Dr. Chung is a dedicated academic who values academic integrity, and strives to ensure that his students are able to translate knowledge gained from the classroom into the workplace. Dr. Chung is a double doctoral degrees holder: PhD in Marketing (University of Otago, New Zealand) and Doctor of Business Administration (Southern Cross University, Australia). He has published in a number of ranked journals, among them Behavior & Information Technology (A ranked ADBC, impact factor=0.87), Young Consumers (B ranked ADBC), The International Review of Retail, Distribution and Consumer Research (B ranked ADBC) and Journal of Global Scholars of Marketing Science (Top tier, Korean Citation Index 2005-2010). Prior to joining academia, Dr. Chung worked internationally in the field of marketing communications, media planning and information technology. Currently, he is a board member of the Chinese American Scholar Association and has served as reviewer in international journals and track chairperson in international conferences.

Consumer decision-making (including modeling of choice), Branding, Mobile commerce, E-learning