Jon Morris

Jooyoung Kim, assistant professor of advertising at the University of Georgia’s Grady College of Journalism and Mass Communication, Athens, Ga., is the lead author of “The Six-Construct Model of True Brand Loyalty,” a research paper examining why consumers favor and consistently buy specific brands over time and motives for their behavior. The paper’s co-authors are Jon Morris, professor of advertising at the University of Florida and Joffre Swait, adjunct marketing faculty at the University of Alberta and a partner in a research-based consulting company in Canada. “Our work suggests that consumers’ attitudinal stability, which is based on emotional and cognitive conviction, plays a