Education
Ph D, Marketing, Drexel University, 2014
MBA, Mass Communication, Washington State University, 2008
BA, Business English, Beihang University, 2000
Hua Chang
Associate Professor, Department of Marketing
Currently Teaching
- Spring: MKTG341.005 - Marketing and Creativity
- Spring: MKTG881.001 - Marketing Intelligence Project
Areas of Expertise
Brand Management
Internet MarketingConsumer BehaviorSelected Publications and Presentations
- Let’s focus on the magic of an artist: the artist contagion effect on products that feature art,
Publisher: European Journal of Marketing, January (1st Quarter/Winter), 2025 - When does customization improve brand attitude?,
Publisher: Journal of Product & Brand Management, December, 2023 - Mental conversion: a customer service strategy impacting shopping experiences ,
Publisher: Journal of Services Marketing, March, 2023 - An integrated model of congruence and credibility in celebrity endorsement,
Publisher: International Journal of Advertising, October (4th Quarter/Autumn), 2022 - Contesting Dishonesty: When and Why Perspective-Taking Decreases Ethical Tolerance of Marketplace Deception,
Publisher: Journal of Business Ethics, July (3rd Quarter/Summer), 2022 - How counterfeit dominance affects luxury fashion brand owners’ perceptions: A cross-cultural examination,
Publisher: Journal of Business Research, March, 2021 - Not All Organic Food is Created Equal: The Role of Perceived Authenticity and Construal Level,
Publisher: Journal of Marketing Communications, October (4th Quarter/Autumn), 2019 - Psychological Contract Breach and Customer Satisfaction: A Study of Online Shopping,
Publisher: Services Marketing Quarterly, May, 2019 - Artist - Brand Alliances to Target New Consumers: Can Visual Artists Recruit New Consumers to a Brand?,
Publisher: Journal of Product & Brand Management, May, 2018 - Using brand alliances with artists to expand retail brand personality,
Publisher: Journal of Business Research, April (2nd Quarter/Spring), 2018 - Role-Playing in a Consumption Context: An Experiential Learning Activity Focused on the Consumer Decision Making Process,
Publisher: Marketing Education Review, February, 2018 - Visual Artist Brand Personality Exploitation: Artist - Brand Alliances for Attracting New Consumers to a Brand,
Publisher: Advances in Consumer Research, July (3rd Quarter/Summer), 2017 - The Effect of Self-Target Comparison in Perspective Taking on Judgment of Dishonesty,
Publisher: Advances in Consumer Research, October (4th Quarter/Autumn), 2016 - It's No Longer Mine: The Role of Brand Ownership and Advertising in Cross-Border Brand Acquisitions,
Publisher: International Journal of Advertising, October (4th Quarter/Autumn), 2015 - Media Use and Health Behavior in H1N1 Flu Crisis: The Mediating Role of Perceived Knowledge and Fear,
Publisher: Atlantic Journal of Communication, April (2nd Quarter/Spring), 2015 - Message Framing in Green Advertising: The Effect of Construal Level and Consumer Environmental Concern,
Publisher: International Journal of Advertising, January (1st Quarter/Winter), 2015
Grants & Contracts
- Going the Extra Mile: Using Artificial Intelligence to Provide Personalized Customer Experience.
Sponsor: FDRC SEED Summer Start Up Fund, 2024 - University FDRC Research Grant
Sponsor: Towson University, 2019 - College Research Grant
Sponsor: College of Business & Economics, 2019 - College Research Grant
Sponsor: College of Business & Economics, 2018