Yi He

Associate Professor

Department of Marketing & Entrepreneurship

(510) 885-3534
VBT 420
Office Hours:
MW 1:00PM-2:00PM | M 5:30PM-6:30PM
Photo of Yi He

Professional Focus

 RESEARCH: Consumer Behavior and Consumer Psychology, Branding, Advertising.

 TEACHING: Marketing Management, Advertising, Branding, Marketing Research.


  • Ph.D., University of Hawai`i
  • M.Ed., University of Cincinnati
  • B.A., Southeast University, China


Spring Quarter 2015
Course #SecCourse TitleDaysFromToLocationCampusTextbook Info
MKTG 341001Advertising ManagementMW2:00PM3:50PMAE-0271Hayward Campus View Books
MKTG 389802Cooperative EducationARR ARRHayward Campus View Books
MKTG 621501Marketing ManagementM6:30PM10:00PMAE-0379Hayward Campus View Books
MKTG 640130SSMarketing ResearchSA1:30PM5:00PMOFF SITESan RamonView Books
MKTG 689803Cooperative EducationARR ARRHayward Campus View Books


He, Yi, Qimei Chen and Dana L. Alden "Time will tell: Managing post-purchase changes in brand attitude," Journal of the Academy of Marketing Science, (forthcoming).

He, Yi, Qimei Chen, Leona Tam and Ruby P. Lee, “Managing Sub-Branding Affect Transfer: The Role of Consideration Set Size and Brand Loyalty,” Marketing Letters, (forthcoming).

Chen, Qimei, Yi He and Dana L. Alden (2014),  “Social Presence in Service Failure: Why It Might not be a Bad Thing,” Customer Needs and Solutions, 1(4), 288-297.

He, Yi, Qimei Chen and Dana L. Alden (2012), “Social presence and service satisfaction: The moderating role of cultural value-orientation,” Journal of Consumer Behaviour, 11(2), 170–176.  

He, Yi, Qimei Chen and Dana L. Alden (2012), “Consumption in the Public Eye: The Influence of Social Presence on Retail Service Experience,” Journal of Business Research. 65(3), 302–310.
Alden, Dana L., Yi He and Qimei Chen (2010), “Service Recommendations and Customer Evaluations in the International Marketplace: Cultural and Situational Contingencies,” Journal of Business Research. 63(1), 38-44.

Merz, A Michael, Yi He and Stephen L. Vargo (2009), “The Evolving Brand Logic: A Service-Dominant Logic Perspective,” Journal of the Academy of Marketing Science, 37(3), 328–344.

Vargo, Stephen L., Robert F. Lusch, Melissa M. Archpru and Yi He (2009), “Service-Dominant Logic: A Review and Research Agenda,” Review of Marketing Research, 6, 125-167. 

Chen, Qimei, Shelly Rodgers and Yi He (2008), “A Critical Review of the e-Satisfaction Literature,” American Behavioral Scientists, 52(1), 38-59.

He, Yi, Michael A. Merz and Dana L. Alden (2008), “Diffusion of Measurement Invariance Assessment in Cross-National Empirical Marketing Research: Perspectives from the Literature and a Survey of Researchers,” Journal of International Marketing, 16(2), 64-83.
Merz, A Michael, Yi He and Dana L. Alden (2008), “A Categorization Approach to Analyzing the Global Consumer Culture Debate,” International Marketing Review, 25(2), 166-182.
Chen, Qimei, Yi He, Xinshu Zhao and David Griffith (2008), "Sources of Product Information for Chinese Rural Consumers - The First Glance," International Journal of Advertising, 27(1), 67-93.

Grant Awards

Marv Remmich Outstanding Faculty Research Award, 2013

Faculty Support Grant, 2008, 2011, 2012, 2014

California State University Wang Family Fellowship, 2010

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