TBS Business School | France

Author Profile 

• Researchgate
• Scopus
• Scholar

Early Academic Pursuits

Her academic journey began with a strong foundation in English studies at Zhejiang Wanli University, where she graduated as an "Outstanding Graduate." Her thirst for knowledge led her to pursue higher education, culminating in a Master's degree in International Business from Nottingham University Business School China. Her dissertation explored the moderating role of need for cognition in advertising skepticism. This laid the groundwork for her doctoral research at the same institution, delving into the intricate dynamics of shame and status consumption within the Chinese context.

Professional Endeavors

Transitioning from a Teaching Assistant at the University of Nottingham, China, to a Lecturer at Ningbo Institute of Technology, Zhejiang University, she honed her pedagogical skills while continuing her research pursuits. Her journey took her to Toulouse Business School, France, where she held positions as Assistant and Associate Professor in Marketing and International Business, further enriching her academic profile.

Contributions and Research Focus in sharing economy 

Her research is characterized by a keen interest in consumer behavior, particularly in areas such as Corporate Social Responsibility (CSR), loyalty programs, and emotional appeals. She explores the nexus between traditional Chinese philosophy, cultural theories, and individual self-identities to unravel complex consumer dynamics. Her recent endeavors delve into the realms of social and environmental values, with a focus on fair trade, animal welfare, and customer engagement.

Accolades and Recognition

Her contributions to academia have garnered widespread recognition, evidenced by her publications in esteemed journals such as the Journal of Business Ethics, Journal of Business Research, and Journal of Cleaner Production. She has also presented her research at prestigious conferences worldwide, including the European Marketing Association Conference and the Global Marketing Conference. Her work has been lauded for its innovative approach and theoretical contributions.

Impact and Influence

Her research has had a significant impact on the field of marketing, shaping discourse and influencing scholarly discussions. Her investigations into the role of shame and guilt in consumption behavior, as well as her studies on CSR perceptions and loyalty program efficacy, have advanced our understanding of consumer psychology. By bridging theoretical frameworks with empirical evidence, she has paved the way for further exploration in these domains.

Legacy and Future Contributions

As an Associate Professor at Toulouse Business School, She continues to inspire the next generation of scholars through her teaching and mentorship. Her legacy lies in her interdisciplinary approach to marketing research, which transcends geographical boundaries and cultural contexts. Moving forward, she aims to delve deeper into emerging areas such as sustainability marketing and consumer engagement, leaving an indelible mark on the academic landscape.

• Three decades of research on loyalty programs: A literature review and future research agenda
• When guilt is not enough: Interdependent self-construal as moderator of the relationship between guilt and ethical consumption in a Confucian context
• Deeds not words: A cosmopolitan perspective on the influences of corporate sustainability and NGO engagement on the adoption of sustainable products in China
• Not all CSR initiatives are perceived equal: The influence of CSR domains and focal moralities on consumer responses to the company and the cause
• The influence of shame on status consumption with restorative tendency as shame response within a Chinese context