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About Sally
Sally Baalbaki-Yassine, Ph.D., is the Chair and Professor of Marketing in the Department of Marketing at Metropolitan State University of Denver's College of Business. She holds a Ph.D. in Marketing from the University of North Texas in 2012, a Master’s in Marketing from the University of North Alabama in 2007, and a Bachelor’s in Marketing from the American University of Beirut in 2005. Prior to her academic career, Baalbaki-Yassine worked as an international sales coordinator at Sovana and as an account executive in the Customer Business Development Department at Transmed, a distributor for Procter & Gamble in Beirut, Lebanon. She possesses skills in statistics, market research, analytical skills, and brand management, with expertise in multicultural marketing, branding, cross-cultural issues, and international issues. Baalbaki-Yassine is certified in the Hootsuite Platform, bilingual in Arabic, and serves on the board of directors of the Marketing Educators Association.
Baalbaki-Yassine's research specializations include branding, brand equity, cross-cultural marketing, retailing, and consumer behavior. Her publication “A consumer-perceived consumer-based brand equity scale,” co-authored with Francisco Guzmán, appeared in the Journal of Brand Management in 2016 and has received 377 citations. Another key work, “How personalized advertising affects equity of brands advertised on Facebook?,” published in the Journal of Business Research in 2020, has 119 citations. She also authored “Consumer perception of brand equity measurement: A new scale” in 2012, with 89 citations. Notable case studies include “Zillow Group, Inc.: Changing the Way Americans Buy Homes” (Journal of Marketing Development and Competitiveness, 2024), co-authored with David Lynn Hoffman and Debora J. Gilliard, which won the Best Case Studies Paper award at the 2023 Western Decision Sciences Institute Conference. Additional publications cover “The Fitbit Addiction: Will This Disruption Last?” (2017), “Consumer-based brand equity” in The Routledge Companion to Contemporary Brand Management (2016), “Is Chipotle Mexican Grill successfully recovering from its food-related incidents?” (2017), “Is Lululemon Athletica's Turnaround Sustainable?” (2019), and “New Belgium Brewing: What Is Its Future After the Acquisition?” (2022).