C
Cheng Lu Wang
Researcher at University of New Haven
Publications - 78
Citations - 4514
Cheng Lu Wang is an academic researcher from University of New Haven. The author has contributed to research in topics: Emerging markets & China. The author has an hindex of 28, co-authored 66 publications receiving 3558 citations. Previous affiliations of Cheng Lu Wang include Shanghai Institute of Technology & University College West.
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Consumer ethnocentrism and willingness to buy domestic products in a developing country setting: testing moderating effects
Cheng Lu Wang,Zhen Xiong Chen +1 more
TL;DR: In this article, the authors investigated the moderating roles of quality judgment of domestic products and conspicuous consumption in the relationship between consumer ethnocentrism and willingness to buy domestic products in the context of a developing country, namely the People's Republic of China.
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Guanxi vs. relationship marketing: Exploring underlying differences
TL;DR: This paper explored the underlying mechanism between Western relationship marketing and Chinese guanxi by examining the construct equivalence of the two concepts and discussed the managerial implications for international marketers who wish to succeed in the Chinese business market.
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Country image, product image and consumer purchase intention: Evidence from an emerging economy
TL;DR: In this paper, a large-scale consumer survey conducted in China showed that cognitive and affective country image have different impacts on the intention to purchase, with the former influencing purchase through product image and the latter having a direct influence, independent of product image.
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New frontiers and future directions in interactive marketing: Inaugural Editorial
TL;DR: In this paper, the authors define interactive marketing as the bi-directional value creation and mutual-influence marketing process through active customer connection, engagement, participation and interaction, which is a two-way communication with mutual influences in social and business ecosystems.
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The measurement of guanxi: Introducing the GRX scale
TL;DR: In this paper, a measurement scale for measuring guanxi based on three Chinese relational constructs (ganqing, renqing and xinren) is proposed, which is based on exploratory and confirmatory factor analyses.