Profile

Professor Wang is the chair professor of Marketing and the director of China Brand Center, Sun Yat-sen Business School, Sun Yat-sen University, Guangzhou, China. He is currently the Co-editor of Journal of Marketing Science, which represents the biggest and the most influential marketing community in China, including one journal, one annual conference with annual doctoral colloquium. As a leading scholar in the field of brand strategic management, he integrates the approaches and philosophies of consumer behavior into the brand strategies, and his research territory is built upon two pillars, namely, the product or corporate brand and the country or the made in brand.
Prof. Wang won Ph.D (Marketing) from Sun Yat-sen University and completed his postdoctoral program from SEM, Tsinghua University. After that, he joined the marketing group at Sun Yat-sen University. Prof. Wang visited Ross School of Business of th/e University of Michigan as a visiting scholar and Harvard Business School as a case teaching & case writing program participant.
Prof. Wang has published a number of influential papers in top tier journals, including both International (e.g., Journal of Consumer Psychology, Journal of Academy of Marketing Science, Journal of Retailing, etc.) and China (e.g., Economy Research Journal, The Management World, etc.) journals, and also published series of books. He has won several key research grants awarded by The Nature Science Foundation of China (NSFC), The Ministry of Education of China, etc.
Prof. Wang has been invited to give talks to major domestic universities such as Tsinghua University, Nankai University, Cheung Kong Graduate School of Business, Xiamen University, Northeastern University, Northwestern University, South University of Science & Technology, etc.) and overseas academics such as University of Western Australia (AU), Pittsburgh University(US), Eastern Michigan University(US), University of Auckland(NZ), Curtin University(AU), Korea Advanced Institute of Science and Technology(KAIST, Korea), Edith Cowan University (AU), Waikato University(NZ), Griffith University (AU), etc.. Also, he offered consulting services for governments (central and local governments) and Global Fortune Top 500 companies (such as Google, P&G, AEON-Japan, Kotra-Korea, China Midea Group, China Mobile, China Telecom, China Unicom, Bank of China, China Resources Group, Sinopec Group，China South Airlines and China Eastern Airlines among many others).
Prof. Wang’s marketing thoughts around China Own-Brand Strategies, Building China Global Brands, Branding Strategies of Made in China, etc., are reported by both Chinese and international media, including Bloomberg International, People's Daily, Xinhua News Agency, CCTV, etc.

Public Academic Service & Leadership Positions

Prof. Haizhong WANG is active in participating in pushing marketing academic research to go to the more advanced level in Asia Pacific Region or China, also facilitating marketing research into the fine applications cross industries, governments or non-profit organizations. He takes leadership positions at premium journals, academic associations, or local and global conferences, etc.
1.Co-editor, Journal of Marketing Science (since 2016)
The Journal of Marketing Science, JMS, represents the biggest and the most influential marketing community in China, including one journal, one annual conference with annual doctoral colloquium.
2.Deputy Director, Marketing Committee of China Management Association (CMA) (since 2016)
Marketing Committee is affiliated to China Management Association (CMA) and CMA represents the biggest and the most influential management community in China, including all management disciplines, business administration, public administration, management science and engineering, etc.
3.Deputy Chairman, Chinese Marketing Association of University (CMAU) (since 2019)

Education Background

Visiting Scholar, Ross School of Business, The University of Michigan,USA
Post-Doctoral, Tsinghua University, Marketing, Beijing, China
PhD, Sun Yat-sen University, Marketing, Guangzhou, China
M.A., Sichuan University, Demography, Chengdu, China
B.A., Southwestern University of Finance and Economics, Economics, Chengdu, China

Employment History

Professor, Sun Yat-sen University, China, Since 2005
Visiting Scholar, University of Michigan, USA, 2009-2010
Postdoctoral Researcher, Tsinghua University, China, 2003-2005
Associate Professor, Guangdong University of Business Studies, China, 1996-2003
Senior Consultant, Retail Research, South China Market Research, China, 1997-1998
Assistant professor, Guangdong University of Business Studies, China, 1996-1998
Assistant professor, Sichuan University, China, 1992-1996

Research Interests

Consumer-based brand strategy---product/corporate brand and country/made in brand
Marketing in Digital Era---AI, VR and Avatar Marketing
Consumer behavior

Teaching Courses

Marketing Classic Readings (PhD Students)
Strategic Brand Management Frontiers (PhD Students)
Marketing Frontiers (Master-research)
Brand management, Marketing Management (MBA & EMBA)
Marketing Principles (Undergraduate)

University Public Services (since 2007)

Chair Professor of Marketing, Management School, Sun Yat-sen University, 2015-the Present
Chair of marketing Department, Management School, Sun Yat-Sen University, 2008-2015
Director of China Brand Center, Sun Yat-Sen University, 2008-the Present
Membership, Business Administration Degree Awarding Committee, Management School, Sun Yat-Sen University, 2008-the Present
Membership, the Faculty Position Promotion Committee, Management School, Sun Yat-Sen University, 2008-the Present
Membership, the Faculty Position Promotion Committee, Psychology Department, Sun Yat-Sen University, 2009-2015
Selected Publications in Refereed Journals

A.English Papers at International Journals

1.Haizhong Wang, Hong Yuan, Xiaolin Li & Huaxi Li (2019), The Impact of Psychological Identification with Home-name Stocks on Investor Behavior: An Empirical and Experimental Investigation, Journal of Academy of Marketing Science, 47（6）(November): 986-1004 (FT, Q1, SSCI).
2.Haizhong Wang, Rajeev Batra & Zengxiang Chen (2016). The Moderating Role of Dialecticism in Consumer Responses to Product Information. Journal of Consumer Psychology, 26(3): 381-394. (FT, Q1, SSCI).
3.Wumei Liu, Rajeev Batra & Haizhong Wang (2017). Product Touch and Consumers’ Online and Offline Buying: The Role of Mental Representation. Journal of Retailing, 93(3): 369–381. (Q1, SSCI).
4.Haizhong Wang, Manqiong Shen, Yiping Amy Song & Ian Phau (2020). Do Up-displayed Eco-friendly Products Always Perform Better? The Moderating Role of Psychological Distance. Journal of Business Research, 114: 198-212（Q1，SSCI）
5.Haizhong Wang & Di Liu (2020), The Differentiated Impact of Perceived Brand Competence Type on Brand Extension Evaluation, Journal of Business Research，117：400-410（Q1，SSCI）
6.Jiaolong Xue, Xinjian Liang, Tao Xie & Haizhong Wang (2020). See now, act now: How to interact with customers to enhance social commerce engagement? Information and Management, 57(2020),103324 (Q1, SSCI)
7.Lianxi Zhou, Patrick Poon & Haizhong Wang (2015). Consumers’ Reactions to Global Versus Local Advertising Appeals: A Test of Culturally Incongruent Images in China. Journal of Business Research, 68(3): 561–568. (Q1, SSCI).
8.Bing Shi, Haizhong Wang & Wumei Liu (2018). Dialectical Mind Can Be Sweet Toward Crisis-associated Products/Brands. Psychology and Marketing, 35(1). (SSCI).
9.Hongyan Jiang, Jianping Liang & Haizhong Wang (2016). The Interplay of Emotion, Elaboration, and Ambivalence on Attitude–Behavior Consistency. Journal of Consumer Behavior, 15(2): 126–135. (SSCI).
10.Haizhong Wang, Paul Chao & Jingyi Wang (2015). Effects of Fit, Consumer Involvement and the Number of Celebrities on Consumer Behavior in an Emerging Market. Journal of International Consumer Marketing, 27(5): 388-402. (SSCI).
11.Chen Yang, Haizhong Wang & Ke Zhong (2015). Consumers' Processing Mindset as a Moderator of the Effect of Country-of-origin Product Stereotype. Social Behavior and Personality, 43 (8):1371–1384. (SSCI).
12.Geng Cui, Xiaoyan Yang, Hongyan Liu & Haizhong Wang (2013). Culture, Cognitive Style and Consumer Response to Informational vs. Transformational Advertising among East Asians: Evidence from the PRC. Asia Pacific Business Review, 19(1): 16-31. (SSCI).
13.Geng Cui, Xiaoyang Yang, Haizhong Wang & Hongyan Liu (2012). Culturally Incongruent Messages in International Advertising. International Journal of Advertising, 31(2): 355-376. (SSCI).
14.Yong Li & Haizhong Wang (2010). Bayesian Analysis for Finite Mixture in Non-Recursive Non-Linear Structural Equation Models, British Journal of Mathematical and Statistical Psychology, 63:361-377. (SSCI).

B.Chinese Paper at Top-tier Chinese Journals

1.Haizhong Wang, Jianying Ouyang, and Xuanzhen Chen, Movie Sequel’s Naming Strategies and Its Impact on Marketing Performance (2019), Journal of Management Science in China, 22(11) (November): 19-32
2.Haizhong Wang, and Yi Yan (2018). The Positive Spillover Effect of Customer’s Participation in New Product Idea Brainstorming on Self-Brand Connection: The Mediation Role of Mental Simulation. Nankai Business Review, 21(1): 132-145.
3.Haizhong Wang, Xiaowen Fan, and Jianying Ouyang (2017). Consumer Self-construal, Need of Uniqueness and Preference of Brand Logo Shape. Acta Psychologica Sinica, 49(8): 1113-1124.
4.Di Liu, and Haizhong Wang (2017). Negative Emotion Effects of Anthropomorphic Advertising: Mediating Role of Guilt. Acta Psychologica Sinica, 49 (1):128-137.
5.Hongyan Jiang, Haizhong Wang, Yun He, and Li Zhu (2016). The Synergistic Effect Between Corporate Image and Product’s Superior Benefits: A Stereotype Content Model Approach. Acta Psychologica Sinica, 48(1): 95-105.
6.Chen Yang, Haizhong Wang, and Jingyi Wang (2016). The Trees or the Forest? The Research on the Influence Mechanism of Consumers’ Mindset on Negative COO Effect of the Emerging Countries. Nankai Business Review, 19(2): 157-169.
7.Ke Zhong, and Haizhong Wang (2015). Brand Elongation Effect: The Impact of Logo Shape on Estimation to Products’ Time-related Attributes and Brand Evaluation. Nankai Business Review, 18 (1): 64-76.
8.Yang Tian, Haizhong Wang, Wumei Liu, Liu He, and Yunhui Huang (2014). Can Brand Commitment Resist Negative Publicity?--the Moderate Effect of Regulatory Focus. Acta Psychologica Sinica, 46(6): 864-875.
9.Ke Zhong, Haizhong Wang, and Chen Yang (2014). Sensory Marketing Strategy in Service Failure: An Empirical Study of the Positive Effect of the Haptic Experience on Consumer Attitude. China Industrial Economy, 1: 114-126.
10.Wumei Liu, Haizhong Wang, and Liu He (2014). When One Is Dying, Will H/She Buy Domestic Products? Exploring Whether, Why and When the Exposure to Death-related Information Will (Not) Increase Domestic Brand Choices. Acta Psychologica Sinica, 46(11): 1748-1759.
11.Chen Yang, Haizhong Wang, and Ke Zhong (2013). The Positive Effect of Underdog Brand Biography on Consumer Purchase Intention of the Acquired Brand after Inferior-to-Superior Cross-border M&A. China Industrial Economy, 2: 143-155.
12.Junsheng Yu, Haizhong Wang, and Liu He (2013). Research on the Mechanism and Marketing Value of Underdog Symbol: the Perspective of Underdog Image Star Jeremy Lin. China Soft Science, 12: 185-192,
13.Hongyan Liu, Aimei Li, Haizhong Wang, and Haiying Wei (2012). The Effect of Promotion Types on Consumers’ Purchase Decisions: From the Perspective of Construal Level Theory. Acta Psychologica Sinica, 44 (8): 1100-1113.
14.Haizhong Wang, Shen Qin, and Di Liu (2012). Decision-Making for Brand Prominence of Luxury Goods：High-profile or Low-profile. China Industrial Economy, 11: 148-160.
15.Haizhong Wang, and Junyang Wang (2012). The Effect of Ingredient Brand Strategies on Product Distinctiveness Evaluation: The Moderating Role of Self-construal and Product Nature. Nankai Business Review, 15(4): 111-117.
16.Haizhong Wang, Zengxiang Chen, and Bo Shima (2011). A Study on the Influencing Mechanism of Brand Redeployment Policy on New Products Evaluation in Transnational M&A. China Industrial Economy, 11: 100-108.
17.Liu He, Haizhong Wang, and Yang Tian (2011). The Effect of Brand Identification on Merger and Acquisition. China Soft Science, 4: 145-153.
18.Liu He, Haizhong Wang, Bangzhu Zhu, and Yang Tian (2011). The Research of the Endorsement Spillover Effect of Celebrity Multi-brand/product Portfolio. Management World, 4: 111-121.
19.Haizhong Wang, Zengxiang Chen, and Lu Yin (2009). The Impacts of Corporate Message Portfolio: The Vertical and Horizontal Spillover Effects. Nankai Business Review, 12(1): 84-89.
20.Hongyan Liu, Haizhong Wang, and Yuhuang Zheng (2008). The Magnification Effects of Trivial Attributes on Brand Ratings. China Industrial Economy, 12: 103-112.
21.Haizhong Wang, and Ping Zhao (2008). How Does Corporate Brand Image Impact Distributors’ Long-term Relationship Orientation. China Industrial Economy, 3: 93-100.
22.Haizhong Wang, Jingxue Wang, and Yun He (2007). The Suggestive Effects of Brand Naming, County-of-origin, Price on Quality Perception and Purchase Willingness: An Empirical Study in China. Nankai Business Review, 10(6): 19-25.
23.Haizhong Wang, Chunling Yu, and Ping Zhao (2006). The Relationship between Consumer Model of Brand Equity and Product Market Output Model. Management World, 1: 106-119.
24.Haizhong Wang (2006). Consumer Ethnocentrism and Consumer Ethno-apathetic Tendency: An Empirical Test in China. Nankai Business Review, 9(5): 107-112.
25.Haizhong Wang, Chunling Yu, and Ping Zhao (2005). The Duality of Consumer Ethnocentrism and Its Market Strategic Significance. Management World, 2: 96-107.
26.Haizhong Wang (2005). Segmenting and Profiling of Chinese Consumer Generations Based on Consumer Ethnocentrism. Journal of Management Sciences in China, 6: 88-96.
27.Chunling Yu, Haizhong Wang, and Ping Zhao (2005). Analysis on the Regional Differences of Perceived Brand Value Drove Loyalty. China Industrial Economy, 12: 115-121.
28.Haizhong Wang, and Ping Zhao (2004). Country of Brand Effect: An Empirical Study in China and Its Marketing Managerial Implications. China Industrial Economy, 1: 75-82.
29.Haizhong Wang, and Ping Zhao (2004). A Research on Market Segmentation Based on Consumer Ethnocentrism Tendency. Management World, 5: 88-96.
30.Haizhong Wang (2003). Consumer Ethnocentrism: An Empirical Test in China and Its Marketing Managerial Implications. Nankai Business Review, 6(4): 31-36.
31.Haizhong Wang (2002). Country of Origin Effect and Its Managerial Implications to Chinese Companies in the Global Market Arena. China Industrial Economy, 5: 91-96.
 

Selected Books

[1] Haizhong Wang. 2014. Advanced Brand Management, Beijing: Tsinghua University Press
[2] Haizhong Wang. 2014. Brand Management, Beijing: Tisnghua University Press
[3] Haizhong Wang. 2012. Restructuring the World Brand Territory: The Roadmaps for Chinese Firms to Build Global Strong Brands, Beijing: Peking University Press
[4] Haizhong Wang. 2013. Financial Brand Marketing Innovation in China. Guangzhou, Nanfang Daily Press.
[5] Haizhong Wang. 2009. Brand Leveraging Strategy: Theoretical Insights and Lessons from Chinese Brands, Beijing: Posts and Telecom Press
[6] Haizhong Wang. 2006. Brand Equity in China: From Measurement Model to Implementation Strategies, Beijing: Tsinghua University Publishing House
[7] Haizhong Wang. 2002. Consumer Ethnocentrism in China, Beijing: Economic Management Publishing House

Research Grants

[1]Research on the Theoretical Innovation of Brand Construction under the Background of Economic Transition and Internationalization (71832015), Nature Science Fund of China (NSFC), 2019-2023 (Key Grant)
[2]The Impact of Time-Oriented Social Exclusion on Friendly Consumption (71572207), Nature Science Fund of China (NSFC), 2016-2019 (Great Project)
[3]The Change of Country of Origin Stereotyping (71172164), Nature Science Fund of China (NSFC), 2012-2016 (Great Project)
[4]Building Global Brand from China (08JZD0019), State Ministry of Education of China, 2008-2011 (Key Grant)
[5]The Effects of Corporate Image Dimension and Its Influence on Long-term Relationship of Market Network Members (70772081), Nature Science Fund of China (NSFC), 2008-2010 (Great Project)
[6]The Effects of Consumers’ Ethnocentric Tendency on the Their Purchasing Intention of National Product Brands (70472011), Nature Science Fund of China (NSFC), 2004-2006 (Great Project)

Selected Keynote Speeches--- Overseas

1.China Brands: Profiles, General Conclusions, Research Insights, Business School, University of Auckland, November 27, 2019
2.Perceived Competence of Parent Brands and Its Impact on Brand Extension Success, Management School, Waikato University, November 29, 2019
3.The Differentiated Impact of Perceived Brand Competence Type on Brand Extension Evaluation, UWA Business School, University of Western Australia, May of 2019
4.Perceived Brand Competence Types and Their Impact on Brand Extension Evaluation, School of Business & Law, Edith Cowan University (Perth, Australia), May of 2019
5.Geography of Consumer Consumption, Korean Marketing Association (Annual Conference, Seoul, Korea), March of 2012
6.China Market Heterogeneity and The Emerging Marketing Opportunities, Business School of Eastern Michigan University (Ypsilanti, MI, USA), October of 2009
7.Corporate Brand Asset and Its Impact on Distribution Channel Cooperation, Department of Marketing, City University of Hong Kong, May of 2007
8.Booming but Heterogenous China Consumer Market and Differentiated Marketing, Korea Advanced Institute of Science and Technology (KAIST), May of 2006
9.Not Only West Meet East But Also North Meet South: How to Build Differentiated Partnership Relationship throughout China, Tecnologico De Monterrey (Mexico), June of 2005
10.Emerging Harvests after Hard Exploring: MNCs’ First 15 Years in China Market, Katz Business School, University of Pittsburgh (Beijing Mobile Course Program), March of 2005

Selected Keynote Speeches-----Domestic

Tsinghua University (Beijing),
Nankai University (Tianjin),
Cheung Kong Graduate School of Business (Beijing),
Xiamen University (Xiamen),
Lanzhou University (Lanzhou),
Shanghai University of Finance & Economics (Shanghai),
Northeastern University (Shengyang),
Northwestern University (Xian),
Fuzhou University (Fuzhou),
South University of Science and Technology (Shenzhen),
Agriculture University of Central China (Wuhan),
Sihezi University (Sihezi),
Shantou University (Shantou),
Southwest University of Political Science and Law (Chongqing),
Chongqing University of Technology (Chongqing),
The Natural Science Fund of China,
China Association of Marketing Colleges and Universities,

Outputs of Ph.D Students Supervision (some in academics)

Nankai University (Tianjin)
Lanzhou University (Lanzhou)
Sichuan University (Chengdu)
South China University of Technology (Guangzhou)
Jinan University (Guangzhou)
China University of Mining and Technology (Xuzhou)
Hainan University (Haikou)
Sichuan University (Chengdu)

Editorial Responsibilities
Editor
Co-editor, Journal of Marketing Science, Since 2016

Selected Ad Hoc Reviewers

Journal of Marketing Science,
Journal of Management Science
Nankai Business Review

Selected Professional Associations

Co-editor, Journal of Marketing Science
China Marketing Association
China Market Association of University
China Management Association
Marketing Science Institute