Dr. Boonghee Yoo is full professor of marketing in the Marketing and International Business Department at Hofstra University. His research interests include brand equity, online retailing quality, luxury branding, offshore services, marketing scale development, cross-cultural consumer behavior, and retail productivity. His research has been published in journals such as Journal of Academy of the Marketing Science, Journal of Retailing, Journal of Business Research, Journal of Advertising Research, Psychology & Marketing, Journal of Marketing Education, Journal of Service Research, Advances in Consumer Research, Journal of International Consumer Marketing, Journal of Product & Brand Management, Journal of Business and Industrial Marketing, International Marketing Review, Journal of Marketing Channels, Asia Pacific Journal of Marketing and Logistics, Marketing Management Journal, and Quarterly Journal of Electronic Commerce.