About Boonghee Yoo

MKT-IB Department | Frank G. Zarb School of Business | Hofstra University

DR. BOONGHEE YOO
Associate Professor of Marketing

Dr. Yoo's Family Photo (2008) Dr. Boonghee Yoo is an associate professor of marketing in the Marketing and International Business Department at Hofstra University. Dr. Yoo earned a B.A. in English Literature and Language (President’s Honor Student) from Dongguk University, Seoul, Korea, a M.S. in Business Administration from University of Illinois at Urbana-Champaign, and a Ph.D. in Business Administration (marketing major) from Georgia State University.

Prior to his academic career, he served an infantry division of the Korean Army as an 81-millimeter mortar shooter and soldier and worked for five years as a marketing manager at the Cheil Communications, Inc., the largest ad agency in Korea. Before joining Hofstra, he taught at Georgia State University, Chicago State University, and St. Cloud State University.

Dr. Yoo’s research interests include brand equity, online retailing quality, marketing scale development, cross-cultural consumer behavior, retail productivity, and quantitative approaches to marketing. His research has been published in journals such as Journal of Academy of the Marketing Science, Journal of Retailing, Journal of Business Research, Journal of Advertising Research, Psychology & Marketing, Journal of Marketing Education, Journal of Service Research, Advances in Consumer Research, Journal of International Consumer Marketing, Journal of Product & Brand Management, Journal of Business and Industrial Marketing, International Marketing Review, Journal of Marketing Channels, Marketing Management Journal, and Quarterly Journal of Electronic Commerce. He has presented papers and chaired sessions at various conferences including the American Marketing Association (AMA), the Institute for Operations Research and the Management Sciences (INFORMS), the Academy of Marketing Science, the Association of Consumer Research, the Midwest Marketing Association, and the Society of Franchising. He is currently serving in the Editorial Board of the Industrial Marketing Management.

Dr. Yoo advised the Hofstra Marketing Association, a student chapter of the American Marketing Association (HAMA) from 2003 to 2008. In 2007 he was awarded the Hugh G. Wales Award for Outstanding Faculty Advisor in recognition of outstanding services and guidance to HAMA. Since 2002 Dr. Yoo has been listed in the Marquis' Who's Who in America. In 2001 he co-chaired the Marketing Research Track at the AMA Summer Educators' Conference where his co-authored paper was awarded the Best Paper Award in the Consumer Behavior Track. In 1999 Dr. Yoo received the Teacher Recognition Award in Excellence of Teaching in the College of Business at St. Cloud State University. In 1995 he was elected as a fellow of the AMA Doctoral Consortium. Currently, he is a member of the AMA and Beta Gamma Sigma.