Faculty/Staff

Brianna JeeWon Paulich

JeeWon Choi

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

Brianna 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 communication, entertainment science, and new venture success. Paulich鈥檚 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 the Journal of Business Research. She also reviews for various marketing journals. 

Paulich teaches at both the undergraduate and master鈥檚 levels. For her asynchronous Marketing Research course, she was awarded as a finalist for the Innovation in Online Design and Teaching Award from the 色色研究所

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

  • Brianna JeeWon Paulich, Anita Pansari, and V. Kumar (2026), 鈥淲here Did You Receive the Free Sample? Sustained Impact of New Product Sample Distribution on Customer Purchase Journey鈥, Journal of the Academy of Marketing Science, forth coming.

  • Brianna JeeWon Paulich, Yichen Chang, and Denish Shah (2026) 鈥淢anaging Conversions of Anonymous Online Users: A Privacy-compliant Framework鈥, Journal of Business Research, 222, forthcoming.

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

  • Brianna JeeWon Paulich, and V. Kumar, 鈥淩elating of Entertainment Features in Screenplays to Movie Performance: An Empirical Investigation鈥 (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