Sally Baalbaki-Yassine

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Sally Baalbaki-Yassine

Chair of Marketing

College of Business-Office

Bio

Sally Baalbaki received her Ph.D. in Marketing from the University of North Texas in 2012. Her research interests include branding, brand equity, social media marketing, and consumer behavior. This ties into her teaching of courses in brand management and digital marketing.

Degree

PhD in Marketing

University of North Texas

MBA

University of North Alabama

BBA in Marketing

American University of Beirut

Published Works

  • Xu, L., Baalbaki-Yassine, S. . Introducing Marketing Analytics in Principles of Marketing Courses: An RFM-Based Teaching Case. Marketing Education Reviewhttps://doi.org/10.1080/10528008.2026.2672641.
  • Baalbaki-Yassine, S., Bahl, A., Black, S. G., Jackowski, M. (2026, April (2nd Quarter/Spring)). The Rise of the Free-Range Consumer: Impacts on Marketing Strategy. Western Decisions Sciences Institute.
  • Gilliard, J. D., Baalbaki-Yassine, S., Hoffman, L. D. (2026, April (2nd Quarter/Spring)). Air BnB. Western Decision Science Institute.
  • Baalbaki-Yassine, S., Gilliard, J. D., Hoffman, L. D. (2026, April (2nd Quarter/Spring)). Oreo: A Global Success Story in Brand Evolution and Market Leadership. Western Decisions Sciences Institute.
  • Xu, L., Baalbaki-Yassine, S. (). Teaching Data-Driven Marketing to Undergraduates: A Hands-On Segmentation Case from the Retail Industry. Western Decision Science Institute.
  • Vowles, S. N., Templer, A., Baalbaki-Yassine, S., Lane, L. (2025, April (2nd Quarter/Spring)). Developing a Student-run Marketing Agency: Case Study for the Start-up Phase. Marketing Educators Association.
  • Baalbaki-Yassine, S., Gilliard, J. D., Hoffman, L. D. (2025). Levi Strauss: Can A Legacy Brand Remain Relevant?. Western Decision Sciences Institute (WDSI),
  • Gilliard, J. D., Baalbaki-Yassine, S., Hoffman, L. D. (2025, April (2nd Quarter/Spring)). TESLA, INC:  WHAT DOES THE FUTURE HOLD?. Western Decision Sciences proceedings.
  • Baalbaki-Yassine, S., Bahl, A., Black, S. G. (2025). Free-Range Consumer Behavior: Demographic Antecedents. Association of Collegiate Marketing Educators (ACME) conference proceedings,
  • Lane, L., Baalbaki-Yassine, S. . Taking Client-Based Projects One Step Further: Real Spending Leads to Real Results. Western Decision Sciences Institute - WDSI , https://wdsi.decisionsciences.org/conference/
  • Hoffman, L. D., Gilliard, J. D., Baalbaki-Yassine, S. (2024). Zillow Group, INC: Changing the Way Americans Buy Homes . Journal of Marketing Development and Competitiveness, 18(3). https://doi.org/10.33423/jmdc.v18i3.7152.
  • Lane, L., Baalbaki-Yassine, S., . (2024). Artificial Intelligence in the Digital Marketing Classroom. Marketing Educators Association ,
  • Baalbaki-Yassine, S., Hoffman, L. D., Gilliard, J. D. (2024, April (2nd Quarter/Spring)). TIKTOK: Taking over the World.
  • Gilliard, J. D., Baalbaki-Yassine, S., Hoffman, L. D. (2024, April (2nd Quarter/Spring)). VICTORIA’S SECRET: CAN IT CHANGE ITS MARKETING MODEL? .
  • Gilliard, J. D., Baalbaki-Yassine, S., Hoffman, L. D. (2023). Instagram . Journal of Marketing Development and Competitiveness, 17(4). .
  • Lane, L., Baalbaki-Yassine, S. (2023). Exploring Communication Challenges in Online Teaching. Marketing Educator's Association ,
  • Baalbaki-Yassine, S., Black, S. G., Jackowski, M., Schofield, L. A. (2023). Toxicity and Positivity Across Genders: Feminine, Masculine, and Androgynous Consumer Characteristics. Journal of Business Diversity, 23(1), 49-63. .
  • Baalbaki-Yassine, S., Gilliard, J. D., Hoffman, L. D. (2023, April (2nd Quarter/Spring)). Instagram. Western Decision Sciences Institute.
  • Gilliard, J. D., Hoffman, L. D., Baalbaki-Yassine, S. (2023, April (2nd Quarter/Spring)). Zillow Group, Inc.: Changing The Way Americans Buy Homes. Western Decision Sciences Institute.
  • Hoffman, L. D., Gilliard, J. D., Baalbaki, S. (2022). New Belgium Brewing: What is its future after the acquisition?. Journal of Marketing Competitiveness and Development, 16(3), 1-10. .
  • Vowles, S. N., Baalbaki-Yassine, S., Lane, L. (2022, April (2nd Quarter/Spring)). Building a professional network to support marketing students: A case study. Marketing Educators Association Conference 2022.
  • Hoffman, L. D., Gilliard, J. D., Baalbaki-Yassine, S. (2022, April (2nd Quarter/Spring)). Patagonia, Inc.: A Socially Conscious Company. Western Decision Sciences Institute.
  • Jackowski, M., Schofield, A., Daughtrey, C., Baalbaki-Yassine, S. (2022, April (2nd Quarter/Spring)). The Search for Spontaneity: Adaptive Selling in the Sales Process and Corporate Training. Western Decision Sciences Institute.
  • Baalbaki-Yassine, S., Black, S. G., Jackowski, M., Schofield, L. A. (2022). Femininity, Masculinity, and Androgyny: An Assessment of Toxic and Positive Consumer Characteristics. Western Decision Sciences Institute,
  • Hoffman, L. D., Gilliard, J. D., Baalbaki-Yassine, S. (2022, April (2nd Quarter/Spring)). New Belgium Brewing: What Does Tomorrow Hold?. Western Decision Sciences Institute.
  • Bahl, A., Baalbaki-Yassine, S., Napalkova, A., Maldonado, E. (2021). Consumer Personality and Paradoxes of technology: Empirical Evidence from Cross-Cultural Analysis of Consumer Behavior with Technology-Based Products. ACADEMY OF INTERNATIONAL BUSINESS, US NORTHEAST Chapter conference 2021, https://www.aib.world/event/aib-us-northeast-2021-chapter-conference/
  • Guzman, F., Parris, L. D., Kennedy, E., Baalbaki-Yassine, S. . An overview of the top branding concepts from 2000 to 2019. [Manuscript submitted for publication]. Journal of Product and Brand Management.
  • Baalbaki-Yassine, S., Tran, T., Lin, W. (2020). How Personalized Advertising Affects Equity of Brands Advertised on Facebook? A Mediation Mechanism. Journal of Business Research.
  • Baalbaki-Yassine, S., Bahl, A., Lane, L., Vowles, S. N. (2020). Engaging Industry in the Creation of a Digital Marketing Program. Marketing Educator's Association,
  • Hoffman, L. D., Baalbaki-Yassine, S., Gilliard, J. D. (2020, April (2nd Quarter/Spring)). THE SPORTS GAMBLING INDUSTRY: HOW FANDUEL AND DRAFTKINGS ARE SUCCEEDING. Western Decision Sciences Institute
  • Baalbaki-Yassine, S., Hoffman, L. D., Gilliard, J. D. (2020, April (2nd Quarter/Spring)). What Happened to Gymboree?. Western Decision Sciences Institute
  • Hoffman, L. D., Gilliard, J. D., Baalbaki-Yassine, S. (2020). An Industry In Decline: Can US Horse Racing Turn the Corner?. Journal of Marketing Development and Competitiveness.
  • Baalbaki-Yassine, S., Guzman, F. . Do Consumers Migrate when a Retail Brand Goes Upscale?. Journal of Retailing.
  • Bahl, A., Baalbaki-Yassine, S. (2019). CREATING CONSUMER PERSONALITY PROFILE BY USING 3M MODEL AND PARADOXES OF TECHNOLOGY. Academy of Marketing Studies Journal, 23(4), 18. https://www.abacademies.org/journals/month-december-year-2019-vol-23-issue-4-journal-amsj-past-issue.html.
  • Gilliard, J. D., Hoffman, L. D., Baalbaki-Yassine, S. (2019). THE TOY INDUSTRY IS DECLINING: HOW CAN MATTEL, INC. SURVIVE?. Journal of Marketing Development and Competitiveness, 13(3), 53-67. .
  • Baalbaki-Yassine, S., Guzman, F., . . Branding Concepts: A Comprehensive Review. Journal of Marketing.
  • Schofield, L. A., Baalbaki-Yassine, S., Jackowski, M., Sherwood, S. (2019). The Importance of Social Selling Proficiency & the Development of a Social Selling Class. Journal of Sellinghttps://cob.niu.edu/academics/marketing/certificates/journal-of-selling/index.shtml.
  • Baalbaki-Yassine, S., Gilliard, J. D., Hoffman, L. D. (2019). IS LULULEMON ATHLETICA’S TURNAROUND SUSTAINABLE?. American Journal of Management.
  • Baalbaki-Yassine, S., Duber-Smith, C. D., Schofield, L. A., Sherwood, S. (2019, June). The Three B’s of Branding: Applying the Brand Evolution Process in Marketing Classes. Marketing Educators' Association Conference Proceedings 2019.
  • Bahl, A., Baalbaki-Yassine, S. (2019, April (2nd Quarter/Spring)). A ROAD TO CONSUMER’S PROFILE: THE METATHEORETICAL MODEL OF MOTIVATION/PERSONALITY AND CONSUMER PARADOXES OF TECHNOLOGY. International Conference on Advances in Business Management and Information Science (ICABMIS-2019).
  • Black, S. G., Baalbaki-Yassine, S., Vowles, S. N. (2019). Summary of Research in Marketing Education Journals. Marketing Educators' Association,
  • Gilliard, J. D., Hoffman, L. D., Baalbaki-Yassine, S. (2019, March). AN INDUSTRY IN DECLINE: CAN U.S. HORSE RACING SURVIVE?. Western Decision Sciences Institute.
  • Gilliard, J. D., Hoffman, L. D., Baalbaki-Yassine, S. (2018, Summer). Can Mattel Survive The Changing Environment In The Toy Industry?. Western Decision Sciences Institute
  • Baalbaki-Yassine, S., Jackowski, M., Schofield, L. A., Sherwood, S. (2018, Spring). The Importance of Social Selling Proficiency & the Development of a Social Selling Class. Marketing Educator's Association.
  • Gilliard, J. D., Baalbaki-Yassine, S., Hoffman, L. D. (2018, April (2nd Quarter/Spring)). IS LULULEMON ATHLETICA ON ITS WAY OUT?.
  • Baalbaki-Yassine, S. . Learner-Centered Education with Crossword Puzzles and Jeopardy . ,
  • Gilliard, J. D., Hoffman, L. D., Baalbaki-Yassine, S. (2017). Is Chipotle Mexican Grill Successfully Recovering from its Food-Related Incidents?. Journal of Marketing Development and Competitiveness, 11(4), 34-48. .
  • Baalbaki-Yassine, S., Tran, T., Lin, C. (2017, July (3rd Quarter/Summer)). How Personalized Advertising Affects Equity of Brands Advertised on Facebook? A Mediation Mechanism. American Marketing Association - Summer 2017.
  • Gilliard, J. D., Baalbaki-Yassine, S., Hoffman, L. D. (2017). The Fitbit Addiction: Will this Disruption Last?. Journal of Marketing Development and Competitiveness, 11(4), 86-103. .
  • Gilliard, J. D., Hoffman, L. D., Baalbaki-Yassine, S. (2017, April (2nd Quarter/Spring)). CAN CHIPOTLE MEXICAN GRILL RECOVER FROM ITS 2015 ADVERSITIES?. Western Decision Sciences Institute.
  • Schofield, L. A., Baalbaki-Yassine, S., Jackowski, M., Sherwood, S. (2017, Spring). Educating a New Generation: Millennials in the Classroom . Marketing Educator's Association.
  • Hoffman, L. D., Gilliard, J. D., Baalbaki, S. (2017, April (2nd Quarter/Spring)). Are you a Fitbit Addict? How Fitbit, Inc. has created a market need among consumers. Western Decision Sciences Conference Proceedings.
  • Bahl, A., Baalbaki-Yassine, S. (2016). How is a consumer's personality related to their paradoxical behavior with technology?. Fifth European Academic Research conference on Global Business, Economics, Finance and Banking, http://www.globalbizresearch.org/Turky_Conference_2016_Dec/conference_paper.php
  • Baalbaki-Yassine, S., Guzman, F. (2016). Consumer-Based Brand Equity. (). Routledge Companion.
  • Baalbaki-Yassine, S., Schofield, L. A., Vowles, S. N., Black, S. G., Sherwood, S. (2016, April (2nd Quarter/Spring)). Digital Sales Education using LinkedIn: Build Your Professional Brand. 2016 Marketing Educator's Association.
  • Black, S. G., Baalbaki-Yassine, S., Jackowski, M. (2016, April (2nd Quarter/Spring)). Measuring Androgyny and Assessing Its Impact on Consumer Behavior. Western Decision Sciences Institute 2016 Annual Conference.
  • Baalbaki-Yassine, S., Guzman, F. (2016). A Consumer-Perceived Consumer-Based Brand Equity Scale. Journal of Brand Management, 23(3), 229-251. .
  • Schofield, L. A., Baalbaki-Yassine, S., Black, S. G., Sherwood, S. (2016, March). Social Selling Considerations for the Sales Manager. 2016 National Conference in Sales Management.
  • Jaskari, M., Baalbaki-Yassine, S. . Comparing Higher Marketing Education in Finland and USA. Marketing Educator's Association,
  • Schofield, L. A., Baalbaki-Yassine, S., Black, S. G., Sherwood, S. (). Social Selling Considerations for the Sales Manager. National Conference in Sales Management.
  • Baalbaki-Yassine, S. (2015). Cross-Cultural Quotient. Diversity, Culture, Change Journal .
  • Baalbaki-Yassine, S. (2015). Cross-Cultural Quotient. Journal of International Diversity.
  • Baalbaki-Yassine, S., Black, S. G., Jackowski, M. (2015). Risky Student Behavior: Electronics Usage as a Predictor. Technology Management Journal, 1(2), 165-176. .
  • Baalbaki-Yassine, S., Black, S. G., Jackowski, M. (2015). Risky Student Behavior: Electronics Usage as a Predictor. Global Education Journal, 2016(2), 195-220. .
  • Baalbaki-Yassine, S., Black, S. G., Jackowski, M. (2015, April (2nd Quarter/Spring)). Treading the Perilous Waters of Staying Electronically Connected. Western Decisions Sciences Institute.
  • Schofield, L. A., Baalbaki-Yassine, S., Lewis, S. J., Sherwood, S. (). Experiential Learning: Make or Break a Sales Career?. Marketing Educators Association Conference.
  • Baalbaki-Yassine, S., Black, S. G., Lee, D., Sherwood, S. (2014). Attitudes, Opinions, and Characteristics: Creating a Profile of Sales Students. American Journal of Business and Management, 3(3), 130-142. .
  • Baalbaki-Yassine, S., Bahl, A., Black, S. G., Smith, G. (2014, April (2nd Quarter/Spring)). LAW 101 for Faculty: Avoiding Law Suits, EEOC Complaints, and Other Dangerous Animals. 2014 Marketing Educators Association Annual Conference.
  • Sherwood, S., Baalbaki-Yassine, S., Black, S. G., Lee, D. (2013, October (4th Quarter/Autumn)). Attitudes, Opinions, and Characteristics: Creating a Profile of Sales Students. MSU Denver, School of Business, Department of Marketing.
  • Vowles, S. N., Hutto, A., Baalbaki-Yassine, S., Duber-Smith, C. D. (2013, April (2nd Quarter/Spring)). Creating Processes for Client-Based Projects in Marketing Education. Marketing Educators Conference.
  • Baalbaki-Yassine, S. (2013, March). Brand Equity and Brand Equity Scale Developments: A Literature Review. Association of Marketing Theory and Practice.
  • Baalbaki-Yassine, S. (). Problems in Hypermarket Trade Channels: The Comparison of Procter & Gamble in the United States and Lebanese Markets. Society of Business, Industry, and Economics (SOBIE) 9th Conference.
  • Baalbaki-Yassine, S. (2005, Summer). The Classroom Experience: I can never give that up ... or can I?. Education without Borders Conference on E-Learning.