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Zhuohao Chen

Doctoral Researcher
Marketing and Strategic Management Group
Warwick Business School
The University of Warwick
M.Sc. (Fudan University, 2007)
B.Sc. (Hons.) (Fudan University, 2004)



  • Zhuohao Chen is a current doctoral researcher of Warwick Business School at the University of Warwick under supervision of Prof. Qing Wang. Prior to joining WBS Doctoral Programme in September of 2008, he was a case researcher of the Case Study Centre of the School of Management at Fudan University (Shanghai, China), where he obtained both Master's degree in Business Studies and Honours Bachelor's degree in Marketing.
  • Zhuohao's doctoral research is sponsored by AXA Research Fund and UK/China Scholarship Council. He is Member of Association for Consumer Research (ACR) and China Marketing Association (CMA). His research has been published by leading marketing conferences such as Conference for Advances in Consumer Research as well as in top Chinese journals in business and marketing research.
  • Zhuohao is the first recepient of AXA Research Followship in the University of Warwick, was the youngest recepient of CMA Annual Best Paper Award (2006), and also recepient of JMS Conference Best Paper Award (2007), Best Master's Dissertation Award (2008), etc.


Research Interests

  • Zhuohao's research interests focus on branding strategy and brand marketing from the perspective of consumer psychology and behaviour.
  • His recent research topics involve the affect transfer process in consumer brand extension evaluations, the role of brand personality and self-connection in brand extension strategy, and the evolution of consumer brand knowledge of global brands in emerging markets.
  • Empirical research methods, such as psychological laboratory experiments, field survey, structural modelling and neuroimaging technique (e.g. fMRI), are widely used to support his doctoral thesis.


Room D1.13
WBS Social Studies Bldg.
Warwick Business School
University of Warwick
Coventry CV4 7AL
United Kingdom

Tel: +44(0)24 76150057
Fax: +44(0)24 76524650