Dr. Yeqing Bao

Associate Dean, Graduate School Associate Director, International Engagement Professor, Marketing Department


Dr. Yeqing Bao’s Curriculum Vitae


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


  • 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.