Dr. Guiyang XIONG
Marketing

Visiting Associate Professor
3917 7069
gxiong@hku.hk
KK 802


Academic & Professional Qualification
PhD in Business (Marketing)
Biography
Dr. Xiong is a Visiting Associate Professor of Marketing. He is currently on leave from Whitman School of Management, Syracuse University, where he serves as an Associate Professor of Marketing (with tenure). Previously, Dr. Xiong served on the faculty at the University of Massachusetts and the University of Georgia. His research is published in premier journals including Journal of Marketing, Journal of Marketing Research, and Marketing Science. He earned his Ph.D. in Business from Goizueta Business School, Emory University.
Research Interest
Digital marketing (e.g., online advertising, applications of new technology in marketing such as virtual reality), marketing’s impact on shareholder value, innovation, user-generated content.
Selected Publications
“Whose Intelligence? Psychological Ownership of Artificial Intelligence in In-Store Retail” (with J. Hou, S. Yang, and P. Pavlou)
“Asymmetric Effects of Recreational Cannabis Legalization” (with P. Wang and J. Yang), Marketing Science (2019), 38(6), 927-936.
“Try It On! Contingency Effects of Virtual Fitting Rooms” (with S. Yang), Journal of Management Information Systems (2019), 36(3), 789-822.
“Serial-Position Effects on Native-Advertising Effectiveness: Differential Results across Publisher and Advertiser Metrics” (with P. Wang and J. Yang), Journal of Marketing (2019), 83(2), 82-97.
“Where Does Pride Lead? Corporate Managerial Hubris and Strategic Emphasis” (with M. Kim and K. Kim), Journal of the Academy of Marketing Science (2018), 46(3), 537-556.
“Pre-Release Buzz Evolution Patterns and New Product Performance” (with S. Bharadwaj) Marketing Science (2014), 33(3), 401-421.
“Asymmetric Roles of Advertising and Marketing Capability in Financial Returns to News: Turning Bad into Good and Good into Great” (with S. Bharadwaj), Journal of Marketing Research (2013), 50(6), 706-724.
Awards and Honours
Edward Pettinella Professor in Business, Whitman School of Management, Syracuse University (2018-2020)