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Wang, Yajin

Professor of Marketing, CEIBS
Associate Dean (Research)
Research Area Director of ESG
Programme Co-Director of CEIBS-Branding Boot Camp
Programme Co-Director of CEIBS-Tencent Joint Programme

yajinwang@ceibs.edu
Personal Webpage
(86) 21-28905649

Professor Wang is Professor of Marketing and Associate Dean (Research) at CEIBS. Prior to joining CEIBS, she served on the faculty of the Marketing Department at the Robert H. Smith School of Business, University of Maryland, USA. Professor Wang earned her Ph.D. in Marketing from the University of Minnesota. She also holds a Master’s degree in Mass Communication from the University of Minnesota and a Bachelor's degree in Journalism and Law & Sociology from Peking University.

Professor Wang’s research integrates customer insights and psychology, digital marketing, Environmental, Social, and Governance (ESG) and customer management to assist businesses in achieving effective and sustainable branding and marketing strategies, as well as build sustainable competitive advantages. Her research areas include brand strategy in the digital era, brand elevation, brand architecture management, consumer insights, ESG and sustainable consumption, as well as the application of technology and evolutionary psychology in marketing. She has been a prolific researcher and has won Maryland Research Excellence from the University of Maryland. Professor Wang’s research work has been published on top international academic journals such as Journal of Marketing Research, Journal of Consumer Research, Journal of Marketing, Journal of Consumer Psychology, International Journal of Research in Marketing, Psychological Science, etc. She also has served as an Associate Editor for the Journal of Consumer Research and is on the editorial board of the Journal of Marketing, Journal of Consumer Psychology and the International Journal of Research in Marketing. Additionally, she has received Outstanding Reviewer award from the Journal of Consumer Research and Journal of Consumer Psychology. Her research has also been regularly featured in prominent media outlets like New York Times, Wall Street Journal, Harvard Business Review, CNN, NBC and ABCNews. 

Professor Wang teaches courses on strategic brand management, marketing strategy, ESG strategy, digital marketing and customer insight. She has received the “Distinguished Teaching Award” from the Robert H. Smith School of Business at the University of Maryland, the Excellence in Teaching Award from the Carlson School of Management at the University of Minnesota, the CEIBS Research Excellence Award (2023), and the CEIBS Power of One Service Excellence Award for Faculty (2023). She teaches in various master's and doctoral programs at CEIBS, including MBA, FMBA, EMBA, HEMBA, and DBA. In addition, she teaches in multiple open-enrollment and company specific programs for executive education, providing brand strategy consulting for numerous renowned international and Chinese companies. She concurrently serves as the director of ESG research area at CEIBS, as well as the co-directors of CEIBS Branding Camp and the CEIBS-Tencent Marketing Camp (Smart Marketing).

ACADEMIC DEGREES
RESEARCH INTERESTS
TEACHING INTERESTS
PUBLICATIONS
VIDEOS
IN THE MEDIA
ACADEMIC DEGREES
  •  2015, Ph.D. in Marketing, Carlson School of Management, University of Minnesota, USA
  •  2010, M.A. in Mass Communications, University of Minnesota, USA
  •  2007, B.A. in Journalism, Peking University, China
RESEARCH INTERESTS
  •  Branding strategy
  •  Marketing strategy
  •  Luxury brand and consumption
  •  Customer insights
  •  Evolutionary psychology and marketing
TEACHING INTERESTS
  •  Branding strategy 
  •  Marketing strategy
  •  Customer insights
PUBLICATIONS

Developing Strengths or Remedying Weakness? How Perceived Social Mobility Affects Parents’ Purchase Preferences for Children’s Educational Products(Chen, Qihui, Yajin Wang, and Ying Zhang) , Journal of Marketing, Forthcoming

Give Me the Facts or Make Me Feel: How to Effectively Persuade Consumers to Act on a Collective Goal(Jin, Liyin, Yajin Wang and Ying Zhang (equal contributions)) , Journal of Marketing, 87 (5), 776-792, 2023

The Mate Screening Motive: How Women Use Luxury Consumption to Signal to Men(Chen, Qihui, Yajin Wang and Nailya Ordabayeva) , Journal of Consumer Research, 50(2), 303-321, 2023

L’Art pour l’Art: Experiencing Art Reduces the Desire for Luxury Goods(Wang, Yajin, Alison Xu and Ying Zhang) , Journal of Consumer Research, 49 (5), 785-810, 2023

Residential Mobility or Mobile Residentiality? Exploring the Effects of Place Stability and Variety on Consumer Psychology(Wang, Yajin) , Journal of Consumer Psychology, 32(3), 2022

A Conceptual Framework of Contemporary Luxury Consumption(Wang, Yajin) , International Journal of Research in Marketing, 3(39), 2022

The Divergent Impact of the Reward Magnitude on Goal Eagerness and Engagement(Jin, Liyin, Qian Xu, Yajin Wang and Ying Zhang) , Organizational Behavior and Human Decision Processes, 167, 101-113, 2021

Not too Far to Help: Residential Mobility, Global Identity, and Donations to Distant Beneficiaries(Wang, Yajin, Amna Kirmani and Xiaolin Li ) , Journal of Consumer Research, 47(6), 878-889, 2021

Does the Devil Wear Prada? Luxury Products Experiences Can Affect Prosocial Behavior(Wang, Yajin, Deborah Roedder John, and Vladas Griskevicius ) , International Journal of Research in Marketing, 38(1), 104-119, 2021

Up, up, and away: Upgrading as a Response to Dissimilar Brand Users(Wang, Yajin and Deborah Roedder John ) , Journal of Marketing Research, 56(1), 142-157, 2019

Counterfeit Luxury Consumption in a Social Context: The Effects on Females’ Moral Disengagement and Behavior(Wang, Yajin, Jennifer Stoner, and Deborah Roedder John) , Journal of Consumer Psychology, 29(2), 207-225, 2019

Conspicuous Consumption, Relationships, and Rivals: Women’s Luxury Products as Signals to Other Women(Wang, Yajin and Vladas Griskevicius ) , 2014
Journal of Consumer Research, 40(5), 834-854, 2014
•Featured as JCR’s most impactful articles in JCR’s the 40th anniversary special issue
• Featured in JCR’s Research Curations - “Products as Signals”
• Media Coverage: ABCNews, NBC, CBSNews, Harvard Business Review, TIME, CNN, New York Daily News, Daily Mail UK, The Huffington Post, Toronto Star 

Rituals Enhance Consumption(Vohs, Kathleen D., Yajin Wang, Francesca Gino, and Michael I. Norton) , 2013
 Psychological Science, 24(9), 1714-1721, 2013
 • Media Coverage: New York Times, Wall Street Journal, Harvard Business Review, USA Today, Forbes, TIME, Telegraph UK, Daily Mail UK, NBCNews

VIDEOS

2022-06-07 ‘Meat’ the future: Where will your next lunch come from?

IN THE MEDIA

2023-04-18 Will China see revenge spending in 2023?

2022-11-03 Seizing the opportunities presented by China's singles economy

2022-10-18 Members of Gen-Z aren't just rich kids in affluent cities, Professor of Marketing Wang Yajin tells the South China Morning Post

2021-12-10 Prof Wang Yajin underscores the importance of livestreaming for luxury brands

2021-11-10 The business of singles: What make them happy?

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