Christine Ye

Christine Ye headshot

Associate Professor of Marketing; Barney Honors Program Coordinator

Management, Marketing and Entrepreneurship

Barney School of Business
860.768.5810 Auerbach 310M

Florida State University, Marketing, Ph.D

Yale University, Statistics, MA

Indiana University, Marketing (Minor in Math), BS

Christine joined UHart since Fall, 2019. Prior to joining the Barney School of Business, Christine taught at Westminster college in Salt Lake City, Utah as an assistant and associate professor of marketing. She also worked as a marketing analyst for a couple of years before joining her doctoral program. Her research focuses on understanding the role of trust in a firm-customer relationship, particularly in the domain of e-commerce and corporate social responsibility. Her work also appears in research on innovative pedagogical models and frameworks. Christine’s publications appear in well-regarded marketing journals including the Journal of Interactive Marketing, Journal of Public Policy & Marketing, Journal of Business Ethics, Psychology & Marketing, Journal of Marketing Education, Decision Sciences Journal of Innovative Education, and Marketing Education Review.

Cho, Y.N., Kim, Y., and Ye, C. (2024), “Influencers for Nonprofit Organizations? The Moderating Role of Message Appeals on Donation Appeals on Donation Behavior” International Journal of Consumer Studies (forthcoming).

Cho, Y.N., Ye, C., and Kim, Y. (2024), “Instilling label confidence in the minds of consumers: The role of sustainability skepticism,” Journal of Consumer Behaviour (forthcoming).

Ye, C. and Kim, Y. (2024), "How luxury brands appeal to young consumers: a different focus", Journal of Business Strategy (in press),

Ye, C. (2024), “The Current State of Big Data Analytics Research in Marketing: A Systematic Review Using TCCM Approach,” Journal of Global Science of Marketing Science (forthcoming).

Ye, C, Kim, Y., and Cho, Y.N. (2023), “Digital/Social Media Marketing and Marketing Analytics Education: A Systematic Review,” Journal of Marketing Education

Ye. C., Lee, H.J., Cavazos, C., Katrichis, J., and Hao, A.W. (2021), “Peer Teaching in Digital Marketing Courses: A Conceptual Framework,” Marketing Education Review, 31 (2), 169-174.

Ye, C., Hofacker, C.F., Peloza, J., and Allen, A. (2020), “How Online Trust Evolves Over Time,” Psychology and Marketing, 37 (11), 1539-1553.

Ye, C., Os, J.V., Chapman, D., and Jacobson, D. (2017), “An Online Project-Based Competency Education Approach to Marketing Education,” Journal of Marketing Education, 39 (3), 162-75.

Jacobson, D., Chapman, D., Ye, C., and Os, J.V. (2017), “A Project-Based Approach to Executive Education,” Decision Sciences of Journal Innovative Education, 15 (1), 42-61.

Ye, C., Cronin, J.J., and Peloza, J. (2015), “The Role of Corporate Social Responsibility in Consumer Evaluation of Nutrition Information Disclosure by Retail Restaurants,” Journal of Business Ethics, 130 (2), 313-26.

Peloza, J., Ye, C., and Montford, W.J. (2015), “When Companies Do Good, Are Their Products Good For You? How Corporate Social Responsibility Creates a Health Halo,” Journal of Public Policy & Marketing, 34 (1), 19-31.

Bacile, T.J., Ye, C., and Swilley, E. (2014), “From Firm-Controlled to Consumer Contributed: Consumer Co-Production of Personal Media Marketing Communication,” Journal of Interactive Marketing, 28 (2), 117-33.

Peloza, J. and Ye, C. (2012), “How Social Partnerships Build Brands, in Social Partnerships and Responsible Business: A Research Handbook. Routledge.