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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 curriculum
vitae.
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Selected
Publications o
Thelen, Shawn T., Boonghee Yoo, and Vincent P.
Magnini (2010), "An
Examination of Consumer Sentiment toward Offshored
Services," forthcoming in Journal of the Academy of Marketing
Science (Thelen and Yoo are co-first authors). 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
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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