Jee Won (Brianna) Paulich

JeeWon Choi

Assistant Professor
Room: BSN 3230
Phone: (813) 974-6236

Jee Won (Brianna) Paulich is an assistant professor in the School of Marketing and Innovation. The focus of her research has been in the area of marketing strategy and she is interested in using empirical methods to solve marketing problems and eventually provide actionable guidance to managers. Her substantive research interests lie in the areas of managing customer experience to facilitate customer engagement and understanding marketing effectiveness.

Her research has appeared in the Journal of Marketing Research, the Journal of Academy of Marketing Science, and the Marketing Science Institute Working Paper Series. She has a considerable amount of teaching experience, including undergraduate and master's level courses.

Paulich earned a PhD in marketing from the Georgia State University's Robinson College of Business and a bachelor's degree from the University of Pennsylvania's Wharton School. 


  • MAR 3613 - Marketing Research
  • MAR 6646 - Research for Marketing Managers


(*Name changed from JeeWon Brianna Choi to Brianna JeeWon Paulich in 2020)

  • Brianna JeeWon Paulich, and V. Kumar, “Relating of Entertainment Features in Screenplays to Movie Performance: An Empirical Investigation”, Journal of the Academy of Marketing Science, forthcoming.

    Winner for AMS Mary Kay Inc. Doctoral Dissertation Proposal Competition (2017)

  • 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.

    Finalist, JAMS Sheth Foundation Best Paper Award (2017)

  • V. Kumar, Nita Umashankar, and JeeWon Brianna Choi* (2014), “CRM Metrics and Strategies to Enhance Performance in Service Industries”, Handbook of Service Marketing Research, eds. Roland Rust, Edward Elgar Publishing Ltd.: Cheltenham, UK.


  • Ad-hoc reviewer, the Journal of Service Research, the Journal of Business Research and the Journal of Academy of Marketing Science.