Boonghee Yoo is an associate professor of marketing at the Frank G. Zarb School of Business at Hofstra University. Prior to his academic career, he worked for five years at Cheil Communications, the largest advertising agency in Korea. He received his Ph.D. from Georgia State University. His research interests include marketing productivity, online shopping site quality, cross-cultural consumer behavior, scale development, brand equity, and marketing methodology. His research has been published in journals such as the Journal of the Academy of Marketing Science, the Journal of Retailing, the Journal of Business Research, and the Journal of Advertising Research, among others.
mktbzy@hofstra.edu