Personal profile
About
Prof. Dai’s primary research interest is marketing strategy with a focus on retail patronage and pricing, positioning, and global marketing. Her scholarly work has been published in refereed journals, including Psychology and Marketing and Journal of Electronic Commerce Research. Bo has taught classes such as retailing, principles of marketing, and consumer behavior at multiple universities including the University of North Texas, Sam Houston State University, and Auburn University.
Related links & documents
Disciplines
- Marketing
Research Interests
- Retail Patronage
- Global Marketing
- Pricing
- Positioning
Expertise related to UN Sustainable Development Goals
In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):
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SDG 12 Responsible Consumption and Production
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Collaborations and top research areas from the last five years
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The serial effects of value in use on consumer brand engagement, perceived brand quality, brand loyalty, and continuance intention toward branded mobile apps
Tran, T. P., Dai, B., Sun, Q. & Nguyen, T. T., May 9 2025, In: Journal of Marketing Analytics. 121599.Research output: Contribution to journal › Article › peer-review
2 Scopus citations -
The efficacy of customer’s voluntary use of self-service technology (SST): a dual-study approach
Shin, H. & Dai, B., 2022, In: Journal of Strategic Marketing. 30, 8, p. 723-745 23 p.Research output: Contribution to journal › Article › peer-review
26 Scopus citations -
Customer Reactions to Voluntary Use of Automated Service Interactions: An Abstract
Shin, H. & Dai, B., 2020, Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer Nature, p. 65-66 2 p. (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).Research output: Contribution to book or proceeding › Chapter › peer-review
1 Scopus citations -
Exploring consumers’ skincare retail patronage
Dai, B. & Pelton, L. E., Jul 2018, In: Journal of Retailing and Consumer Services. 43, p. 269-277 9 p.Research output: Contribution to journal › Article › peer-review
14 Scopus citations -
The Evolving Patterns of the Concept of Positioning: Some Initial Findings—An Abstract
Blankson, C. & Dai, B., 2017, Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer Nature, p. 759-760 2 p. (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).Research output: Contribution to book or proceeding › Chapter › peer-review