Yeqing Bao, Ph.D.

Yeqing Bao, Ph.D.
Marketing and Management

 

Bao Photo

Associate Dean of Undergraduate and International Programs

Office: 364 BAB
Phone: 256.824.6165

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

Current Teaching Responsibilities

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

Recent Publications

  • 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, Shibin Sheng, Yeqing Bao, and David Steward (2011), “Improving Quality Perception of Private Brands: Effects of Intransient Cues, Product Familiarity, and Risk Aversion,” the Journal of Consumer Marketing, 28(6), 448-458.
  • Bao, Yeqing, Shi Zhang, and James T. Simpson (2011), “Promoting Products from Developing Country: Roles of Brand Name and Spokesperson,” in Subhash C. Jain and David A. Griffith (editors), Handbook of Research in International Marketing (2nd edition), Edward Elgar, Northampton, MA, 48-67.
  • Su, Chenting, Yeqing Bao, and Kevin Z. Zhou (2011), “Cultural Change and Buyer Behavior in China,” in Chen L. Wang (editor), Handbook of Contemporary Marketing in Greater China: Theories and Practices, 173-184.
  • 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, Yeqing, Shibin Sheng, and Innocent Nkwocha (2010), “Product Difficulty Incongruity and Consumer Evaluations of Brand Extensions,” Journal of Retailing and Consumer Services, 17, 340-348.
  • Bao, Yongchuan, Yeqing Bao, and Shibin Sheng (2010), “Motivating Purchase of Private Brands: Effects of Store Image, Product Signatureness, and Quality Variation,” Journal of Business Research, 64 (2), 220-226.
  • Waller, David S., Alan T. Shao, and Yeqing Bao (2010), “Client Influence and Advertising Standardization: A Survey of Ad Agencies,” The Service Industries Journal, 30 (13), 2151-2161. Bao, Yeqing, David Berkowitz, Brent Wren (2009), “Consumer Marketing of High Technology Products,” in Bidgoli, Hossein (editor), The Handbook of Technology Management., Vol. 2, Ch. 21, 290-304.
  • Bao, Yeqing, David Berkowitz, Brent Wren (2009), “Consumer Marketing of High Technology Products,” in Bidgoli, Hossein (editor), The Handbook of Technology Management., Vol. 2, Ch. 21, 290-304.
  • 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. A. Herrmann, F. Huber, A. T. Shao, , and Y. Bao (2007), “Building Brand Equity via Product Quality,” Total Quality Management & Business Excellence, 18 (5), 531-544.
  • 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.
  • Shibin Sheng, Yeqing Bao, and Yue Pan (2007), “Partitioning or Bundling: Perceived Fairness of the Surcharge Makes Difference,” Psychology & Marketing, 24 (12), 1025-1041.
  • White, George O., III, Yeqing Bao, and Lance E. Brouthers (2007), “Manufacturing and Selling in China,” in Keillor, Bruce D. (General Editor), Marketing in the 21st Century, Vol. 1, 65-80.
  • 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.