Zhe Zhang

Assistant Professor

Western University

Canada

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About

Dr. Zhe Zhang is an Assistant Professor at Western University in Canada. His research focuses on brand management, consumer behavior, and the impact of external factors on branding strategies, as evidenced by his recent articles. His work includes investigations into nickname branding, global brand positioning, and consumer perceptions during the COVID-19 pandemic.

Articles (5)

Year:

2025

Year:

2023

Year:

2021

Year:

2021

Year:

2021

Collaborators (1)

Vanessa Patrick

Bauer Professor of Marketing

University of Houston

UNITED STATES

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Zhe Zhang

Research Interests

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Articles (5)

BMW Is Powerful, Beemer Is Not: Nickname Branding Impairs Brand Performance

Is brand globalness compatible with brand country-of-origin? An investigation of hybrid brand positioning strategies for emerging market brands

Mickey D’s Has More Street Cred Than McDonald’s: Consumer Brand Nickname Use Signals Information Authenticity

The closer I am, the safer I feel: The “distance proximity effect” of COVID‐19 pandemic on individuals' risk assessment and irrational consumption

The closer I am, the safer I feel: The "distance proximity effect" of COVID-19 pandemic on individuals' risk assessment and irrational consumption

Collaborators (1)

Vanessa Patrick

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