Sunghyup Sean Hyun is a Professor in the School of Tourism at Hanyang University. He received his MA in hospitality and tourism management in 2005 from the University of Massachusetts-Amherst and earned his Ph.D. in hospitality and tourism in 2009 from Virginia Polytechnic Institute and State University. He has published many papers in the area of hospitality and tourism marketing, focusing on brand equity, customer equity, advertising, emotions, and communication.