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Yuko Minowa

Professor of Marketing

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


Prof. Yuko Minowa conducts consumer research, and her current research interests include: consumer culture theory, experiential consumption of art and music, consumption rituals, symbolic exchanges and consuming desires in the utopian marketplace, historical inquiry of marketing and consumption, and transformative consumer research. She has published scholarly papers in refereed journals, conference proceedings and books.

Minowa teaches consumer behavior and marketing management and has connected her students with the community through experiential learning projects. By utilizing marketing tools, she and her students promote social causes and assist 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 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 served as the acting chair of the Managerial Science Department, 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). In 2008, one of her students was the sole winner of the Advertising Club of New York Advertising Person of the Year / Silver Medal Scholarship.


Marketing, Consumer Behavior


  • 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


  • 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