Joo-Ho Kim is a director at the Marketing Research & Consulting Division at SK Corp., Seoul, Korea. His main research interests are in the area of brand equity and internet marketing. Prior to joining SK Corp., he was a research director at Diamond Ad Ltd. He has a Ph.D. in consumer marketing from Cornell University in Ithaca, New York. He joined the faculty of King Sejong University in 1999 and has taught there since.