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Boonghee Yoo

Professor of Marketing and International Business


Degrees

PHD, 1996, Georgia State Univ; MS, 1992, Univ Illinois Urbana-Champaign; BA, 1987, Dongguk Univ


Bio

Teaching:

  • MBA350 Integrative Capstone course of Zarb School MBA program
  • MKT245 Research for Marketing Decisions (graduate)
  • MKT101 Principles of Marketing
  • MKT144 Marketing Research
  • MKT175 Marketing Planning and Strategy
  • MKT203 Marketing Analysis and Management
  • MBA350 Integrative Capstone course of Zarb School MBA program


Areas of Expertise & Research

  • Brand equity
  • Marketing scale development
  • Luxury brand counterfeiting
  • Consumer animosity
  • Online and offline retail productivity

Languages

English and Korean

Education

1996
Ph.D. in Marketing
Georgia State University, Atlanta, Georgia

1992
Master of Science (M.S.) in Business Administration
University of Illinois at Urbana-Champaign

1987
Bachelor of Arts (B.A.) in English Language and Literature
Dongguk University, Seoul, South Korea

Selected Publications

  • Yoo, Boonghee and Geon-Cheol Shin (2016), “Invariant Effect of Individual Cultural Orientations: An Application of CVSCALE,” Forthcoming in International Marketing Review.
  • Yoo, Boonghee and Seung-Hee Lee (2012), "Asymmetrical Effects of Past Experiences with Genuine Fashion Luxury Brands and Their Counterfeits on Purchase Intention of Each," Journal of Business Research, 65 (October), 1507-1515.
  • Yoo, Boonghee, Naveen Donthu, and Tomasz Lenartowicz (2011), "Measuring Hofstede's Five Dimensions of Cultural Values at the Individual Level: Development and Validation of CVSCALE," Journal of International Consumer Marketing, 23 (3/4), 193-210.
  • Thelen, Shawn T., Boonghee Yoo (Thelen and Yoo are co-first authors), and Vincent
  • P. Magnini (2011), "An Examination of Consumer Sentiment toward Offshored Services," Journal of the Academy of Marketing Science, 39 (2), 270-289. Swani, Kunal and Boonghee Yoo (2010), "Interactions between Price and Price Deal," Journal of Product and Brand Management, 19 (2), 143-152.
  • 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.
  • Yoo, Boonghee (2009), " Cross-National Invariance of the Effect of Personal Collectivistic Orientation on Brand Loyalty and Equity: The United States versus South Korean Consumers," Asia Pacific Journal of Marketing and Logistics, 21 (1), 41-57 (Awarded The 2010 Outstanding Paper of the Journal, i.e., the best paper of the journal).
  • Yoo, Boonghee (2009), "Developing an Overall Ranking of 79 Marketing Journals: An Introduction of PRINQUAL to Marketing," Australasian Marketing Journal,
  • 17 (4), 160-174.
  • Yoo, Boonghee and Seung-Hee Lee (2009), "Buy Genuine Luxury Fashion Products or Counterfeits," Advances in Consumer Research. 36, 280-286.
  • 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.
  • Dou, Wenyu, Boonghee Yoo, and Ma Liang Yu (2003), "Consumer Patronage of Ethnic Portals," International Marketing Review, 20 (6), 661-677.
  • Yoo, Boonghee and Rujirutana Mandhachitara (2003), "Estimating Advertising Effects on Sales in a Competitive Setting," Journal of Advertising Research, 43 (September), 310-321.
  • Yoo, Boonghee and Naveen Donthu (2002), "Testing Cross-Cultural Invariance of Brand Equity Creation Process," Journal of Product & Brand Management, 11 (6), 380-398.
  • 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.
  • 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.
  • Yoo, Boonghee (2002), "Cross-Group Comparisons: A Cautionary Note,"
  • Psychology & Marketing, 19 (April), 357-368.
  • Yoo, Boonghee and Naveen Donthu (2001), "Developing and Validating a Multidimensional Consumer-Based Brand Equity Scale," Journal of Business Research, 52 (April), 1-14.
  • 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.
  • Yoo, Boonghee, Naveen Donthu, and Sungho Lee (2000), "An Examination of Selected Marketing Mix Elements and Brand Equity," Journal of the Academy of Marketing Science, 28 (April), 195-211.
  • Donthu, Naveen and Boonghee Yoo (1998), "Cultural Influences on Service Quality Expectations," Journal of Service Research, 1 (November), 178-185. Donthu, Naveen and Boonghee Yoo (1998), "Retail Productivity Assessment Using Data Envelopment Analysis," Journal of Retailing, 74 (Spring), 89-105.
  • Yoo, Boonghee, Naveen Donthu and Bruce K. Pilling (1998), "Channel Efficiency: Franchise versus Non-Franchise Systems," Journal of Marketing Channels, 6 (3/4), 1-15.
  • Pilling, Bruce K., Steve W. Henson, and Boonghee Yoo (1995), "Competition among Franchises, Company-Owned Units, and Independent Operators: A Population Ecology Application," Special Issue of Franchising: Contemporary Issues and Research, Journal of Marketing Channels, 4 (1/2), 177-195.

Awards & Honors

2012
Dean's Service Award, Zarb School of Business, Hofstra University

2010
The 2010 Outstanding Paper Award for Asia Pacific Journal of Marketing and Logistics.

2007
AMA's Hugh G. Wales Award
Outstanding Faculty Advisor in Recognition of Outstanding Service and Guidance to the Collegiate Hofstra Chapter

2003 - Present
Listed in Marquis Who's Who in America

2001
Best Paper Award
Consumer Behavior Track American Marketing Association 2001 Summer Educators' Conference

1999
College of Business Winner of the Teacher Recognition Award
Excellence of teaching (university-wide award for outstanding teaching)
Student Representative Assembly, St. Cloud State University

1995
Fellow of the American Marketing Association Doctoral Consortium
Wharton School, University of Pennsylvania, Philadelphia

1990
Scientific Advertising Award
Awarded by the CEO of Cheil Communications, Inc., South Korea

Professional Background

1987 - 1991
Assistant Marketing Manager
Cheil Communications, Inc. (A Samsung company; Ranked as the largest ad agency in South Korea and one of the 20 largest agencies in the world) Seoul, South Korea

1983 - 1985
Corporal and 81mm Mortar Shooter
67th Army Infantry Division South Korea Army, South Korea


Teaching Interests

Marketing research, cross-cultural consumer behavior, principles of marketing, and international marketing


Research Interests

Brand equity, internet marketing strategy, marketing scale development, cross-cultural consumer behavior, retail productivity, and quantitative approaches to marketing


Recent Courses Taught

Course Title Level
MBA 350 INTGRTVE STRATGIC DECSN MKNG Graduate
MKT 203 MARKETING ANALYSIS & MANAGEMNT Graduate
MKT 245 RESEARCH FOR MKT DECISIONS Graduate
MKT 280 ADVANCED MARKETING RESEARCH Graduate
MKT 309 RESEARCH SEM: MARKETING Graduate
MKT 310 THESIS IN MARKETING RESEARCH I Graduate
MKT 311 THESIS IN MKT RESEARCH II Graduate
MKT 329 GRADUATE BASIC INTERNSHIP Graduate
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