Boonghee Yoo

Faculty

Consumer Behavior in Brand Consumption and Identification

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About

Dr. Boonghee Yoo is the RMI Distinguished Professor in Business and Professor of Marketing, Frank G. Zarb School of Business, Hofstra University. His research interests include brand equity, online retailing quality, luxury branding, marketing scale development, cross-cultural consumer behavior, consumer animosity, and Protestant religiosity. His research has been published in journals including the 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. International Marketing Review, and Journal of Product & Brand Management.

RMI Distinguished Professor in Business and Professor of Marketing · Hofstra University