perceived Value and B2B Customer Loyalty. Industrial Marketing Management, 90, 221-230. *: Corresponding author

Chun Lin Yuan, Hakil Moon*, Kyung Hoon Kim, and Shuman Wang (2019). The Influence of Parasocial Relationship in Fashion Web on Customer Equity. Journal of Business Research. https:// doi.org/10.1016/j.jbusres.2019.08.039. *: Corresponding author

Hakil Moon, Babu John Mariadoss, and Jean L. Johnson (2019). Collaboration with higher education institutions for successful firm innovation. Journal of Business Research, 99, 534-541.

Hakil Moon, Jean L. Johnson, Babu John Mariadoss, and John B. Cullen (2018). Supplier and Customer Involvement in New Product Development Stages: Implications for New Product Outcomes. International Journal of Innovation and Technology Management, 15 (01), 1850004.

Selected as one of the featured articles.

Hakil Moon and David E. Sprott (2016). Ingredient Branding for a Luxury Brand: The Role of Brand and Product Fit. Journal of Business Research, 69, 5768-5774.

Hakil Moon, Jeongdoo Park, and Sangkyun Kim (2015). The Importance of an Innovative Product Design on Customer Behavior: Development and Validation of a Scale. Journal of Product Innovation Management, 32(2), 224-232.

Hakil Moon, Douglas R. Miller, and Sung Hyun Kim (2013). Product Design Innovation and Customer Value: Cross-Cultural Research in USA and Korea. Journal of Product Innovation Management, 30(1), 31-43.

Charles R. Taylor, Kyung Hoon Kim, Eunju Ko, Myung Hwan Park, Dong Ryul Kim, and Hakil Moon (2008). Does having a market orientation lead to higher levels of relationship commitment and business performance? Evidence from the Korean robotics industry. Industrial Marketing Management, 37(7), 825-832.