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Wang, Cheng Lu (full)
Cheng (Charlie)
Lu
Wang
Ph.D.
Chair, Professor
Business
Marketing & Quantitative Analysis
203.931.7209
MAXY226F
Maxcy Hall
About Me

    In the past five years (since 2009), I have Published 17 scholarly articles at referenced academic journals, most of them are at top tiered journals in the discipline with high impact factors. I am also the editor of the Handbook of Contemporary Marketing in China: Theories and Practices (published in 2011 by Nova Science Publishers, Inc.). My second edited book, Brand Management in Emerging Markets: Theories and Practices, is going to be published in 2014 by IGI Global Inc. In addition, I have contributed 2 book chapters, presented 10 articles at International conferences and given keynote speeches at several universities in China since 2009. I am the editor-in-chief of International Journal of Consumer Research, and the guest editor (and on editorial advisor board) of several academic journals.

    Because of my up-to-front research and publication in my discipline, I am able to disseminate my expertise and most advanced knowledge in my classroom teaching as well as supervising student research projects. For example, two articles that I worked with graduate students based on my supervised independent study projects have been published in peer reviewed journals.

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    Education

    PhD, Oklahoma State University, 1996. 

    Ed. S., University of Georgia, 1991.
    Major: Education Psychology 

    MA, Southeast Missouri State University, 1989.
    Major: Psychological Counseling

    BA, Shanghai Teacher's University, 1982.
    Major: Education Psychology

    Published Intellectual Contributions

    Book Chapters

    Wang, C. L., Barnes, B. (2010). The Chinese Notion of Guanxi. Handbook of Contemporary Marketing in China: Theories and Practices. Nova Science Publishers.

    Li, D., An, S., Wang, C. L. (2009). Country Image and Product Image of Chinese Products: An Empirical Study of Japanese Young Consumers' Perceptions. Business, Finance and Economics of China. Nova Science Publishers.

    Wang, C. L. (2007). The role of Self-Construal in Cross-Cultural Communications. Cross-Linguistic & Cross-Cultural Communication: Theory & Application in Language Teaching & Research. The World Chinese Publishing Company.

     

    Books

    Yen, D. A.-W., Barnes, B. R., Wang, C. L. (2011). Handbook of Contemporary Marketing in China: Theories and Practices. Nova Science Publishers. https://www.novapublishers.com/catalog/product_info.php?products_id=14097

    Wang, C. L. (1987). Interpersonal Psychology. Shanghai, China: Shanghai People's Publishing Inc..

     

    Journal Articles

    Wang, C. L. (2012). The Launch of the International Journal of Consumer Research. 1(1), 1-3. http://issuu.com/kimfam/docs/ijcr_v1n1?mode=window&viewMode=doublePage

    Hui, A. S. Y., Siu, N., Wang, C. L., Chang, L. (2001). An Investigation of Decision-Making Styles of Consumers in China. Journal of Consumer Affairs, 35(2), 326-345.

    Wang, C. L., Chan, A. (2001). Content Analysis of Connectedness vs. Separateness Themes Used in US and PRC Print Advertisements. International Marketing Review, 18(2), 145-159.

    Wang, C. L. (1996). The Degree of Standardization: A Contingent Framework for Global Marketing Strategy Development. Journal of Global Marketing, 10(1), 89-107.

     

    Refereed Journal Articles

    Zhang, H., Sun, X., Wang, C. L. (2013). Effects of customer fashion lifestyle on customer loyalty. Journal of Northeastern University, 34(4), 452-456.

    Niu, Y., Wang, C. L., Dong, L. (2013). Firm Resources and Entry-Related Advantages: An Empirical Study in China. Industrial Marketing Management, 42, 595-607.

    Wang, C. L., H. C. (2013). The Moderating Role of Managerial Ties in Market Orientation and Innovation: An Asian Perspective. Journal of Business Research, 66, 2431–2437.

    Chung, H., Wang, C. L., Huang, P. (2012). A Contingency Approach to International Marketing Strategy and Decision-making Structure among Exporting Firms. International Marketing Review, 29(1), 54-87. http://www.emeraldinsight.com/journals.htm?articleid=17015549&show=abstract

    Wu, R., Wang, C. L., Li, D., Ma, Y. (2012). Consumption goals, implementation intention and active consumption behavior. Journal of Marketing Science, 8(2), 64-78. http://www.jms.org.cn/read/28/5.pdf

    Wang, C. L., Barns, B., Li, D. (2012). Country Image, Product Image and Consumer Purchase Intention: Evidence from an Emerging Economy. International Business Review, 21(6), 1041-1051. http://www.sciencedirect.com/science/article/pii/S096959311100196X

    C., K., Wang, C. L. Online Shopper Behavior: Influences of Online Shopping Decision. Asian Journal of Business Research, 1(2), 66-74.

    Liu, L., Wang, C. L. (2012). The impact of regulatory focus and promotion framing on buying intention. Journal of Marketing Science, 8(2), 34-44. http://www.jms.org.cn/read/28/3.pdf

    Wang, C. L., Shi, Y., Barnes, B. (2012, in press). The Role of Satisfaction, Trust and Contractual Obligation on Long-Term Orientation among Chinese and Western Managers. To appear in Journal of Business Research.

    Wu, R., Wang, C. L., Du, L. (2012). The study of the effects of sunk cost, thrift value and controlled motivation on active consumption behavior. Nankai Business Review, 15(5), 114-128. http://www.emeraldinsight.com/products/journals/journals.htm?id=NBRI#news

    Yang, Z., Wang, C. L. (2011). Guanxi as a governance mechanism in business markets: Its characteristics, relevant theories, and future research directions. Industrial Marketing Management, 40(4), 492-495. http://www.sciencedirect.com/science/article/pii/S0019850110002087

    Yen, D., Barnes, B., Wang, C. L. (2011). The measurement of guanxi: Introducing the GRX scale. Industrial Marketing Management, 40, 97-108. http://www.sciencedirect.com/science/article/pii/S0019850110001732

    Wang, C. L., Li, D., G. F. (2010). Economic development and consumer marketing in contemporary China. Journal of Consumer Marketing, 27(7).

    Wang, C. L., Lin, X. (2010). Migration of Chinese Consumption Values: Traditions, Modernization, and Cultural Renaissance. Journal of Business Ethics, 88(3), 399-409. http://www.springerlink.com/content/f32507m5r780x1l6/

    Lin, X., Wang, C. L. (2010). The Heterogeneity of Chinese Consumer Values: A Dual Structure Explanation. Cross Cultural Management: An International Journal, 17(3), 244-256. http://www.emeraldinsight.com/journals.htm?articleid=1876003&show=abstract

    Wang, C. L. (2009). The Chinese Little Emperors: Marketing to Chinese Young Consumers. Young Consumers, 10(2), 95-97.

    Wang, C. L. (2008). Consumer Self-Construal and Marketing Communications: Theory and Implication. Journal of Global Business Advancement, 1(4), 433-444.

    Lin, X., Wang, C. L. (2008). Enforcement and Performance: The Role of Ownership, Legalism and Trust in International Joint Ventures. Journal of World Business, 43(3), 340-351. http://www.sciencedirect.com/science/article/pii/S1090951607000806

    Wang, C. L. (2008). Gender Differences in Responding to Sad Emotional Appeal: A Moderated Mediation Explanation. Journal of Nonprofit & Public Sector Marketing, 19(1), 55-70. http://www.tandfonline.com/doi/abs/10.1300/J054v19n01_03

    Wang, C. L., Barnes, B., Siu, N. (2008). The significance of trust and renqing in the long-term orientation of Chinese business-to-business relationships. Industrial Marketing Management, 37(7), 819-824. http://www.sciencedirect.com/science/article/pii/S0019850108000606

    Wang, C. L., Cui, G. (2008). Understanding the Rising Chinese Consumer. Journal of Consumer Behaviour: An International Research Review, 7(6), 421-423.

    Wang, C. L. (2007). Guanxi vs. Relationship Marketing: Exploring Underlying Differences. Industrial Marketing Management, 36(1), 81-86. http://www.sciencedirect.com/science/article/pii/S0019850105001173

    Wang, C. L., Browe, C. (2007). Web-Enabled Product ID System as a Tool in Pharmaceutical Marketing. International Journal of Pharmaceutical and Healthcare Marketing, 1(3), 226-233.

    Jiang, Y., Wang, C. L. (2006). The Impact of Affect on Service Quality and Satisfaction: The Moderation of Service Contexts. Journal of Service Marketing, 20(4/5), 211-218.

    Wang, C. L., Lin, X., Chan, A., Shi, Y. (2005). Conflict Handling Styles in International Joint Ventures: A Cross-Cultural and Cross-national Comparison. Management International Review, 45(1), 3-21.

    Wang, C. L., Ye, L. R., Zhang, Y., Nguyen, D.-D. (2005). Subscription-Based Web Services: What Makes Consumer Pay for Online Content? Journal of Electronic Commence Research, 6(4), 304-311.

    Wang, C. L., Siu, N., Hui, A. (2004). Consumer Decision-Making Styles on Domestic and Imported Brand Clothing. European Journal of Marketing, 38(1/2), 239-252.

    Wang, C. L., Chen, Z. X. (2004). Consumer Ethnocentrism and Willingness to Buy Domestic Products In A Developing Country Setting: Testing Moderating Effects. Journal of Consumer Marketing, 21(6), 391-400.

    Liu, S. S., Wang, C. L., Chan, A. C.-F., Chau, L. L.-F. (2004). Integration of Sales Force with Web-Based Technology – A Case of Pharmaceutical Industry. Journal of Business-to-Business Marketing, 11(1/2), 131-148.

    Wang, C. L., Siu, N., Hui, A. (2003). Demographics and Shopping Orientations for Apparel Products: A Hybrid Segmentation of Chinese Consumers. Journal of Asian Business, 18(3), 31-44.

    Lin, X., Wang, C. L. (2002). Relational Contexts of Conflict Resolution Strategies in International Joint Ventures: An Intra-Asian Case. Journal of Relationship Marketing, 1(3/4), 23-38.

    Siu, N., Wang, C. L., Chang, L., Hui, A. (2001). Adapting Consumer Style Inventory to Chinese Consumers: A Confirmatory Factor Analysis Approach. Journal of International Consumer Marketing, 13(2), 29-47.

    Zhang, J., Wang, C. L., Cheng, J. (2001). Chinese Online Consumers’ Responses to Web-Based Data Collection Efforts: A Comparison with U.S. Consumers. Journal of Database Marketing, 8(4), 360-369.

    Wang, C. L., Chan, A. K.K., Chen, Z. X. (2001). Segment Intenders and Non-intenders in China’s Property Market: A Hybrid Approach. Journal of Consumer Marketing, 18(4/5), 319-329.

    Wang, C. L. (2001). The Rise and Fall of Direct Selling in China: Lessons for International Marketers. Journal of International Marketing and Marketing Research, 26(3), 139-150.

    Wang, C. L., Bristol, T., Mowen, J., Chakraborty, G. (2000). Alternative Modes of Self-Construal: Dimensions of Connectedness-Separateness and Advertising Appeals to the Cultural and Gender-Specific Self. Journal of Consumer Psychology, 9(2), 107-115.

    Zhang, J., Wang, C. L., Cheng, J. (2000). Consumers’ Responses to Web-Based Data Collection Efforts and Factors Influencing the Responses. Journal of International Marketing and Marketing Research, 25(3), 115-123.

    Wang, C. L. (2000). Right Appeals for the 'Right Self': Connectedness-Separateness Self-Schema and Cross-Cultural Persuasion. Journal of Marketing Communications, 6(4), 1-13.

    Wang, C. L., Chen, Z. X., Chan, A., Chen, Z. Z. (2000). The Influence of Hedonic Value on Consumer Behaviors: An Empirical Investigation in China. Journal of Global Marketing, 14(1/2), 169-186.

    Wang, C. L., Mowen, J. C. (1997). AIM: Identifying Alliances for Professional Services: The Case of CPA Firms. Journal of Professional Service Marketing, 15(2), 55-68.

    Wang, C. L. (1997). Bases of International Market Segmentation. Journal of Segmentation in Marketing, 1(1), 5-21.

    Wang, C. L., Mowen, J. C. (1997). Separateness-Connectedness Self-Schema: Scale Development & Application to Message Construction. Psychology & Marketing, 14(2), 185-207.

    Wang, C. L. (1996). The Evolution of International Consumer Research: A Historical Assessment from the 1950s to the Mid-1990s. Journal of Euromarketing, 5(1), 57-81.

    Presentations Given

    Wang, C. L., He, J., Competing in China: Local Firms, Multinationals, and Alliances Research Conference, "The influence of cultural identity on purchase domestic vs. import brands," George Mason University, Fairfax, Virginia. (April 2013).

    Wang, C. L., "Guest Lecture," Zhejiang Wanli University, China, Zhejiang, China. (2012).

    Wang, C. L., "Guest Lecture," China Eastern Normal University, Shanghai, China. (2012).

    Wang, C. L., International Conference on Non-Intelligence Factors, "The asymmetric impact of framing on perceived value and buying intention across product types and genders," Shanghai Normal University, Shanghai, China. (October 13, 2012). 

    Wang, C. L., 2013 Annual Conference of China Marketing Science, "The impact of satisfaction and trust on long-term orientation: A comparison of Western and Chinese firms," Beijing, China. (August 2012).

    Wang, C. L., Journal Marketing Science Annual Conference, "The effect of consumer regret on word of mouth communication," Dalian. (August 2012).

    Wang, C. L., Intellectbase International Consortium Academic Conference, "What Factors influence Consumer Online Shopping decision?," San Antonio, Texas. (April 2012).

    Wang, C. L., Wu, R., Li, D., Journal Marketing Science Annual Conference, "Consumption Objectives and Active Consumption Behavior: Conceptual Development and an Empirical Investigation," Guangzhou, China. (August 2011).

    Wang, C. L., Shi, Y., International Academy of Business And Public Administration Disciplines Conference, "Examining The Role Of National Culture In Long-Term Orientation," Orlando, Florida. (January 2011).

    Wang, C. L., Li, D., American Marketing Association conference, "Country Image and Product Image: Decomposing The Country-of-Origin Effect," Boston, Massachusetts. (August 2010).

    Wang, C. L., Li, D., Wu, R., Li, Y., "The study of the relationship between product similarity evaluation and the purchase Intention to Shanzhai products," Annual Conference of China Association of Universities, Nanjin, China. (July 2010). 

    Wang, C. L., "Guest Lecture," Nankai University, Tianjin, China. (2009). 

    Wang, C. L., Li, D.-j., Wu, R.-j., "The Positive Consumption Behavior: Concept and Scale Development," Annual Conference of China Association of Universities, Gulin, China. (July 2009).

    Wang, C. L., "The Relationship Exchange in Chinese Business-to-Business Marketing," American Marketing Science, United States of America. (May 2009). 

    Wang, C. L., Annual Conference of China Marketing Association of Universities, at Shanxi University of Finance and Economic, "Manufactory Country Image and Product Image of China: Japanese Consumers' View," Shanxi, China. (August 2008).

    Wang, C. L., 2008 Global Marketing Conference, "The Heterogeneity of Chinese Consumption Values," Global Marketing Conference, Shanghai, China. (March 2008).

    Wang, C. L., Chinese Marketing Association of Universities 2007 Annual Conference, "Sad Emotional Appeal in Public Service Advertising," IMS-China International Conference on Statistics and Probability, China. (July 2007). 

    Wang, C. L., Association for Consumer Research conference, "Consumer Goal Orientation in Different Service Contexts: The Different Impacts of Affect on Perceived Quality and Satisfaction," Association for Consumer Research, Orlando, FL. (September 2006).

    Wang, C. L., 2006 IEEE International Conference on Service Operations and Logistics, and Informatics, "Satisfaction and Service Contexts: The Mediation of Consumption”, Goals," Shanghai, China. (June 21, 2006). 

    Wang, C. L., Cross-Cultural Aspects of Literacy and Communications: Bridging East with West and Today with Tomorrow, "Consumer Self-Construal and Cross-Cultural Communications: Theory and Implication," Xinjiang, China. (August 2005).

    Wang, C. L., 2004 International Conference on Service, "Affect and Satisfaction in Hedonic vs. Utilitarian Services." (2004).

    Wang, C. L., International Conference on Multinationals in China--Competition and Cooperation, "Conflict Resolution Strategies in International Joint Ventures: A Case in China," Guangzhou. China. (July 2004). 

    Judd, B., Wang, C. L., Asian Retailing and Distribution (SARD), "Revised Look of Direct Selling in China: Three Short Cases," Kobe, Japan. (April 2003).

    Wang, C. L., Chen, G., 2002 AIB Southeast Asia and Australia Regional Conference, "The Impact of Consumer Ethnocentrism on Willingness to Buy Domestic Products: Investigating the Moderating Variables In a Less Developed Countries," Shanghai, China. (July 2002).

    Wang, C. L., Siu, N., Marketing Communication in Changing Global Environment Conference Proceedings, "Consumer Shopping Orientation and Demographics: Implications to Marketing Communications," Hong Kong, China. (May 2002).

    Wang, C. L., International Conference on Theory of Entrepreneurship and the Growth of Firm, "Applying the Consumer Sentiment and Attitude-to-Debt constructs to Predict the Intention to Buy Housing: A Chinese Case," Zhong Shan University, China. (2001).

    Wang, C. L., The 8th Cross-Cultural Communication Conference Proceedings, "Different Ways of Self-Construal: Implications to Cross-Cultural Marketing Communication," Hong Kong, China. (2001).

    Lin, X., Wang, C. L., American Marketing Association Summer Educators Conference  Proceedings, "Relational Context of Conflict Resolution Strategies in International Joint Ventures: An Intra-Asia Case." (2000). 

    Wang, C. L., Chan, K. K., 1998 American Marketing Association Summer Educator's Proceeding: Enhancing Knowledge Development in Marketing, "Connectedness vs. separateness themes: A content analysis of print advertisements in the People's Republic of China and United States," American Marketing Association, Boston, Massachusetts. (1998).

    Wang, C. L., China International Business Symposium, "China's Multilevel Marketing in a Globalized Market," Shanghai, China. (1998). 

    Wang, C. L., 1997 American Marketing Educators' Proceedings: Enhancing Knowledge Development in Marketing, "An experimental investigation of the moderating role of the connectedness-separateness self-schema in cross-cultural advertising," American Marketing Association, Chicago, Ill. (1997). 

    Bristol, T., Wang, C. L., American Marketing Science Conference, "An Exploratory Study of the Effects of Problem-Solution Visuals on Brand Attitudes: The Moderating Effect of Familiarity." (1997).

    Wang, C. L., American Marketing Association Summer Educators Conference, "Right Appeals for the Right 'Self': The Moderating Role of Self-Schema in Cross-Cultural Advertising," American Marketing Association. (1996). 

    Wang, C. L., Southwestern Marketing Association Conference, "Global Standardization and Market Segmentation: A Review and A Contingency Approach." (1996).

    Professional Positions

    Academic

    Chairperson, Department of Marketing & Quantitative Analysis, University Research Scholar. (August 2009 - Present). 

    Professor of Marketing, University of New Haven. (August 2006 - Present).

    Associate Professor of Marketing, University of New Haven. (January 2001 - July 2006).

    Assistant Professor of Marketing, University of Maryland Eastern Shore. (January 2000 - December 2000).

    Assistant Professor of Marketing, Hong Kong Baptist University. (August 1996 - December 1999).

    Graduate Teaching Assistant, Oklahoma State University. (August 1992 - January 1996).

    Graduate Teaching Assistant, University of Georgia. (August 1989 - May 1991). 

    Assistant Lecturer, Shanghai Teacher's University. (August 1982 - June 1987).

    Professional Service

    Editorial Review Board Member, China Journal of Marketing Science Annual Conference. (January 2013 - December 2013). 

    Reviewer - External Tenure, City University of Hong Kong. (2013).

    Board of Advisors of a Company, Industrial Marketing Management. (January 2013 - December 2013).

    Reviewer, Ad Hoc Reviewer, Industrial Marketing Management. (2013).

    Editor, Journal Editor, International Journal of Consumer Research. (2012).

    Reviewer, Ad Hoc Reviewer, Journal of Business Research. (2012).

    Board of Advisors of a Company, Journal of Hospital Marketing and Public Relations. (2012). 

    Board of Advisors of a Company, Young Consumers. (2012).

    Editor, Textbook, Handbook of Contemporary Marketing in China: Theories and Practices. (2011).

    Reviewer - External Tenure, Hong Kong Baptist University. (2011).

    Reviewer, Grant Proposal, Hong Kong Earmark Research Grants Council, Hong Kong. (2011).

    Editor, Journal Editor, Industrial Marketing Management. (2011).

    Reviewer, Grant Proposal, City University of Hong Kong. (2010).

    Reviewer, Ad Hoc Reviewer, Journal of Advertising. (2010).

    Editor, Journal Editor, Journal of Consumer Marketing. (2010). 

    Editor, Journal Editor, Young Consumers. (2009). 

    Editor, Journal Editor, Journal of Consumer Behavior. (2008).

    Committee Member, Cross-Cultural Aspects of Literacy and Communications: Bridging East with West and Today with Tomorrow, Urumqi, Xinjiang. (2005).

    Teaching Experience

    University of New Haven

    MKTG 4598, Internship, 1 course.

    MKTG 609, Marketing, 1 course.

    MKTG 609, 1 course.

    MKTG 641, Marketing Management, 1 course.

    MKTG 6609, Marketing, 1 course.

    MKTG 6641, Marketing Management, 1 course.

    MKTG 6693, Internship, 1 course.

    MKTG 6695, Independent Study I, 2 courses.

       

    Non-Credit Instruction

    Independent Study, 20 participants. (January 2013 - December 2013).

Industry Experience
Curriculum Vitae