Dr. Yeqing Bao

Department Chair,
Management & Marketing,
College of Business Professor, College of Business


301 Sparkman Drive
Business Administration Building
Room 355
Huntsville, AL 35899
Campus Map



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

Honors & Awards

  • Outstanding Service Award 2009-2010, College of Business Administration, UAH.
  • Best Paper in the Retail/Entrepreneurship Track, Society for Marketing Advances 2009, coauthors Yongchuan Bao, Shibin Sheng.
  • Zelnak Professor Award, 2008, 2009, College of Business Administration, UAH.
  • Mark McDaniel, Henri McDaniel, and Robert "Bud" Cramer Faculty Award 2007, College of Administrative Science, UAH.
  • Richard A. Witmondt Faculty Fellowship2004, College of Administrative Science, UAH.
  • Outstanding Research Award2003-2004, College of Administrative Science, UAH.
  • Doctoral Consortium Fellow, Society for Marketing Advances (SMA), 2000.
  • Honor Graduates, Tsinghua University, 1994


  • Association for Consumer Research
  • American Marketing Association
  • Society for Marketing Advances


  • Consumer Socialization
  • Advertising Strategy
  • Product Development
  • International Marketing

Recent Publications

  • Carter A. Mandrik, Yeqing Bao, and Sijun Wang (2018), “A Cross-cultural Study of Intergenerational Influence: US and PRC,” Journal of Consumer Marketing, 35 (1), 91-104.

  • Bao, Yongchuan, Yuan Li, Changwei Pang, Yeqing Bao, and Xiang Yi (2017), “Do Resource Differences between Manufacturers and Suppliers Help or Hinder Product Innovation of Manufacturers? The Moderating Role of Trust and Contracts” Industrial Marketing Management, 64, 79-90.

  • 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.