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Faculty

Yuko Minowa

Professor of Marketing

B.S., M.B.A., Ph.D., Rutgers, the State University of New Jersey

Description

Yuko Minowa is Professor of Marketing in the School of Business at the Brooklyn Campus of Long Island University in New York and a former visiting scholar in The Jerome A. Chazen Institute of Global Business/Graduate Business School of Columbia University, United States. Her research involves a theoretical study of consumption phenomena and consumer culture with a focus on consumption rituals, interpretive research methods, semiotic analysis of cultural media, experiential consumption of art and music, gender, and historical inquiry of marketing and consumer culture. She has published edited volumes, and scholarly papers in refereed journals, conference proceedings, and books. 

Minowa teaches marketing strategy and consumer behavior and has connected her students with the community through experiential learning projects. By utilizing marketing tools, she and her students have promoted social causes and assisted small business owners in New York City. Their past projects include: developing the brand strategy for a jeweler in NoHo (Kimi Wear); evaluating the relationship marketing of the on-campus blood drive campaign (New York Blood Center); and developing integrated marketing communication plans for downtown Brooklyn (MetroTech BID). 

For her profession, Minowa has served as a board member and a reviewer for refereed scholarly journals. She has also served as a session chair, a track co-chair, a discussant, a reviewer, and a program committee member for national and international academic conferences. At LIU Brooklyn, she has served as the interim chair and the acting chair of the Managerial Science Department, the area coordinator of Marketing, the chair of numerous committees and an adviser of student associations. Twenty of her past students were recipients of grants from the Advertising Club of New York Foundation, and ten were selected for the American Advertising Federation’s Most Promising Minority Students Program (three of them were among the Top 25 in the nation). One of her past students won the Advertising Club of New York Advertising Person of the Year / Silver Medal Scholarship.

Specialties

Marketing, Consumer Behavior

Publications

  • Author, “Labyrinth of Feminine Beauty: Onnagata in Modern Japanese Advertising,” published in the Journal of Historical Research in Marketing 
  • Author, “Navigating the Shadow of Death: Vital Possessions of Marginalized Consumers,” published in Carnets de la Consommation 
  • Co-editor, Consumer Culture Theory in Asia: History and Contemporary Issues, published by Routledge, New York & London. 
  • Author, “Solitary Death is Elsewhere: The Making of Memorial Community,” published in Consumer Culture Theory in Asia: History and Contemporary Issues 
  • Co-author, “Gifts and Agency: A History of Cultural Diffusion,” published in Japan Marketing History Review 
  • Co-author, “Agency of Objects in Shifting Time and Place,” published in Advances in Consumer Research 
  • Author, “A Review on Consumer Behavior over the Life Course: Research Frontiers and New Directions by George Moschis,” published in Psychology and Marketing 
  • Co-author, “Qualitative Approach to Life Course Research: Linking Life Story to Gift Giving,” published in the Journal of Global Scholars of Marketing Science 
  • Author, “Death Rituals, Social Sustainability, and Market System Co-creation in Japan,” published in Research in Consumer Culture Theory 
  • Co-author, “Population Management and Social Sustainability: Precarious Consumers in Asia,” published in Research in Consumer Culture Theory 
  • Co-author, “The femme fatale in Vogue: Femininity ideologies in Fin-de-siècle America,” published in the Journal of Macromarketing 
  • Co-editor, Gifts, Romance, and Consumer Culture, published by Routledge, New York & London 
  • Co-author, “Romantic Gift Giving of Mature Consumers: A Storgic Love Paradigm,” published in Gifts, Romance, and Consumer Culture 
  • Co-author, “Practicing Masculinity and Reciprocation in Gendered Gift-Giving Rituals: White Day in Japan, 1980-2009,” published in Gifts, Romance, and Consumer Culture 
  • Co-author, “Gifts and Nationalism in Wartime Japan,” published in the Journal of Macromarketing 
  • Co-author, “Ad hoc Japonisme: How National Identity Rhetorics Work in Japanese Advertising,” published in Consumption, Markets & Culture 
  • Author, “Feline Fetish and Marketplace Animism,” published in Brand Mascots: And Other Marketing Animals 
  • Co-author, “Visual Representations of Violent Women,” published in Visual Communications Quarterly 
  • Co-author, “Public Markets: An Ecological Perspective to Sustainability as a Megatrend,” published in the Journal of Macromarketing 
  • Author, “Hiraga Gennai: The Renaissance Marketer of Eighteenth Century Japan,” published in the Journal of Historical Research in Marketing 
  • Co-author, “‘Make Someone Happy’: Romantic Gift Giving of Teenagers in Japan,” published in European Advances in Consumer Research 
  • Co-author, “‘I Would Want a Magic Gift’ Desire for Romantic Gift Giving and the Cultural Fantasies of Baby Boomers in Japan,” published in Advances in Consumer Research  
  • Co-author, “From Commitment to Detachment: A Historical Analysis of Gift Advertisements by Department Stores in Japan, 1963-2008,” published in Advances in Consumer Research 
  • Co-author, “Spectator Consumption Practices at the Roman Games,” published in the Journal of Historical Research in Marketing 
  • Author, “Practicing Qi and Consuming Ki: Folk Epistemology and Consumption Rituals in Japan,” published in Marketing Theory  
  • Co-author, “Researchers’ Introspection for Multi-sited Ethnographers: A Xenoheteroglossic Autoethnography,” published in the Journal of Business Research 
  • Co-author, “Social Change and Gendered Gift Giving Rituals: A Historical Analysis of Valentine’s Day in Japan,” published in the Journal of Macromarketing  
  • Co-author, “State Promotion of Consumerism in Safavid Iran: Shah Abbas I and Royal Silk Textiles,” published in the Journal of Historical Research in Marketing  
  • Co-author, “Consuming the Black Gospel Culture: An Interpretive Study of Symbolic Exchanges,” published in Advances in Consumer Research 
  • Author, “The Importance of Being Earnest and Playful: Consuming the Rituals of West Indian American Day Carnival and Parade,” published in European Advances in Consumer Research 
  • Author, “Elixir of Eternal Life or Libation to Ethnic Spirits: The Meanings of Tea in Japan,” published in European Advances in Consumer Research  
  • Author, “Rhapsody in Pearl,” published in The Strad  
  • Co-Author, “Love My Gift, Love Me or is it Love Me, Love My Gift: A Study of The Cultural Construction of Romantic Gift-Giving among Japanese Couples,” published in Advances in Consumer Research  
  • Co-Author, “Optimal Pricing Strategies for Primary and Contingent Products under Duopoly Environment,” published in Dynamic Competitive Analysis in Marketing: Lecture Notes in Economics and Mathematical Systems 
  • Co-Author, “‘Are They Saying the Same Thing’? An Exploratory Study of Japanese and American Automobile Advertising,” published in Global and Multinational Advertising 

Honors/Awards

  • Co-investigator, Research Grant, Yoshida Hideo Memorial Foundation
  • Recipient, Letter of Recognition, American Advertising Federation
  • Fellow, Doctoral Consortium, American Marketing Association

Professional Affiliations

    • Member, Association for Consumer Research  

  • Member, American Marketing Association  
  • Member, Consumer Culture Theory Consortium