姓名：王雪华
职称：助理教授
研究方向：消费者行为、文化与消费行为、服务营销、品牌
教授课程：市场营销原理、服务营销、国际营销
E-mail：wang.xuehua@mail.shufe.edu.cn

研究领域
ConsumerBehavior
CultureandConsumption
ServicesMarketing
BrandingIssues

教育经历
Ph.D.inMarketing,CityUniversityofHongKong
PUBLICATIONS
1.Wang,XuehuaandZhilinYang(2013),“Inter-firmOpportunism:AMeta-AnalyticReviewandAssessmentofItsAntecedentsandEffectonPerformance,”JournalofBusiness&IndustrialMarketing,28(2),137-146.
2.Wang,Xuehua(2011),“TheEffectofInconsistentWord-of-MouthduringtheServiceEncounteronServiceQualityandPurchaseIntention,”JournalofServicesMarketing,25(4),252-259.
3.Wang,Xuehua(2011),“TheEffectofUnrelatedSupportingServiceQualityonConsumerDelight,Satisfaction,andRepurchaseIntentions,”JournalofServiceResearch,14(2),149-163.
4.Nie,Rui,WeiguoZhong,MeihuaZhou,WeidongJiang,andXuehuaWang(2011),“ABittersweetPhenomenon:TheInternalStructure,FunctionalMechanism,andEffectofGuanxionFirmPerformance,”IndustrialMarketingManagement,40(4),540-549.
5.Li,Yongqiang,XuehuaWangandZhilinYang(2011),“TheEffectsofCorporate-BrandCredibility,PerceivedCorporate-BrandOrigin,andSelf-ImageCongruenceinEmergingEconomies:EvidencefromChina’sAutoIndustry,”JournalofGlobalMarketing,24(1),58-68.
6.Wang,XuehuaandZhilinYang(2010),“TheEffectofBrandCredibilityonConsumers’BrandPurchaseIntentioninEmergingEconomies:TheModeratingRoleofBrandAwarenessandBrandImage,”JournalofGlobalMarketing,23(3),177-188.
7.Wang,Xuehua,ZhilinYang,andNingRongLiu(2009),“TheImpactsofBrandPersonalityandCongruityonPurchaseIntention:EvidencefromtheChineseMainland’sAutomobileMarket,”JournalofGlobalMarketing,22(3),199-215.
8.Wang,XuehuaandZhilinYang(2008),“DoesCountry-of-OriginMatterintheRelationshipbetweenBrandPersonalityandPurchaseIntention?EvidencefromChina’sAutoIndustry,”InternationalMarketingReview,25(4),441-457.
9.Zhuang,Guijun,XuehuaWang,LianxiZhou,andNanZhou(2008),“AsymmetricEffectsofBrandOriginConfusion:EvidencefromtheEmergingMarketofChina,”InternationalMarketingReview,25(4),458-474.
10.Wang,XuehuaandZhilinYang(2008),“AMeta-AnalysisofEffectSizesinInternationalMarketingExperiments,”InternationalMarketingReview,25(3),276-291.
11.Yang,Zhilin,XuehuaWang,andChentingSu(2006),“AReviewofResearchMethodologiesinInternationalBusiness,”InternationalBusinessReview,15(6),601-617.