Jooyoung Kim is an assistant professor of Advertising in the Greenlee School of Journalism and Communication at the Iowa State University. His Ph.D. in Mass Communication is from the University of Florida and M.A. in Integrated Marketing Communications is from the University of Colorado at Boulder. Dr. Kim’s research areas include brand extension, brand loyalty, and consumer affect. His research articles have appeared in Journal of Advertising Research, Journal of Product and Brand Management, Journal of Targeting, Measurement, and Analysis for Marketing, and others. kimjy@iastate.edu