Hejiaxun

• Ph.D. Sun Yat-Sen University, P. R. China
• M.S. East China Normal University, P. R. China
• B.A. East China Normal University, P. R. China

East China Normal University, Faculty of Economics and Management

Advisor of Ph. D. Candidate, 2008-present

Director of Institute for Nation(al) Branding Strategy, 2017-present

Co-dean of Asia Europe Business School, 2016-present

Director of Center on Branding Science, 2007-present

Professor, 2006-present

Associate Professor, 2001-2006

Lecturer, 1996-2001

Assistant Professor, 1991-1996

Jiaxun He, Ph.D. (Sun Yat-Sen University), is Professor of marketing, management and innovation, Executive Vice Dean of ECNU-UH Joint Translational Science and Technology Research Institute, Chinese Dean of Asia Europe Business School, and was once the Deputy Director of Faculty of Economics and Management (2015.12-2020.7) at East China Normal University. He is also the founder and director of Institute for Nation(al) Branding Strategy. He owned a distinction of being called the New Century Excellent Talent in University by Ministry of Education of China (2008-2011), and was honored the title of Distinguished Visiting Professor of Marketing at the University of North Carolina at Chapel Hill (2011-2012). His research focuses on global branding and nation branding, cross-cultural management, and business strategy in emerging markets. His publications have appeared in many marketing and business journals, including Journal of Business Research, Industrial Marketing Management, International Marketing Review, Frontiers of Business Research in China, Nankai Business Review International, and Computers in Human Behavior, among others. He is the co-editor of Brand Management in Emerging Markets: Theories and Practices (IGI Global, 2014).

Area Editor in Brand Management, Journal of Marketing Science (JMS), 2011- 2017

Director of the Institute for Nation(al) Branding Strategy, 2017- present

Editorial Board Member, Journal of Marketing Science (JMS), 2010-present

Editorial Board Member, Journal of Marketing Trends (JMT), 2009-present

• Branding Strategy and Firm Growth
• Global Branding and Nation(al) Branding
• Marketing Strategy and Customer Management
• Methodology in Business Research

• Marketing Management (MBA)
• Strategic Brand Management (MBA)
• Current Topics on Management Research (Postgraduate)
• Methodology in Business Research (Ph.D.)
• Marketing in China (MBA visiting students, in English)

Principal Investigator: Global Consumer Culture, National Cultural Equity, and the

Theoretical Research and Its Implications of the China's Brand Strategic Innovation,

Supported by the National Natural Science Foundation of China(NSFC)(Grant No.

72072059), CNY4800,000, 2021.1-2024.12

Principal Investigator: Brand-Country Connection: The Research on the New

Strategies of Global Brand Equity Building of Emerging Market Multinationals in the Digital Age, Supported by the National Natural Science Foundation of China(NSFC)(Grant No. 71772066), CNY4900,000, 2018.1-2021.12

Principal Investigator: The Structure and Compatibility of Brand Values: Studies on

Value-Added Mechanism of Chinese Multinationals’ Brands and Its Global Positioning Strategy, Supported by the National Natural Science Foundation of China(NSFC)(Grant No. 71372177), CNY600,000, 2014.1-2017.12

Principal Investigator: National Identity, Country Brand Equity and the

Attitude Evaluation of “Made in China”: The Impact Mechanism of the Mega Event, Supported by the National Natural Science Foundation of China(NSFC)(Grant No.71072152), CNY300,000, 2011.1-2013.12

Principal Investigator: Consumers' Brand Attitude in the Context of Chinese

Cultural Values: Generational Differences and Intergenerational Influences, Supported by the National Natural Science Foundation of China (NSFC) (Grant No. 70772107), CNY210,000, 2008.1-2010.12

1.Ying Zhu, Alice (Fengyuan) Zhang, Jiaxun He, Yong J. Wang (2020), “The Impact of Brand Transposition Strategies and Firm Type on Consumer Ratings of Brand: An Analytical Study of Cosmetic Brands,” Journal of Global Marketing, July, Forthcoming.

2.He, Jiaxun^ë and L. Sun (2020), “Does Continuity Matter? Developing a New Long-Term Orientation Structure in a Cross-Cultural Context: A Study on Supply Chain Relationships,” Industrial Marketing Management (SSCI) , 88 (July), 186-194.

3.He,Jiaxun, Wang, Cheng Lu,and W. Wu (2020), “Building the Connection Between Nation and Commercial Brand: An Integrative Review and Future Research Directions,” International Marketing Review (SSCI), Forthcoming.

4.Huang, H. and Jiaxun He^ë (2020), “When Face Meets Globalization: How Face Drives Consumers’ Attitudes Toward Global Consumer Culture Positioning,” International Marketing Review (SSCI), in press.

5.Wu, Y., Y. Cai and Jiaxun He (2020), “How Brand Concepts Represented as Human Values Promote Evaluation? The Triggering Role of Incidental Emotions,”Asia Pacific Journal of Marketing and Logistics (SSCI), Forthcoming.

6.Heine, Klaus, Glyn Atwal, and Jiaxun He (2019), “Managing country-of-origin affiliations for luxury brand-building in China,”Australasian Marketing Journal, 27，14-23.

7.He, Jiaxun^ë, H. Huang and W. Wu (2018), “Influence of Interfirm Brand Values Congruence on Relationship Qualities in B2B Contexts,” Industrial Marketing Management (SSCI) , 72 (July), 161-173.

8.He, Jiaxun^ë and C. L. Wang (2017), “How Global Brands Incorporating Local Cultural Elements Increase Consumer Purchase Likelihood: An Empirical Study in China,” International Marketing Review (SSCI) , 34 (4), 463-479.

9.Wang, Cheng Lu, Jiaxun He, and Barnes, Bradley R. (2017), “Brand Management and Consumer Experience in Emerging Markets: Directions for Future Research,” International Marketing Review (SSCI) , 34 (4), 458-462.

10.Zhu, Liangjie, Jiaxun He^ë, and Haiyang Huang (2017), “Value Co-Creation in the Digital World: Constructs, Themes and Research Prospects,” Economic Management Journal, 39(1), 195-208.

11.He, Jiaxun and C. L. Wang (2015), “Cultural Identity and Consumer Ethnocentrism Impacts on Preference and Purchase of Domestic versus Import Brands: An Empirical Study in China,” Journal of Business Research (SSCI), 68 (6), 1225-1233.

12.Cai, Y., G. Zhao, and Jiaxun He (Equal Authorship)^ë (2015), “Influences of two modes of intergenerational communication on brand equity,”Journal of Business Research (SSCI), 68 (3), 553-560.

13.Apaolaza, V., Jiaxun He, and P. Hartmann (2015), “The Effect of Gratifications Derived from Use of the Social Networking Site Qzone on Chinese Adolescents’ Positive Mood,”Computers in Human Behavior (SSCI), 41, 203-211.

14.Apaolaza, V., P. Hartmann, Jiaxun He, J. M. Barrutia, and C. Echebarria (2014), “Choosing Celebrity Endorsers for Advertising Campaigns in Cosmopolitan China: Does Their Ethnicity Matter?” South African Journal of Business Research(SSCI), 45 (3), 45-55.

Second-Class Prize, The Fourteenth Excellent Achievement Award of Shanghai

Philosophy and Social Science, 2018

Second-Class Prize, The Thirteenth Excellent Achievement Award of Shanghai

Philosophy and Social Science, 2016

Second-Class Prize, The Twelfth Excellent Achievement Award of Shanghai

Philosophy and Social Science, 2014

First-Class Prize, The Tenth Excellent Achievement Award of Shanghai

Philosophy and Social Science, 2010

       Excellent Research Paper, The Fourth Annual Conference of Chinese

Management, 2008

        Excellent Selected Research Paper, The Sixth Annual Conference of

Shanghai Social Science Societies, 2008

        Excellent Research Paper, The Fourth Annual Conference of Journal of

Marketing Science, 2007

        Excellent Research Paper, The Fourth Annual Conference of Shanghai Social

Science Societies, 2006

        Third-Class Prize, The Eighth Excellent Achievement Award of Shanghai

Philosophy and Social Science, 2006

        Second-Class Prize, The 1994 Annual Excellent Research Paper Selection,

China Intellectual Property Society, 1995

        Third-Class Prize, The Second Excellent Achievement Award of Shanghai

Philosophy and Social Science, 1994

Excellent Teaching Case, The Sixth Hundred Excellent Teaching Cases

Selection, China National MBA Education Supervisory Committee, 2015

Excellent Teaching Case, The First Hundred Excellent Teaching Cases

Selection, China National MBA Education Supervisory Committee, 2010

       Excellent Tutor, The Award of Excellent Tutor on Undergraduate Practice

Innovation, East China Normal University, 2008

       Excellent Tutor, The Award of Excellent Undergraduate Tutor, East China

Normal University, 2007

       Excellent Tutor, The Fifth “Shanghai Motor Education Cup” of Innovative

Science and Technology Achievement Show of Shanghai University

Students, 2008

       Third-Class Prize, The Excellent Teaching Achievements, East China

Normal University, 2006