Yeqing Bao, Ph.D.
Marketing and Management


Bao Photo

Associate Dean of Undergraduate and International Programs

Office: 350C BAB
Phone: 256.824.6165


  • 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

Current Teaching Responsibilities

  • Promotional Strategy (MKT 342)
  • International Business (MGT 450/550)

Selected Publications

  • Bao, Yeqing, Eric Fong, Timothy Landry, and Kevin Z. Zhou (2015), "Strategic Consensus of Market Orientation: A Transition Economy's Perspective," Journal of Strategic Marketing, 23 (4), 364-378.
  • Kevin Z. Zhou, Qiyuan Zhang, Shibin Sheng, En Xie, and Yeqing Bao (2014), "Are Relational Ties Always Good for Knowledge Acquisition? Buyer–Supplier Exchanges in China" Journal of Operations Management, 32 (3), 88–98.
  • Bao, Yeqing, Shi Zhang, and James T. Simpson (2012), "Visual and Verbal Information Interaction in Print Advertisements," in Steven S. Posavac (editor), Cracking the Code: Leveraging Consumer Psychology to Drive Profitability, ME Sharpe, Armonk, NY: 112-131.
  • Wang, Naijiang and Yeqing Bao (2011), "Modeling Forest Quality at Stand Level: A Case Study of Loess Plateau in China," Forest Policy and Economics, 13, 488-495.
  • Bao, Yongchuan, Yeqing Bao, and Shibin Sheng (2011), "Motivating Purchase of Private Brands: Effects of Store Image, Product Signatureness, and Quality Variation," Journal of Business Research, 64 (2), 220-226.
  • Lai, Kee-hung, Yeqing Bao, and Xiaotong Li (2008), "Channel Relationship and Business Uncertainty: Evidence from the Hong Kong Market," Industrial Marketing Management, 37, 713-724.
  • Bao, Yeqing, Alan T. Shao, and Drew Rivers (2008), "Creating New Brand Names: Effects of Relevance, Connotation, and Pronunciation," Journal of Advertising Research, 48 (1), 148-162.
  • Bao, Yeqing, Edward F. Fern, and Shibin Sheng (2007), "Parental Style and Adolescent's Influence in Family Consumption Decisions: An Integrative Approach," Journal of Business Research, 60 (7), 672-680.
  • Bao, Yeqing, Kevin Z. Zhou, and Joe N. Zhou (2006), "Social Alienation in a Transitional Economy: Antecedents and Impact on Attitude toward Social Reform," Journal of Business Research, 59 (9), 990-998.
  • 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.
  • Bao, Yeqing, Zheng Zhou, and Chenting Su (2003), " 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.