Dr Jae-Eun Kim staff profile picture

Contact details +64 (09) 414 0800  ext. 43093

Dr Jae-Eun Kim

Senior Lecturer in Retailing

School of Communication, Journalism and Marketing

Jae-Eun Kim is a senior lecturer in Retail Management at the School of Communication, Journalism, and Marketing. She completed a PhD at the University of Minnesota. Her research interests lie in the areas of consumer behaviours related to design and fashion retailing, consumer morality in consumption, and cross-cultural consumer behaviours. With the emphasis of these research interests, she utilizes both quantitative (mainly experiment and survey) and qualitative methods in conducting research. 

Her research is published in leading academic journals for retailing and marketing disciplines, such as  European Journal of Marketing, Marketing Letters, Journal of Business Ethics, Journal of Business Research, Journal of Travel Research, Journal of Retailing and Consumer Services, International Journal of Retail and Distribution Management, and Clothing and Textile Research Journal, and has been presented at the Association for Consumer Research, International Textile and Apparel Association, Society for Consumer Psychology, Australian New Zealand Marketing Academy Conference, and Global Marketing conferences.

She won the AUT Business Faculty Award for Emerging Researcher and was nominated for the Vice Chancellor's Academic Excellence for Research Awards in 2014. She was also the recipient of Excellence in Teaching Award from AUT Business and Law Faculty in 2013. She received consumer behavior Best Paper Award from the International Textile and Apparel Association in 2007. Prior to joining Massey Business School in 2015, she was a senior lecturer in Retailing and Marketing at Auckland University of Technology and also taught various retailing courses at the University of Minnesota.

More about me...View less...


Contact details

  • Location: QB3.29A, Quadrangle Building A
    Campus: Albany


  • PhD in Retail Merchandising (Minor in Psychology) - University of Minnesota (2009)
  • MBA in Marketing - Korea University (2000)
  • BA in Psychology - Ewha Woman's University (1998)

Research Expertise

Research Interests

I have a specific goal for bridging the gaps between marketing/retail-related disciplines. My research interests lie in the areas of consumer behaviour and consumer morality in consumption. In my research concerning consumer behaviours, I aim to investigate how various design and visual elements in the retail, fashion, and advertising context may affect consumers’ judgment and evaluation regarding stores, products, and brands. My research concerning consumer morality in consumption builds on my PhD research from the University of Minnesota. In my research, I apply approaches from moral psychology to consumer behaviour to investigate why consumers engage in unethical consumption (such as purchasing counterfeits) or ethical consumption (such as socially responsible purchasing).


21st Century Citizenship, Design – for Commerce, Community and Culture

Area of Expertise

Field of research codes
Built Environment And Design (120000):
Commerce, Management, Tourism And Services (150000): Consumer-Oriented Product or Service Development (150501):
Design Practice and Management (120300):
Marketing (150500): Marketing Communications (150502): Marketing Management (incl. Strategy and Customer Relations) (150503):
Textile and Fashion Design (120306): Visual Communication Design (incl. Graphic Design) (120307)

Research Projects

Summary of Research Projects

Position Current Completed
Project Leader 1 0

Supervision and Teaching


Undergraduate level courses

  • Retailing Management
  • Visual Merchandising and Store Design
  • Store Management
  • Retail Advertising and Promotion
  • Shopper Environment and Behaviour
  • Multichannel Retailing
  • Integrated Marketing Communication
  • Fundamentals of Advertising

Postgraduate level courses

  • Fashion Retailing and Shopper Behaviour
  • Contemporary Issues in Retailing
  • Consumer Behaviour

Current Doctoral Supervision

Co-supervisor of:

  • Kousar Sadeghzadeh Fesaghandis - Doctor of Philosophy
    Down the Rabbit-Hole: The Experience of Fantasy Servicescapes and Consumers’ Affective and Behavioural Responses

Massey Contact Centre Mon - Fri 8:30am to 5:00pm 0800 MASSEY (+64 6 350 5701) TXT 5222 contact@massey.ac.nz Web chat Staff Alumni News Māori @ Massey