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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
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Selected Publications 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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