Yeqing Bao, Ph.D.

Yeqing Bao, Ph.D.

Associate Professor of Marketing and Management

Office: Business Administration Bldg. 362
Phone: 256.824.6165
Fax: 256.824.6328
Email: Yeqing.Bao@uah.edu
Homepage: http://cba.uah.edu/bao/

Education

  • Ph.D., Virginia Polytechnic Institute and State University, 2001
    • Major: Marketing
    • Minor: International Business
  • Post Graduate Certificate, Tsinghua University, China, 1996
    • Major: International Finance and Trade
  • B.E., Tsinghua University, China, 1994
    • Major: Mechanical Engineering
  • B.S., Tsinghua University, China, 1994
    • Major: Management

Research Interests

  • Consumer Socialization
  • Advertising
  • International Marketing

Selected Publications

  • Shibin Sheng, Yeqing Bao, and Yue Pan, "Partitioning or Bundling: Perceived Fairness of the Surcharge Makes Difference," forthcoming at Psychology & Marketing .
  • Bao, Yeqing, Alan T. Shao, and Drew Rivers," Creating New Brand Names: Effects of Relevance, Connotation, and Pronunciation," forthcoming at the Journal of Advertising Research .
  • F. Huber, A. Shao, A. Herrmann, and Y. Bao, "Building Brand Equity via Product Quality," forthcoming at Total Quality Management & Business Excellence .
  • Bao, Yeqing, Edward F. Fern, and Shibin Sheng, "Parental Style and Adolescent Influence in Family Consumption Decisions: An Integrative Approach," forthcoming at the Journal of Business Research .
  • Bao, Yeqing, Kevin Z. Zhou, and Nan Zhou (2006), "Social Alienatiton in a Transitional Economy: Antecedents and Impact on Attitude toward Social Reform," Journal of Business Research , 59(9), 990-998.
  • Nkwocha, Innocent, Yeqing Bao, William C. Johnson, and Herbert V. Brotspies (2005), "Moderating Role of Product Involvement in Brand Extensions," Journal of Marketing Theory and Practice , 13 (3), 49-61.
  • Berkowitz, David, Yeqing Bao, and Arthur W. Allaway (2005), "Hispanic Consumers, Store Loyalty and Brand Preference," Journal of Targeting, Measurement and Analysis for Marketing , 14(1), 9-24.
  • Mandrik, Carter A., Edward F. Fern, and Yeqing Bao (2005), "Intergenerational Influence: Roles of Conformity to Peers and Communication Effectiveness," Psychology & Marketing , 22 (10), 813-832.
  • Shao, Alan T., Yeqing Bao, Elizabeth Gray (2004), "Comparative Advertising Effectiveness: A Cross-Cultural Study," Journal of Current Issues and Research in Advertising , 26 (2), 67-80.
  • Bao, Yeqing, Zheng Zhou, and Chenting Su, "Face Consciousness and Risk Aversion: Do They Affect Consumer Decision-Making?" Psychology & Marketing , 20 (8), 733-755.
  • Zhou, Zheng, Chenting Su, and Yeqing Bao (2002), "A Paradox of Price-Quality and Market Efficiency: A Comparative Study of the U.S. and China Markets," International Journal of Research in Marketing , 19 (4), 349-365.
  • Bao, Yeqing and Alan T. Shao (2002), "Non-Conformity Advertising to Teens," Journal of Advertising Research , 42 (3), 56-65.
  • Su, Chenting and Yeqing Bao (2001), "Student Complaint Behavior Based on Power Perception: A Taxonomy," Services Marketing Quarterly (formerly the Journal of Professional Services Marketing), 22(3), 43-62.
  • Littlefield, James E., Yeqing Bao, and Don L. Cook (2000), "Internet Real Estate Information: Are Home Purchasers Paying Attention to It?" Journal of Consumer Marketing , 17 (7), 575-590.

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