• Chen, Zhuohao and Zhi Lu (2009), "Understanding the Role of Brand Personality Fit and the Moderating Effect of Self-Connection in Brand Extension", presented on Conference for Advances in Consumer Research (ACR North America 2009), Pittsburgh: Association for Consumer Research, October 2009.
• Chen, Zhuohao (2009), "When Does a Brand Have a Broader Boundary? Understanding the Role of Brand Personality in Consumer Brand Extension Evaluation", presented on the Cambridge, Oxford and Warwick Business Schools Spring Doctoral Conference 2009, Oxford: Oxford University, April 2009.
• Chen, Zhuohao (2008), “Expanding the Psychological Boundary of a Brand: the Role of Brand Personality and Brand Culture in the Construct of ‘Perceived Fit’ of Brand Extensions”, presented on the 1st Workshop of the Marketing, Innovation and Chinese Economy (MICE) Network, Beijing: Tsinghua University, March 2008.
• Chen, Zhuohao and Zhi Lu (2007), “Expanding the Psychological Boundaries of Brand Extensions: The Role of Brand Personality in the Formation of Consumer Brand Extension Attitude”, in the Proceedings of the 4th JMS Conference of China Marketing Science, 647-671, Best Paper Award, Shanghai: Fudan University, October 2007.
• Huang, Xun and Zhuohao Chen (2006), “How to Choose the Endorser: A Perspective of the Match-up between Different Types of the Endorsers and the Motivations,” in the Proceedings of the 3rd JMS Conference of China Marketing Science, Wuhan: Wuhan University, October 2006.
• Chen, Zhuohao (2006), “The Mechanism of Brand Personality on Consumer Brand Attitudes,” presented on Fudan 101st Anniversary Academic Forum, Shanghai: Fudan University, May 2006.
• Chen, Zhuohao, Zhi Lu and Xun Huang (2006), “Personality or Price? The ‘M-zone’ in Consumers’ Eyes.” (Teaching Case), presented on the Teaching Case Conference of Consumer Behaviour in China, Guangzhou: Sun Yat-Sen University, May 2006.
• Chen, Zhuohao, Zhi Lu and Qingyun Jiang (2005), “How Brand Personality Influences Brand Attitude: A Research in the Perspective of Consumer Brand Cognition,” in the Proceedings of the 2nd JMS Conference of China Marketing Science, 415-429, Beijing: Peking University, November 2005.
• Chen, Zhuohao, Lianhua Zhou and Shu Yang (2005), “Rational Personality Presentation: How Brand Personality Recognition Influences University Students’ Online Consuming Behaviour?” in the Proceedings of the 4th Conference of Chinese Psychology and the Development of Western Regions, Yinchuan: Ningxia Normal University, May 2005.