Cheng Lu Wang

Cheng Lu WangCheng Lu Wang is Professor and Chair in the Department of Marketing and Quantitative Analysis, College of Business, University of New Haven, USA. His research interests include consumer behavior and marketing in China. Dr. Wang is the editor of Handbook of Contemporary of Marketing in China: Theories and Practices and editor-in-chief of International Journal of Consumer Research. His publications have appeared in numerous marketing journals, including Journal of Business Research, Journal of Consumer Psychology, Psychology & Marketing, Industrial Marketing Management, International Business Review, International Marketing Review, and European Journal of Marketing, among others.

Publications

Handbook of Research on the Impact of Fandom in Society and Consumerism
Handbook of Research on the Impact of Fandom in Society and Consumerism
Cheng Lu Wang. © 2020. 605 pages.
Fans of specific sports teams, television series, and video games, to name a few, often create subcultures in which to discuss and celebrate their loyalty and enthusiasm for a...
We Have Faith in Apple: Brand Worship Among Apple Fans
We Have Faith in Apple: Brand Worship Among Apple Fans
Wei Liu, Cheng Lu Wang. © 2020. 23 pages.
Research shows that some brands are like religions and have cult-like fans who perceive the brands as sacred. This chapter conceptualizes brand worship and explores its...
What Makes a Fan a Fan?: The Connection Between Steve Jobs and Apple Fandom
What Makes a Fan a Fan?: The Connection Between Steve Jobs and Apple Fandom
Ruijuan Wu, Cheng Lu Wang, Andy Hao. © 2020. 19 pages.
The objective of this chapter is to examine how consumers become fans of Apple products through hero worship of Steve Jobs. To bolster the understanding of this interesting...
Exploring the Rise of Fandom in Contemporary Consumer Culture
Exploring the Rise of Fandom in Contemporary Consumer Culture
Cheng Lu Wang. © 2018. 300 pages.
This title is an IGI Global Core Reference for 2019 as it is one of the best-selling reference books within the Business and Management subject area since 2017. This publication...
A Hero Who Never Dies: Steve Jobs in His Fans' Minds
A Hero Who Never Dies: Steve Jobs in His Fans' Minds
Ruijuan Wu, Cheng Lu Wang, Wei Hao. © 2018. 17 pages.
This chapter examines how consumers become Steve Jobs' fans and how they establish psychological bond with Steve Jobs as a means to understand the general fandom phenomenon....
The Intellectual Structure in Brands and Branding Research: A Scientometric Analysis
The Intellectual Structure in Brands and Branding Research: A Scientometric Analysis
Jiaxun He, Cheng Lu Wang. © 2015. 34 pages.
This chapter is based on a comprehensive and systematic analysis of the 30 most-cited articles (adjusting to the length of publication time) on brands and branding, retrieved...
Brand Management in Emerging Markets: Theories and Practices
Brand Management in Emerging Markets: Theories and Practices
Cheng Lu Wang, Jiaxun He. © 2014. 337 pages.
Worldwide brand competition has been facing new challenges as emerging markets evolve upon the global stage. Despite the fact that brand building among new markets is still in...
The Intellectual Structure in Brands and Branding Research: A Scientometric Analysis
The Intellectual Structure in Brands and Branding Research: A Scientometric Analysis
Jiaxun He, Cheng Lu Wang. © 2014. 35 pages.
This chapter is based on a comprehensive and systematic analysis of the 30 most-cited articles (adjusting to the length of publication time) on brands and branding, retrieved...
Appellation of Origin Brands in China
Appellation of Origin Brands in China
Yongge Niu, Cheng Lu Wang. © 2014. 10 pages.
Appellation of origin brands are largely based on the geographical characteristics where the products may possess certain unique features due to suitable climate and abundant...