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MKT-IB Department
| Frank G. Zarb School of Business
| Hofstra University
Dr. Boonghee Yoo
Associate Professor of
Marketing and International Business
Current Vitae
Please click here
to see my detailed
curriculum vitae.
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Selected Publications o
Lee, Seung-Hee and Boonghee Yoo (2009), A
Review of Determinants of Counterfeiting and Piracy and the Proposition for
Future Research, Korean Journal of
Policy Studies, 24 (1), 1-38. o
o
Yoo, Boonghee (2009), CrossNational
Invariance of the Effect of Personal Collectivistic Orientation on Brand
Loyalty and Equity: The United States versus South Korean Consumers, o
Yoo, Boonghee (2009), Developing
an Overall Ranking of 79 Marketing Journals: An Introduction of PRINQUAL to
Marketing, Australasian Marketing
Journal, 17 (4), 160-174. o
Yoo, Boonghee and Seung-Hee Lee (2009), Buy
Genuine Luxury Fashion Products or Counterfeits, Advances in Consumer Research. 36, 280-286. o
Yoo, Boonghee and Naveen Donthu (2005), The Effect of Personal
Cultural Orientation on Consumer Ethnocentrism: Evaluations and Behaviors of
U.S. Consumers toward Japanese Products, Journal of International Consumer Marketing, 18 (1/2), 7-44. o
Dou, Wenyu, Boonghee Yoo, and Ma Liang Yu (2003), Consumer Patronage of Ethnic
Portals, International Marketing
Review, 20 (6), 661-677. o
Yoo, Boonghee and Rujirutana Mandhachitara (2003), Estimating Advertising Effects on
Sales in a Competitive Setting, Journal
of Advertising Research, 43 (September), 310-321. o
Yoo, Boonghee and Naveen Donthu (2002), Testing Cross-Cultural Invariance
of Brand Equity Creation Process, Journal
of Product & Brand Management, 11 (6), 380-398. o
Dadzie, Kofi Q., Wesley J. Johnston, Boonghee Yoo, and Tom G. Brashear
(2002), Measurement
Equivalence and Applicability of Core Marketing Concepts Across Nigerian,
Kenyan, Japanese and U.S. Firms: An optimal Scaling Approach, Journal of Business and Industrial
Marketing, 17 (6), 430-455. o
Yoo, Boonghee and Naveen Donthu (2002), The Effects of Marketing Education and
Individual Cultural Values on Marketing Ethics of Students, Journal of Marketing Education, 24
(August), 92-103. o
Yoo, Boonghee (2002), Cross-Group
Comparisons: A Cautionary Note, Psychology
& Marketing, 19 (April), 357-368. o
Yoo, Boonghee and Naveen Donthu (2001), Developing and Validating a
Multidimensional Consumer-Based Brand Equity Scale, Journal of Business Research, 52 (April), 1-14. o
Yoo, Boonghee and Naveen Donthu (2001), Developing
a Scale to Measure the Perceived Quality of an Internet Shopping Site
(SITEQUAL), Quarterly Journal of
Electronic Commerce, 2 (1), 31-47. o
Yoo, Boonghee, Naveen Donthu, and Sungho Lee (2000), An Examination of Selected Marketing Mix
Elements and Brand Equity, Journal
of the o
Donthu, Naveen and Boonghee Yoo (1998), Cultural Influences on
Service Quality Expectations, Journal
of Service Research, 1 (November), 178-185. o
Donthu, Naveen and Boonghee Yoo (1998), Retail Productivity
Assessment Using Data Envelopment Analysis, Journal of Retailing, 74 (Spring), 89-105.
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