TEACHING AND RESEARCH AREAS

Teaching courses : Marketing（Undergraduate, 54）; Consumer Behavior (undergraduate, 54)

Research Areas: Brand Management, Consumer Behavior

ACADEMIC EXPERIENCE

Professor of Marketing, Wuhan University, 2021 – present

Associate Professor of Marketing, Wuhan University, November 2010 – 2020

Assistant Professor of Marketing, Wuhan University, July 2008 –November 2010

CONSULTING AND TRAINING EXPERIENCE (GOVERNMENT OR CORPORATE)

Brand Management, Jin Brand Co., Ltd, 2008- 2010

SELECTED PUBLICATIONS

Journal Papers (International)

Fei Jin, Huawei Zhu (corresponding author), and Ping Tu. (2020). How Recipient Group Membership Affects the Effect of Power States on Prosocial Behaviors. Journal of Business Research, 108, 307-315.

Huawei Zhu, Nancy Wong, and Minxue Huang (2019). Does relationship matter? How social distance influences perceptions of responsibility on anthropomorphized environmental objects and conservation intention. Journal of Business Research, 95,65-70.

Huawei Zhu, Rungting Tu, Wenting Feng, and Jiaojiao Xu (2019). The impacts of evaluation duration and product types on review extremity. Online Information Review, 43(5), 694-709.

Huawei Zhu, Qingan Li and Junyun Liao (2018). Doing well when doing good: the fit between corporate sponsorship and brand concept. Journal of Consumer Marketing, 35(7), 733-742.

Huang Minxue, Zhu Huawei and Zhou Xuechun, 2013. The effects of information provision and interactivity on e-tailer websites. Online Information Review, Vol.37(6), pp.927-945.

Feng Wang, Yin Zhang, Xiaoling Li, and Huawei Zhu (Corresponding author), 2010. Why do Moviegoer Go to the Theater? The Role of Prerelease Media Publicity and Word of Mouth in Driving Movie Going Behavior. Journal of Interactive Advertising.

Journal Papers (Domestic)

l Zhu Huawei, Zhang Yanyan, and Gong Xuan, 2017. Does company’s humor resolve consumer complaining: The match of humor types and relationship norms. Acta Psychologica Sinica, 49(4), 526-538.

l Jin Fei and Zhu Huawei, 2016. Consumers’ power states and impulsive buying. Acta Psychologica Sinica, 48(7), 880-890.

Zhu Huawei,Tu Rungting, and Jin Fei, 2014.Are Good Deeds to Be Sustained? A Study on the Change of Consumers’ Attitudes towards Firms after They Quit Social Responsibility. Nankai Management Review. Vol. 6.

Zhu Huawei, Jin Fei, and Huang Yin, 2014.Is Past really Past? The Influence of Triggering the Memory of Past Experience on Present Unplanned Purchase Decisions. Journal of Marketing Science, Vol.3, 62-84.

Zhu Huawei and Huang Minxue (2012), “Does Hyperopia Lead to Self-Control or Indulgence? Self-Construal and Impulsive Buying,” Journal of Marketing Science (China), 8(3), 45-57.

Zhu Huawei, Huang Minxue, and Fu Guoqun (2010), “Why Can Price Promotion Not Transform Consumers’ Buying Intention into Buying Behavior? The Role of Consumer Buying Strengthen,” Economics and Management (China), 1, 85-91.

Zhu Huawei, Tu Rungting, Cheryl Lin, C.J., and Tu Pikuer (2009), “Prefactual Thinking, Regulator Focus and Unplanned Purchase,” Acta Psychologica Sinica, 41(7), 649-658.

Zhu Huawei,TuRungting, and Tangrong Lv (2009), “Investigation into the Customer Characteristics and Behaviors in Credit Market,” Finance & Trade Economics, 4, 38-44.

Huang Minxue, Cai Fengyan, Zhou Yuanyuan and Zhu Huawei (2009),“The Role of Relationship Norms in Consumers’ Complaint Intention,” Acta Psychologica Sinica, 41(10), 989-999.

Zhu Huawei and Tu Rungting (2008), “Study on Customer Satisfaction and Future Behavioral Intentions in Retailing Field,” China Industrial Economics, 4, 92-101.

Huang Minxue, Li Xiaoling, Zhu Huawei (2008),“Investigation into Compulsive Corporate Donation,” Management World, 10, 115-126.

Tu Rungting, Zhu Huawei, and Yu Bo (2008),“A Dual-Factor Model of Customer Brand Loyalty: The Simultaneous Effects of Product Satisfaction and Service Satisfaction on Customer Loyalty,” Journal of Marketing Science, 4(1), 86-106.

Tu Rungting and Zhu Huawei (2008),“The Way to Establishing Customer-Based E-Brands,” Chinese Journal of Management, 3, 385-390.

Tu Rungting, Zhu Huawei, and Cheryl, Lin C. J. (2007),“Examining Chinese Shopping Centers from Experience Perspective: Based on the Case of Golden Resources Shopping Center,” Chinese Journal of Management, 9, 660-667.

Zhu Huawei and Tu Rungting (2007),“Gesture Determines Trust When Faced with Crisis,” Economics and Management, 29(7), 75-77.

Cases and Practical Papers

Tu, Rungting, Zhu Huawei, and Jiang Minhua, 2007."Cloning Mall: What is Lacking in China",Peking Business Review, Vol.2 122-125.

Textbooks

Huang Minxue, Zhu Huawei, Liu Maohong, Zhang Hao. Internet Marketing, 4^th edition, 2020, Wuhan University Press.

Zhu Huawei (translator),2010, Foundations of Economics 3^rd Edition, Beijing: Publishing House of Electronics Industry

Huang Minxue, Liu Maohong, Xu Shanshan, Zhu Huawei. Internet Marketing 2rd Edition. 2007, Wuhan University Press.

RESEARCH GRANTS

Government-funded grants

Consumer prosocial behaviors on online charity platform: Role chonfict and enrichment from the perspective of role diversification. National Natural Science Foundation Grant (China),￥480000, 2022-2025, Ref. 72172109

Product sharing stimulation based on self-awareness: From contamination effect to product happiness. National Natural Science Foundation Grant (China),￥470000, 2019-2022, Ref. 71872138

Brand Social Communication Based on Agenda Setting: Brand Storilization and Emotion Capitalization. National Natural Science Foundation Grant (China),￥480000, 2016-2019, Ref. 71672135

A Study on Consumer Ambivalent Attitude Arising from the Conflict between Affect and Cognition, National Natural Science Foundation Grant (China),￥205000, 2010-2013, Ref. 71002078.

The Effect of Corporate Social Responsibility on Customer Relationship, Central College Research Foundation, 2010-2012,￥50000, Ref. 1101026.