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Christine Ye

Associate Professor of Marketing

Management, Marketing and Entrepreneurship

Barney School of Business
860.768.5810 A310M
Education

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.

Christine Ye, Yuna Kim, and Yoon-Na Cho (2023), “Digital Marketing and Marketing Analytics Education: A Systematic Review,” Journal of Marketing Education, (in Press).

Christine Ye, Hyunjung Lee, Carmina Cavazos, Jerry Katrichis, and Andy Wei Hao (2021), “Peer Teaching in Digital Marketing Courses, Marketing Education Review, 31(2), 169-74.

Christine Ye, Charles F. Hofacker, John Peloza, and Alexis Allen (2020), “How Online Trust Evolves Over Time,” Psychology and Marketing, 37 (11), 1447-1635.

Christine Ye, Jerry Van Os, Dick Chapman, and Dax Jacobson (2017), “An Online Project-Based Competency Education Approach to Marketing Education,” Journal of Marketing Education, 39 (3), 162-75.

Dax Jacobson, Dick Chapman, Christine Ye, and Jerry Van Os (2017), “A Project-Based Approach to Executive Education,” Decision Sciences Journal of Innovative Education, 15 (1), 42-61.

Christine Ye, Joseph J. Cronin, and John Peloza (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.

John Peloza, Christine Ye, and William J. Montford (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.

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

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