Ya-Hui Kuo

Faculty Profiles

Ya-Hui Kuo

Ya-Hui Kuo

353 Spes Unica Hall
ykuo@saintmarys.edu

My experiences as an educator and scholar in both Taiwan and the United States have shaped my appreciation for diverse cultural perspectives. Throughout my academic career, I have had the opportunity to teach and work with students from around the world, exposing me to different perspectives on business and everyday life. These cross-cultural experiences also inform my scholarship, particularly my interest in understanding how cultural contexts shape the ways consumers interpret marketplace experiences and make decisions.
 

Education

PhD, University of Arizona
MS, Arizona State University
MBA, National Cheng Kung University (Taiwan)
BEd, National Tainan Teachers College (Taiwan)

Research Interests
  • Branding
  • Consumer Behavior
  • International Marketing
  • Sensory Marketing
     
Courses Recently Taught
  • BUAD 231 Principles of Marketing
  • BUAD 331 Advertising and Promotion
  • BUAD 434 Sales Management and Professional Selling
Creative and Scholarly Work
  • Kuo, Y.-H., & Wielard, S. (2026). Beauty framed: How image format and faith shape female consumer responses to attractive model images in Muslim society. Journal of Retailing and Consumer Services, 93, 104873.
  • Kuo, Y.-H. & Olivia, P. (2026) National Pride or Betrayal? How Brand Nationality Shapes Consumer Responses to Controversial Corporate Advocacy.  Journal of Product & Brand Management, 35(2), 186–202.
  • Kuo, Y.-H., Lim, S., & Chen, C.-C. (2026). Examining College Students’ Spectator Motivations and Future Consumption Intentions to NCAA Division I Football Games. Journal for the Study of Sports and Athletes in Education, 20(1), 43-62.
  • Kuo, Y.-H. & Liao, Y.-X. (2025) Upward vs. Downward Extensions: How Social Dominance Orientation Influences Brand Evaluation. Marketing Letters, 36, 
    501–517.
  • Kuo, Y.-H., & Le, S. B. H. (2025). Authenticity meets aesthetics: Physical attractiveness as the Equalizer for virtual and human influencers. Asia Pacific Management Review, 30(2), 100359.
  • Kuo, Y.-H. & Helm, S. V. (2025). How Ethnic Congruence Affects Authenticity and Perceived Taste of Traditional Foods. International Marketing Review. 42(1), 83-102.