Concepedia
Statistics
Publications
18
Citations
1.7K
H-Index
16
Active since
2008
Affiliations
California State University, East Bay(Current)
University of Hawaiʻi at Mānoa
University of Hawaii System
Fudan University
Florida State University
Yi He is an author at California State University, East Bay specializing in marketing, business, and marketing management.
Publications per year
2008–2022
The evolving brand logic: a service-dominant logic perspective
Michael A. Merz, Yi He, Stephen L. Vargo · Journal of the Academy of Marketing Science · 2009 · 874 citations
Business, Marketing, Marketing Management +9
Regulatory focus and technology acceptance: Perceived ease of use and usefulness as efficacy
Yi He, Qimei Chen, Sakawrat Kitkuakul · Cogent Business & Management · 2018 · 145 citations · Full text
Management, Information Systems, Information Technology +11
A categorization approach to analyzing the global consumer culture debate
Michael A. Merz, Yi He, Dana L. Alden · International Marketing Review · 2008 · 99 citations
Social Sciences, Marketing, Marketing Management +11
Consumption in the public eye: The influence of social presence on service experience
Yi He, Qimei Chen, Dana L. Alden · Journal of Business Research · 2011 · 86 citations
Social Sciences, Communication, Marketing +15
Diffusion of Measurement Invariance Assessment in Cross-National Empirical Marketing Research: Perspectives from the Literature and a Survey of Researchers
Yi He, Michael A. Merz, Dana L. Alden · Journal of International Marketing · 2008 · 83 citations
Business, Marketing, Marketing Management +10
1–5 of 18