Forrest Zhilin Yang, Ph.D.

Professor, Associate Head, & Director of MSc in Marketing

Department of Marketing

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 Also Visit My Official Site at College of Business    

 

 

Research

Teaching

Curriculum Vitae

Links

Contact Me

 

 

    Dr. Zhilin (Forrest) Yang

    PhD in Marketing (New Mexico State University)

    MA in International Business (Shanghai University of Economics & Finance)

    BA in Accounting (China University of Mining & Technology) 

Address:

Department of Marketing
City University of Hong Kong, 83 Tat Chee Avenue, Kowloon Tong, Hong Kong

Phone:

+852 34424644

Fax:

+852 34420346

E-mail:

mkzyang@cityu.edu.hk

 

 

 

 

Research Areas

1.    Institutional Theory and Governance Strategies in Marketing Channels

2.    Service Quality and Customer Satisfaction in Electronic Commerce

3.    Customer Value and Customer Loyalty

4.    Promotion Strategies

 

 

My Most Cited Papers ( google scholar )

1.      Yang, Zhilin and Robin Peterson (2004) “Customer Satisfaction, Perceived Value, and Loyalty: The Role of Switching Costs,” Psychology & Marketing, 21 (10), 799-822. [PDF]

2.      Yang, Zhilin, Alan Cai, Kevin Zhou, and Nan Zhou (2005), “Development and Validation of An Instrument to Measure User Perceived Service Quality of Information Presenting Web Portals,” Information & Management, 42 (4), 575-589. [PDF]

**Ranked as the 5th (1st quarter of 2005), 11th (2nd quarter of 2005), 24th (3rd quarter of 2005), and 15th (4th quarter of 2005) out of the top 25 hottest articles in the Journal.

**Reprinted by Digital Library Forum, Issue 8, 2005, Institute of Scientific & Technical Information of PRC. For more details, visit http://www.dlf.net.cn/newsshow2.asp?ArticleID=568&bigclassname=文摘精粹

3.      Yang, Zhilin and Minjoon Jun (2002), “Consumer Perception of e-Service Quality: From Internet Purchaser and No-Purchaser Perspectives,” Journal of Business Strategies, 19 (1), 19-41. [PDF]

4.      Yang, Zhilin, Robin T. Peterson, and Shaohai Cai (2003), “Services Quality Dimensions of Internet Retailing: An Exploratory Analysis,” Journal of Services Marketing, 17 (7), 685-98. [PDF]

5.      Yang, Zhilin and Xiang Fang (2004), “Online Service Quality Dimensions and Their Relationships with Satisfaction: A Content Analysis of Customer Reviews of Securities Brokerage Services,” International Journal of Service Industry Management, 15 (3), 302-326. [PDF]

**Received the Highly Commended Award (2005) from the Emerald Literati Club. 

6.    Yang, Zhilin, Minjoon Jun, and Robin Peterson (2004), “Measuring Customer Perceived Online Service Quality: Scale Development and Managerial Implications,” International Journal of Operations and Production Management, 24 (11), 1149-1174. [PDF]

7.      Yang, Zhilin, Robin T. Peterson, and Lily Huang (2001), “Taking the Pulse of Internet Pharmacies: Online Consumers Speak Out on Pharmacy Services,” Marketing Health Services (Formerly Journal of Health Care Marketing), 21 (Summer), 4 -10. [PDF]

 

 

 Journal Publications

 

1.    Yang, Zhilin, Chenting Su, and Kim-Shyan Fam (2012), “Dealing with Institutional Distances in International Marketing Channels: Governance Strategies that Engender Legitimacy and Efficiency?” Journal of Marketing, 76 (3), 41-55.

 

**Selected by the JM editor for the AMA's publicity program wherein a press release was issued to over 5,000 media outlets across the U.S. in July 2012.

 

2.    Yang, Zhilin and Chenting Su (forthcoming), “Strategic Management and Marketing: What Can We Learn from Asian Practice?” Journal of Business Research.

 

3.    Wang, Xuehua and Zhilin Yang (forthcoming), “Inter-firm Opportunism: A Meta-Analytic Review and Assessment of Its Antecedents and Effect on Performance,” Journal of Business and Industrial Marketing.

 

4.    Jiang, Alice, Yang, Zhilin, and Minjoon Jun (forthcoming), “Measuring Consumer Perception of Online Shopping Convenience,” Journal of Service Management

 

5.    Wu, Jianan, Jie Sun, Yinglu Wu, and Zhilin Yang (forthcoming), “User Reviews and Uncertainty Assessment: A Two Stage Model of Consumers' Willingness-To-Pay in Online Markets,” Decision Support Systems and Electronic Commerce 

 

6.    Yang, Zhilin and Chenting Su (forthcoming), “Institutional Theory in Business Marketing,” Industrial Marketing Management.

 

7.    Cai, Huajian, Xiang Fang, Zhilin Yang, and Hairong Song (2012), “Explicit Consumer Animosity: A Primary Validation,” Journal of Applied Social Psychology, 42 (7), 1651-1674.

 

8.    Wang, Xuehua, Cheris Chow, and Zhilin Yang (2012), “A Two-path Model on the Effects of Positivity of and Empathy Reflected by Online Reviews: A Choice Mechanism Perspective,” International Journal of Internet Marketing and Advertising, 7(3), 260-277.

 

9.    Jiang, Alice, Zhilin Yang, and David Carlson (2012), “Marketing Professionals’ Perceptions of Marketing Journals/Publications,” African Journal of Business Management, 6(11), 4317-4327.

 

10. Yang, Zhilin, Arthur F. Madsen, and Meihua Zhou (2012), “The El Outaya Salt Refinery Project: A Joint Venture Technology Transfer Case,” African Journal of Business Management, 6 (28), 8320-8326.

 

11. Hu, Jing, Xin Liu, Sijing Wang, and Zhilin Yang (2012), “The Role of Brand Image Congruity in Chinese Consumers’ Brand Preference,” Journal of Product and Brand Management, 21 (1), 26-34.

 

12.  Ding, Min, John Hauser, Songting Dong, Daria Dzyabura, Zhilin Yang, Chenting Su, and Steven Gaskin (2011), “Unstructured Direct Elicitation of Decision Rules,” Journal of Marketing Research, 48 (1), 116-127. [PDF]

 

13.  Yang, Zhilin and Chenlu Wang (2011),Guanxi as a Governance Mechanism in Business Markets: Its Characteristics, Relevant Theories, and Future Research Directions,” Industrial Marketing Management, 40 (4), 492-495. [PDF]

 

14.  Cai, Shaohan, Zhilin Yang, and Minjoon Jun (2011), “Cooperative Norms, Structural Mechanisms, and Supplier Performance: Empirical Evidence from Chinese Manufacturers,” Journal of Purchasing and Supply Management, 17 (1), 1-10. [PDF]

 

**Lead article in issue

 

15. Wang, Xuehua and Zhilin Yang (2011), “Standardization or Adaptation in International Advertising Strategies: The Roles of Brand Personality and Country-of-Origin Image,” Asian Journal of Business Research, 1 (2), 25-36.

 

16.  Zeng, Fue, Zhilin Yang, Yongqiang Li, and Kim Fam (2011), “Small Business Industrial Buyers’ Price Sensitivity: Do Service Quality Dimensions Matter in Business Markets?” Industrial Marketing Management, 40 (3), 395-404. [PDF]

 

17. Wang, Xuehua and Zhilin Yang (2011), “The Impact of Brand Credibility and Brand Personality on Purchase Intention: An Empirical Study in China” Advances in International Marketing, 21, 113-153.

 

18. Huang, Lily, Zhilin Yang, and Gerald Hampton (2011), “Assessing Customer Satisfaction with Non-Profit Organizations: Evidence from Higher Education,” Asian Journal of Business Research, 1 (2), 75-90.

 

19.  Yang, Zhilin, Chen Zhou, and Ling Jiang (2011), “When Do Formal Control and Trust Matter? A Context-Based Analysis of the Effects on Marketing Channel Relationships in China,” Industrial Marketing Management, 40 (1), 86-96. [PDF]

 

20.  Li, Yongqiang, Wang, Xuehua, and Zhilin Yang (2011), “The Effects of Corporate-Brand Credibility, Perceived Corporate-Brand Origin, and Self-Image Congruence on Purchase Intention: Evidence from China’s Auto Industry,” Journal of Global Marketing, 24 (1), 58-68. [PDF]

 

21. Cai, Shaohan, Zhilin Yang, and Zuohao Hu (2010), “The Effects of Volume Consolidation on Buyer-Supplier Relationships: A Study of Chinese Firms,” Journal Purchasing and Supply Management, 16 (3), 152-162.  [PDF]

 

22. Schumann, Jan, Florian Wangenheim, Anna Stringfellow, Zhilin Yang, et al. (2010), “Cross-Cultural Differences in the Effect of Word-of-Mouth in Relational Service Exchange: The Moderating Effect of Uncertainty Avoidance,” Journal of International Marketing, 18 (3), 62-80. [PDF]

 

23.  Schumann, Jan, Florian Wangenheim, Anna Stringfellow, Zhilin Yang, et al. (2010), “Trust in Relational Service Exchange: Evidence of Cross-Cultural Differences from an 11-Country Study,” Journal of Service Research, 13 (4), 453-468.  [PDF]

 

24. Wang, Xuehua, and Zhilin Yang (2010), “The Effect of Brand Credibility on Consumers’ Brand Purchase Intention in Emerging Economies: The Moderating Role of Brand Awareness and Brand Image,” Journal of Global Marketing, 23 (3), 177-188. [PDF]

 

25.  Cai, Shohan, Minjoon Jun, and Zhilin Yang (2010), “Implementing Supply Chain Information Integration in China: The Role  of Institutional Forces and Trust,” Journal of Operations Management, 28 (3), 257-268. [PDF]

 

26.  Su, Chenting, Zhilin Yang, Nan Zhou, Guijun Zhuang, and Wenyu Dou (2009), “Interpersonal Influence as an Alternative Channel Communication Behavior in Emerging Markets: The Case of China,” Journal of International Business Studies, 40 (4), 668-689. [PDF]

 

27.  Fam, Kim-Shyan, Zhilin Yang, and Michael Hyman (2009), “Confucian/Chopsticks Marketing,” Journal of Business Ethics, 88(3), 393-397. [PDF]

 

28.  Zeng, Fue, Zuohao Hu, Rong Chen, and Zhilin Yang (2009), "Determinants of Online Service Satisfaction and Their Impacts on Behavioral Intentions,” Total Quality Management & Business Excellence, 20 (8), 953-969. [PDF]

 

29.  Cai, Shaohan, Zhilin Yang, and Zuohao Hu (2009) “Exploring the Governance Mechanisms of Quasi-integration in Buyer-supplier Relationships,” Journal of Business Research, 62 (6), 660-666. [PDF]

 

30. Wang, Xuehua, Zhilin Yang, and Ning Liu (2009), “The Impacts of Brand Personality and Congruity on Purchase Intention: Evidence from the Chinese Mainland’s Automobile Market,” Journal of Global Marketing, 22 (3), 199-215. [PDF]

 

31. Hyman, Michael, Zhilin Yang, Kim-Shyan Fam, and Andreas W. Stratemeyer (2008), “International Business Research: A Retrospective,” The Open Business Journal, 1, 67-95. [PDF]

 

32.  Zhou, Kevin, Laura Poppo, and Zhilin Yang (2008), “Relational Ties or Customized Contracts? An Examination of Alternative Governance Choices in China,” Journal of International Business Studies, 39 (3), 526-534. [PDF]

 

33. Wang, Xuehua and Zhilin Yang (2008), “Does Country-of-Origin Matter in the Relationship between Brand Personality and Purchase Intention in Emerging Economies? Evidence from China’s Auto Industry,” International Marketing Review. 25 (4), 458-474. [PDF]

 

34. Fam, Kim-Shyan, David Waller, and Zhilin Yang (2008), “Addressing the Advertising of Controversial Products in China: An Empirical Approach,” Journal of Business Ethics, 88 (1), 43-58. [PDF]

 

35. Wang, Xuehua and Zhilin Yang (2008), “A Meta-Analysis of Effect Sizes in International Marketing Experiments,” International Marketing Review, 25 (3), 276-291. [PDF]

 

36. Li, Fuan, Nan Zhou, Rajiv Kashyap, and Zhilin Yang (2008), “Brand Trust as a Second Order Factor: An Alternative Measurement Model,” International Journal of Market Research, 50 (6), 817-840. [PDF]

 

37. Cai, Shaohan and Zhilin Yang (2008), “Development of Cooperative Norms in the Buyer-Supplier Relationship: The Chinese Experience,” Journal of Supply Chain Management, 44 (1), 55-70. [PDF]

 

38. Fam, Kim-Shyan, David Waller, F.S. Ong, and Zhilin Yang (2008), ‘Controversial Product Advertising in China: Perceptions of Three Generational Cohorts’, Journal of Consumer Behaviour, 7(6), 461-469. [PDF]

 

39.  Yang, Zhilin, Xuehua Wang, and Chenting Su (2006), “A Review of Research Methodologies in International Business,” International Business Review, 15 (6), 601-617. [PDF]

 

40.  Cai, Shaohan, Minjoon Jun, and Zhilin Yang (2006), “The Impact of Inter-organizational Internet Communication on Purchasing Performance: A Study of Chinese Manufacturing Firms,” Journal of Supply Chain Management, 42 (Summer), 16-29. [PDF]

 

41. Fam, Kim-Shyan and Zhilin Yang (2006), “Primary Influences of Environmental Uncertainty on Promotions Budget Allocation and Performance: A Cross-Country Study of Retail Advertisers,” Journal of Business Research, 59 (2), 259-267.  [PDF]

 

42. Yang, Zhilin, Zili Bi, and Nan Zhou (2005), “The Double Jeopardy Phenomenon and the Mediating Effect of Brand Penetration between Advertising and Brand Loyalty,” Journal of Advertising Research, 45 (2), 211-221. [PDF]

 

43.  Yang, Zhilin, Nan Zhou, and Jie Chen (2005), “Brand Choice of Older Chinese Consumers,” Journal of International Consumer Marketing, 17 (4), 65-81. [PDF]

 

44.  Zhou, Zheng, Yong Gao, Zhilin Yang, and Nan Zhou (2005), “Developing Strategic Orientation in China: Antecedents and Consequences of Market and Innovation Orientations,” Journal of Business Research, 58 (8), 1049-1058. [PDF]

 

45. Yang, Zhilin, Alan Cai, Kevin Zhou, and Nan Zhou (2005), “Development and Validation of An Instrument to Measure User Perceived Service Quality of Information Presenting Web Portals,” Information & Management, 42 (4), 575-589. [PDF]

**Ranked as the 5th (1st quarter of 2005), 11th (2nd quarter of 2005), 24th (3rd quarter of 2005), and 15th (4th quarter of 2005) out of the top 25 hottest articles in the Journal.

**Reprinted by Digital Library Forum, Issue 8, 2005, Institute of Scientific & Technical Information of PRC. For more details, visit http://www.dlf.net.cn/newsshow2.asp?ArticleID=568&bigclassname=文摘精粹

46. Yang, Zhilin and Robin Peterson (2004) “Customer Satisfaction, Perceived Value, and Loyalty: The Role of Switching­­­­ Costs,” Psychology & Marketing, 21 (10), 799-822. [PDF]

 

47.  Jun, Minjoon, Zhilin Yang, and DaeSoo Kim (2004), “Customers’ Perceptions of Online Retailing Service Quality and Their Satisfaction,” International Journal of Quality & Reliability Management, 21 (8), 817-840. [PDF]

 

48.  Yang, Zhilin and Robin Peterson (2004) “Customer Satisfaction, Perceived Value, and Loyalty: The Role of Switching Costs,” Psychology & Marketing, 21 (10), 799-822. [PDF]

 

49.  Yang, Zhilin and Xiang Fang (2004), “Online Service Quality Dimensions and Their Relationships with Satisfaction: A Content Analysis of Customer Reviews of Securities Brokerage Services,” International Journal of Service Industry Management, 15 (3), 302-326. [PDF]

**Received the Highly Commended Award (2005) from the Emerald Literati Club. 

50.  Yang, Zhilin, Minjoon Jun, and Robin Peterson (2004), “Measuring Customer Perceived Online Service Quality: Scale Development and Managerial Implications,” International Journal of Operations and Production Management, 24 (11), 1149-1174. [PDF]

 

51.  Yang, Zhilin, Robin T. Peterson, and Shaohai Cai (2003), “Services Quality Dimensions of Internet Retailing: An Exploratory Analysis,” Journal of Services Marketing, 17 (7), 685-98. [PDF]

 

52.  Yang, Zhilin and Robin T. Peterson (2003), “I Read about It Online … Web-based  Product Reviews Provide a Wealth of Information for Marketers,” Marketing Research, 15 (4), 26-31.  [PDF]

**Reprinted as, "Web Product Reviews Help Strategy," in Marketing News (2004), 38 (6), 18-22.

**Reprinted as, “Lo He Leido En Internet,” in Harvard-Deusto Marketing & Ventas, No.66, Ene., - Feb., 2005, P.60-67. 

53.  Yang, Zhilin and Minjoon Jun (2002), “Consumer Perception of e-Service Quality: From Internet Purchaser and No-Purchaser Perspectives,” Journal of Business Strategies, 19 (1), 19-41. [PDF]

 

54.  Yang, Zhilin and Robin T. Peterson (2002), “The Determinants of Quality of Online Retail Food Purchasing: A Content Analysis of Consumer Compliments and Complaints,” Journal of Foodservice Business Research, 5 (2), 25-46. [PDF]

 

55.  Yang, Zhilin, Robin T. Peterson, and Lily Huang (2001), “Taking the Pulse of Internet Pharmacies: Online Consumers Speak Out on Pharmacy Services,” Marketing Health Services (Formerly Journal of Health Care Marketing), 21 (Summer), 4 -10. [PDF]

 

56.  Hyman, Michael R. and Zhilin Yang (2001), “International Marketing Serials: A Retrospective,” International Marketing Review, 18 (6), 667-716. [PDF]

**Lead article in issue

In addition, I have published 23 articles in various Chinese academic journals. Ten of these were considered “core” journals.

For my other publications, please refer to my site at College of Business or contact me via email (mkzyang@cityu.edu.hk).