• Chen, Zhuohao and Zhi Lu (2010), "Understanding the Role of Brand Personality Fit and the Moderating Effect of Self-Connection in Brand Extension", in Advances in Consumer ResearchVolume 37, eds. Margaret C. Campbell and Jeff Inman and Rik Pieters, Duluth, MN : Association for Consumer Research.
• Lu, Zhi and Zhuohao Chen (2010), "The Role of Brand Personality in the Cognitive Evaluation Process and the Affect Transfer Process of Consumer Brand Extension Attitude Formation" (in Chinese), Journal of Management Sciences (管理科学学报), forthcoming.
• Jiang, Qingyun, Xun Huang and Zhuohao Chen (2009), "Antecedents and consequences of consumers’ trust in electronic intermediaries: An empirical study of hotel booking websites," Frontiers of Business Research in China, 3(4), 647-666.
• Chen, Zhuohao and Zhi Lu (2008), “The Influence of 'Fit' of Brand Personality on Consumers’ Attitude towards Brand Extension: A Perspective of Consumers’ Perceived Fit on Brand Extensions” (in Chinese), Journal of China Industrial Economics (中国工业经济), 25(October), 85-96.
• Chen, Zhuohao (2007), “Brand Personality and Brand Relationship Management of Service Brands: A Case Study of M-zone” (in Chinese), Marketing Herald (市场营销导刊), 14(3), 44-48.
• Jiang, Qingyun, Xun Huang and Zhuohao Chen (2007), “Formation of Intermediary Trust in the Internet Environment: An Example of Hotel-Booking Website” (in Chinese), Journal of Marketing Science (营销科学学报), 3(2), 56-67.
• Chen, Zhuohao, Zhi Lu and Qingyun Jiang (2006), “How Brand Personality Influences Brand Attitude: A Research In the Perspective of Consumer Brand Cognition” (in Chinese), Journal of Marketing Science (营销科学学报), 2(2), 103-116.
• Lu, Zhi and Zhuohao Chen (2005), “A Handshake by Two Prestigious Gentlemen: the Frontline of Economic Psychology” (in Chinese), Social Observation (社会观察), March 2005, 47-49.