Zhilin Yang

Qualifications

• PhD - Marketing (New Mexico State University)
• MA - International Business (Shanghai University of Finance and Economics)
• BA - Accounting (China University of Mining and Technology)

Biography

My main research interest areas are governance strategies in marketing channels, institutional theory, business network analysis, and online service marketing.

I have received University Research Excellence Award and College Research Excellence Award in 2013. My research papers have received such awards as Emerald Citations of Excellence for 2015, IBM Best Paper Award Finalist from Journal of Service Research, 2011; Best Paper Award (Supply Chain Track) from the Decision Science Institution and McGraw-Hill Irwin Distinguished Paper Award; and three Highly Commended Award from Emerald Literati Club (2015, 2013 & 2005). My papers have been widely cited (# of citations was 3,169 from ISI, 4,676 from Scopus, and 11,877 from Google Scholar as of 28/02/2020).

Since joined CityU in 2001, I have published over 95 articles in various decent academic journals, including Journal of Marketing, Journal of Marketing Research, Journal of International Business Studies, Journal of Operations Management, International Business Review, International Marketing Review, Journal of Advertising Research, Journal of Business Research, and Psychology and Marketing. In addition, I have had over 40 conference presentations and proceedings.

I have been serving as an Editor-in-Chief of Asian Journal of Business Research, an Associate Editor of European Journal of Marketing, and a member of editorial board for Journal of Business Research, Industrial Marketing Management, International Journal of Physical Distribution and Logistics, Asia Pacific Journal of Marketing and Logistics, and EsicMarket (Spain), and as a special issue editor for Journal of Business Ethics (2009), Industrial Marketing Management (2010, 2014), Journal of Business Research (2013), International Marketing Review (2019), and International Journal of Emerging Markets (2020). I have served ad hoc reviewers for over 40 journals and conferences.

I have received 32 research grants totalled about US$ 1,080, 000 and served as a principal investigator for 25 grants totalled US$700,000, including NSFC (China), CERG/GRFs (Hong Kong), and Hong Kong/Germany joint research scheme. Over years, I have been invited by more than 20 universities to deliver quality seminars.

In addition, I have built extensive connections with business communities especially those in China by providing business training and consulting services for many Chinese firms and multi-national enterprises.

Research Areas

• Network in Marketing
• Governance Strategies in Marketing Channels
• Customer Value and Customer Loyalty
• Service Quality and Customer Satisfaction in Electronic Commerce

Publications

Journal Publications and Reviews

Zeng, Fue; Ye, Qing; Yang, Zhilin; Li, Jing; Song, Yiping Amy / Correction to: Which Privacy Policy Works, Privacy Assurance or Personalization Declaration? An Investigation of Privacy Policies and Privacy Concerns. November 2020; In: Journal of Business Ethics.

Zeng, Fue; Ye, Qing; Yang, Zhilin; Li, Jing; Song, Yiping Amy / Which Privacy Policy Works, Privacy Assurance or Personalization Declaration? An Investigation of Privacy Policies and Privacy Concerns. November 2020; In: Journal of Business Ethics.

Zhang, Guangming; Dai, Gengxin; Sun, Hao; Zhang, Guitao; Yang, Zhilin / Equilibrium in supply chain network with competition and service level between channels considering consumers' channel preferences. November 2020; In: Journal of Retailing and Consumer Services. Vol. 57

Chen, Shijiao; Zhang, Jing A.; Gao, Hongzhi; Yang, Zhilin; Mather, Damien / Trust Erosion During Industry-Wide Crises: The Central Role of Consumer Legitimacy Judgement. August 2020; In: Journal of Business Ethics.

Cai, Shaohan; Jun, Minjoon; Yang, Zhilin / The Joint Effects of Formal Institutions and Business Characteristics on Interfirm Guanxi in China: A Fuzzy Set Analysis. May 2020; In: Journal of Business-to-Business Marketing. Vol. 27, No. 2, pp. 151-174

Zheng, Xu (Vivian); Li, Xiaoling; Ren, Xingyao; Yang, Zhilin / Enhancing compliance among channel members by modeling reward events: matching motivation and ability with model selection. March 2020; In: Journal of the Academy of Marketing Science. Vol. 48, No. 2, pp. 331-349

Zeng, Fue; Ye, Qing; Li, Jing; Yang, Zhilin / Does self-disclosure matter? A dynamic two-stage perspective for the personalization-privacy paradox. February 2020; In: Journal of Business Research.

Jia, Fang; Yang, Zhilin; Ji, Li; Xu, Shen / “Boss ceiling effect”: brand downgrading consumption of workplace employees. 2020; In: Asia Pacific Journal of Marketing and Logistics. Vol. 32, No. 7, pp. 1589-1609

Xu, Lan; Zhang, Lei; Cui, Nan; Yang, Zhilin / How and when AR technology affects product attitude. 2020; In: Asia Pacific Journal of Marketing and Logistics. Vol. 32, No. 6, pp. 1226-1241

Yang, Zhilin / Guanxi : How China Works. By Yanjie Bian. Medford, Mass.: Polity Books, 2019.. November 2019; In: American Journal of Sociology. Vol. 125, No. 3, pp. 848-850

Wang, Dianwen; Yang, Zhilin; Ding, Zhihua / Is Sociability or Interactivity more Effective for Enhancing Performance? Findings from a Massively Multiplayer Online Role-Playing Game. November 2019; In: Journal of Interactive Marketing. Vol. 48, pp. 106-119

Li, Lan; Li, Gang; Yang, Xue; Yang, Zhilin / Pursuing superior performance of service innovation through improved corporate social responsibility: From a knowledge acquisition perspective. September 2019; In: Asia Pacific Journal of Marketing and Logistics. Vol. 31, No. 4, pp. 925-943

Jia, Fang; Yang, Zhilin / Perceptual difference of dependence and trust in marketing channel: reconsideration of dependence measurement. July 2019; In: Asian Business and Management.

He, Yuanqiong; Zhang, Junfang; Zhou, Yuanyuan; Yang, Zhilin / “Monkey See, Monkey Do?”: The Effect of Construal Level on Consumers’ Reactions to Others’ Unethical Behavior. May 2019; In: Journal of Business Ethics. Vol. 156, No. 2, pp. 455-472

Jiang, Yiran; Xu, Lan; Cui, Nan; Zhang, Hui; Yang, Zhilin / How does customer participation in service influence customer satisfaction? The mediating effects of role stressors. April 2019; In: International Journal of Bank Marketing. Vol. 32, No. 3, pp. 691-710

Jiang, Ling(Alice); Zhu, Nibing; Yang, Zhilin; Xu, Shen; Jun, Minjoon / The relationships between distance factors and international collaborative research outcomes: A bibliometric examination. August 2018; In: Journal of Informetrics. Vol. 12, No. 3, pp. 618-630

O'Connor, Neale G.; Yang, Zhilin; Jiang, Ling / Challenges in gaining supply chain competitiveness: Supplier response strategies and determinants. July 2018; In: Industrial Marketing Management. Vol. 72, pp. 138-151

Yang, Zhilin / Measuring Customer Perceived Hi-Tech New Product Performance: A Study of PDA Products. May 2018; In: Asian Journal of Business Research. Vol. 8, No. 1, pp. 107-129

Jiang, Hongyan; Yang, Zhilin; Sun, Peizhen; Xu, Mengmeng / When does social exclusion increase or decrease food self-regulation?: The moderating role of time orientation. January 2018; In: Journal of Consumer Behaviour. Vol. 17, No. 1, pp. 34-46

Jia, Fang; Yang, Zhilin; Jiang, Ling (Alice) / The effects of government relation and institutional environments on channel performance. 2018; In: Asia Pacific Journal of Marketing and Logistics. Vol. 30, No. 3, pp. 587-604

Zheng, Sijing; Hui, Siu Fu; Yang, Zhilin / Hospital trust or doctor trust?: A fuzzy analysis of trust in the health care setting. September 2017; In: Journal of Business Research. Vol. 78, pp. 217-225

Cai, Shaohan; Jun, Minjoon; Yang, Zhilin / The Effects of Boundary Spanners’ Personal Relationships on Interfirm Collaboration and Conflict: A Study of the Role of Guanxi in China. July 2017; In: Journal of Supply Chain Management. Vol. 53, No. 3, pp. 19-40

Zhang, Chuang; Zhuang, Guijun; Yang, Zhilin; Zhang, Yang / Brand Loyalty Versus Store Loyalty: Consumers’ Role in Determining Dependence Structure of Supplier–Retailer Dyads. April 2017; In: Journal of Business-to-Business Marketing. Vol. 24, No. 2, pp. 139-160

Zhong, Weiguo; Su, Chenting; Peng, Jisheng; Yang, Zhilin / Trust in Interorganizational Relationships: A Meta-Analytic Integration. April 2017; In: Journal of Management. Vol. 43, No. 4, pp. 1050-1075

Cai, Shaohan; YANG, Zhilin / Trust, Information Integration, and Coordination Costs: An Integrative Mode. April 2017; In: Asian Journal of Business Research. Vol. 7, No. 1, pp. 79-93

Wang, Yonggui; Wang, Na; Jiang, Ling; Yang, Zhilin; Cui, Victor / Managing relationships with power advantage buyers: The role of supplier initiated bonding tactics in long-term buyer–supplier collaborations. December 2016; In: Journal of Business Research. Vol. 69, No. 12, pp. 5587-5596

Jiang, Ling; Jun, Minjoon; Yang, Zhilin / Customer-perceived value and loyalty: how do key service quality dimensions matter in the context of B2C e-commerce?. June 2016; In: Service Business. Vol. 10, No. 2, pp. 301-317

Chung, Henry F.L.; Wang, Cheng Lu; Huang, Pei-How; Yang, Zhilin / Organizational capabilities and business performance: When and how does the dark side of managerial ties matter?. May 2016; In: Industrial Marketing Management. Vol. 55, pp. 70-82

Hu, Qinfang; Chan, S. Fiona; Zhang, Guangling; Yang, Zhilin / The joint-liability mechanism: controlling opportunism through peer monitoring among Chinese supplier groups. 2016; In: Journal of Business and Industrial Marketing. Vol. 31, No. 5, pp. 640-653

Chung, Henry F.L.; Yang, Zhilin; Huang, Pei-How / How does organizational learning matter in strategic business performance? The contingency role of guanxi networking. June 2015; In: Journal of Business Research. Vol. 68, No. 6, pp. 1216-1224

Liu, Zhiqiang; Yang, Zhilin; Zeng, Fue; Waller, David / The Developmental Process of Unethical Consumer Behavior: An Investigation Grounded in China. May 2015; In: Journal of Business Ethics. Vol. 128, No. 2, pp. 411-432

Yang, Zhilin; Jiang, Ling Alice / Managing corporate crisis in China: Sentiment, reason, and law. March 2015; In: Business Horizons. Vol. 58, No. 2, pp. 193-201

Cai, Shaohan; Yang, Zhilin / THE ROLE OF THE GUANXI INSTITUTION IN SKILL ACQUISITION BETWEEN FIRMS: A STUDY OF CHINESE FIRMS. October 2014; In: Journal of Supply Chain Management. Vol. 50, No. 4, pp. 3-23

Yang, Zhilin; Su, Chenting / Institutional theory in business marketing: A conceptual framework and future directions. July 2014; In: Industrial Marketing Management. Vol. 43, No. 5, pp. 721-725

Gao, Hongzhi; Knight, John G.; Yang, Zhilin; Ballantyne, David / Toward a gatekeeping perspective of insider-outsider relationship development in China. July 2014; In: Journal of World Business. Vol. 49, No. 3, pp. 312-320

Cai, Shaohan; Yang, Zhilin / On the relationship between business environment and competitive priorities: The role of performance frontiers. May 2014; In: International Journal of Production Economics. Vol. 151, pp. 131-145

Yang, Zhilin; Jia, Fang; Cai, Shaohan / The performance implications of perceptual differences of dependence in marketing channels: The mediating role of trust. March 2014; In: Asia Pacific Journal of Marketing and Logistics. Vol. 26, No. 3, pp. 344-364

Wang, Xuehua; Chi Chow, Wing; Yang, Zhilin; Y.M. Lai, Jennifer / Market signals: web site investment and physical store existence. 2014; In: Asia Pacific Journal of Marketing and Logistics. Vol. 26, No. 1, pp. 94-113

Yang, Zhilin; Su, Chenting / Understanding Asian business strategy: Modeling institution-based legitimacy-embedded efficiency. December 2013; In: Journal of Business Research. Vol. 66, No. 12, pp. 2369-2374

Wang, Yonggui; Wu, Jianfeng; Yang, Zhilin / Customer Participation and Project Performance: The Mediating Role of Knowledge Sharing in the Chinese Telecommunication Service Industry. October 2013; In: Journal of Business-to-Business Marketing. Vol. 20, No. 4, pp. 227-244

Jiang, Ling (Alice); Yang, Zhilin; Jun, Minjoon / Measuring consumer perceptions of online shopping convenience. April 2013; In: Journal of Service Management. Vol. 24, No. 2, pp. 191-214

Wu, Jianan; Wu, Yinglu; Sun, Jie; Yang, Zhilin / User reviews and uncertainty assessment: A two stage model of consumers' willingness-to-pay in online markets. April 2013; In: Decision Support Systems. Vol. 55, No. 1, pp. 175-185

Wang, Yonggui; Chan, S. Fiona; Yang, Zhilin / Customers' perceived benefits of interacting in a virtual brand community in China. February 2013; In: Journal of Electronic Commerce Research. Vol. 14, No. 1, pp. 49-66

Wang, Xuehua; Yang, Zhilin / Inter-firm opportunism: A meta-analytic review and assessment of its antecedents and effect on performance. January 2013; In: Journal of Business and Industrial Marketing. Vol. 28, No. 2, pp. 137-146

Cai, Huajian; Fang, Xiang; Yang, Zhilin; Song, Hairong / Implicit Consumer Animosity: A Primary Validation. July 2012; In: Journal of Applied Social Psychology. Vol. 42, No. 7, pp. 1651-1674

Wang, Xuehua; Chow, Cheris W.; Yang, Zhilin / A two-path model on the effects of positivity and empathy reflected by online reviews: A choice mechanism perspective. June 2012; In: International Journal of Internet Marketing and Advertising. Vol. 7, No. 3, pp. 260-277

Yang, Zhilin; Su, Chenting; Fam, Kim-Shyan / Dealing with institutional distances in international marketing channels: Governance strategies that engender legitimacy and efficiency. May 2012; In: Journal of Marketing. Vol. 76, No. 3, pp. 41-55

Jiang, Ling(Alice); Yang, Zhilin; Carlson, David / Marketing Professionals’ Perceptions of Marketing Journals/Publications. March 2012; In: African Journal of Business Management. Vol. 6, No. 11, pp. 4317-4327

Hu, Jing; Liu, Xin; Wang, Sijun; Yang, Zhilin / The role of brand image congruity in Chinese consumers' brand preference. February 2012; In: Journal of Product and Brand Management. Vol. 21, No. 1, pp. 26-34

Yang, Zhilin; Wang, Cheng Lu / Guanxi as a governance mechanism in business markets: Its characteristics, relevant theories, and future research directions. May 2011; In: Industrial Marketing Management. Vol. 40, No. 4, pp. 492-495

Zeng, Fue; Yang, Zhilin; Li, Yongqiang; Fam, Kim-Shyan / Small business industrial buyers' price sensitivity: Do service quality dimensions matter in business markets?. April 2011; In: Industrial Marketing Management. Vol. 40, No. 3, pp. 395-404

Cai, Shaohan; Yang, Zhilin; Jun, Minjoon / Cooperative norms, structural mechanisms, and supplier performance: Empirical evidence from Chinese manufacturers. March 2011; In: Journal of Purchasing and Supply Management. Vol. 17, No. 1, pp. 1-10

Wang, Xuehua; YANG, Zhilin / The Impact of Brand Credibility and Brand Personality on Purchase Intention: An Empirical Study in China. March 2011; In: Advances in International Marketing. Vol. 21, pp. 137 - 153

Ding, Min; Hauser, John R.; Dong, Songting; Dzyabura, Daria; Yang, Zhilin; Su, Chenting; Gaskin, Steven P. / Unstructured direct elicitation of decision rules. February 2011; In: Journal of Marketing Research. Vol. 48, No. 1, pp. 116-127

Li, Yongqiang; Wang, Xuehua; Yang, Zhilin / The effects of corporate-brand credibility, perceived corporate-brand origin, and self-image congruence on purchase intention: Evidence from China's auto industry. January 2011; In: Journal of Global Marketing. Vol. 24, No. 1, pp. 58-68

Yang, Zhilin; Zhou, Chen; Jiang, Ling / When do formal control and trust matter? A context-based analysis of the effects on marketing channel relationships in China. January 2011; In: Industrial Marketing Management. Vol. 40, No. 1, pp. 86-96

Wang, Xuehua; Yang, Zhilin / The impact of brand credibility and brand personality on purchase intention: An empirical study in China. 2011; In: Advances in International Marketing. Vol. 21, pp. 137-153

Schumann, Jan H.; Komor, Marcin; Wangenheim, Florian V.; Stringfellow, Anne; Yang, Zhilin; Praxmarer, Sandra; Jiménez, Fernando R.; Blazevic, Vera; Shannon, Randall M.; Shainesh, G. / Drivers of trust in relational service exchange: Understanding the importance of cross-cultural differences. November 2010; In: Journal of Service Research. Vol. 13, No. 4, pp. 453-468

Cai, Shaohan; Yang, Zhilin; Hu, Zuohao / The effects of volume consolidation on buyer-supplier relationships: A study of Chinese firms. September 2010; In: Journal of Purchasing and Supply Management. Vol. 16, No. 3, pp. 152-162

Cai, Shaohan; Jun, Minjoon; Yang, Zhilin / Implementing supply chain information integration in China: The role of institutional forces and trust. May 2010; In: Journal of Operations Management. Vol. 28, No. 3, pp. 257-268

Schumann, Jan H.; Jiménez, Fernando R.; Wangenheim, Florian V; Stringfellow, Anne; Yang, Zhilin; Blazevic, Vera; Praxmarer, Sandra; Shainesh, G.; Komor, Marcin; Shannon, Randall M. / Cross-cultural differences in the effect of received word-of-mouth referral in relational service exchange. 2010; In: Journal of International Marketing. Vol. 18, No. 3, pp. 62-80

Wang, Xuehua; Yang, Zhilin / The effect of brand credibility on consumers' brand purchase intention in emerging economies: The moderating role of brand awareness and brand image. 2010; In: Journal of Global Marketing. Vol. 23, No. 3, pp. 177-188

Wang, Xuehua; Yang, Zhilin; Liu, Ning Rong / The impacts of brand personality and congruity on purchase intention: Evidence from the Chinese mainland's automobile market. July 2009; In: Journal of Global Marketing. Vol. 22, No. 3, pp. 199-215

Cai, Shaohan; Yang, Zhilin; Hu, Zuohao / Exploring the governance mechanisms of quasi-integration in buyer-supplier relationships. June 2009; In: Journal of Business Research. Vol. 62, No. 6, pp. 660-666

Su, Chenting; Yang, Zhilin; Zhuang, Guijun; Zhou, Nan; Dou, Wenyu / Interpersonal influence as an alternative channel communication behavior in emerging markets: The case of China. May 2009; In: Journal of International Business Studies. Vol. 40, No. 4, pp. 668-689

Fam, Kim-Shyan; Waller, David S.; Yang, Zhilin / Addressing the advertising of controversial products in China: An empirical approach. April 2009; In: Journal of Business Ethics. Vol. 88, No. SUPPL. 1, pp. 43-58

Fam, Kim-Shyan; Yang, Zhilin; Hyman, Mike / Confucian/Chopsticks Marketing. 2009; In: Journal of Business Ethics. Vol. 88, No. SUPPL. 3, pp. 393-397

Zeng, Fue; Hu, Zuohao; Chen, Rong; Yang, Zhilin / Determinants of online service satisfaction and their impacts on behavioural intentions. 2009; In: Total Quality Management and Business Excellence. Vol. 20, No. 9, pp. 953-969

Hyman, Michael R.; YANG, Zhi Lin; Fam, kim-Shyan; Stratemeyer, Andreas W. / International Business Research: A Retrospective. October 2008; In: The Open Business Journal. Vol. 1, pp. 67 - 95

Zhou, Kevin Zheng; Poppo, Laura; Yang, Zhilin / Relational ties or customized contracts? An examination of alternative governance choices in China. April 2008; In: Journal of International Business Studies. Vol. 39, No. 3, pp. 526-534

Zhuang, Gui-Jun; Zhou, Nan; Su, Chen-Ting; Yang, Zhi-Lin / Impact of social capital and guanxi orientation on interfirm communication in marketing channels. March 2008; In: Xitong Gongcheng Lilun yu Shijian/System Engineering Theory and Practice. Vol. 28, No. 3, pp. 1-15

Cai, Shaohan; Yang, Zhilin / Development of cooperative norms in the buyer-supplier relationship: The Chinese experience. January 2008; In: Journal of Supply Chain Management. Vol. 44, No. 1, pp. 55-70

Wang, Xuehua; Yang, Zhilin / A meta-analysis of effect sizes in international marketing experiments. 2008; In: International Marketing Review. Vol. 25, No. 3, pp. 276-291

Li, Fuan; Zhou, Nan; Kashyap, Rajiv; Yang, Zhilin / Brand trust as a second-order factor. An alternative measurement model. 2008; In: International Journal of Market Research. Vol. 50, No. 6, pp. 817-839

Fam, Kim-Shyan; Waller, David; Ong, F.S.; YANG, Zhi Lin / Controversial Product Advertising in China: Perceptions of Three Generational Cohorts. 2008; In: Journal of Consumer Behaviour. Vol. 7, No. 6, pp. 461 - 469

Wang, Xuehua; Yang, Zhilin / Does country-of-origin matter in the relationship between brand personality and purchase intention in emerging economies? Evidence from China's auto industry. 2008; In: International Marketing Review. Vol. 25, No. 4, pp. 458-474

Yang, Zhilin; Wang, Xuehua; Su, Chenting / A review of research methodologies in international business. December 2006; In: International Business Review. Vol. 15, No. 6, pp. 601-617

Cai, Shaohan; Jun, Minjoon; Yang, Zhilin / The impact of interorganizational internet communication on purchasing performance: A study of Chinese manufacturing firms. August 2006; In: Journal of Supply Chain Management. Vol. 42, No. 3, pp. 16-29

Fam, Kim-Shyan; Yang, Zhilin / Primary influences of environmental uncertainty on promotions budget allocation and performance: A cross-country study of retail advertisers. February 2006; In: Journal of Business Research. Vol. 59, No. 2, pp. 259-267

Zhou, Kevin Zheng; Gao, Gerald Yong; Yang, Zhilin; Zhou, Nan / Developing strategic orientation in China: Antecedents and consequences of market and innovation orientations. August 2005; In: Journal of Business Research. Vol. 58, No. 8, pp. 1049-1058

Yang, Zhilin; Bi, Zili; Zhou, Nan / The double jeopardy phenomenon and the mediating effect of brand penetration between advertising and brand loyalty. June 2005; In: Journal of Advertising Research. Vol. 45, No. 2, pp. 211-221

Yang, Zhilin; Cai, Shaohan; Zhou, Zheng; Zhou, Nan / Development and validation of an instrument to measure user perceived service quality of information presenting Web portals. May 2005; In: Information and Management. Vol. 42, No. 4, pp. 575-589

Yang, Zhilin; Zhou, Nan; Chen, Jie / Brand choice of older Chinese consumers. 2005; In: Journal of International Consumer Marketing. Vol. 17, No. 4, pp. 65-81

Yang, Zhilin; Peterson, Robin T. / Customer perceived value, satisfaction, and loyalty: The role of switching costs. October 2004; In: Psychology and Marketing. Vol. 21, No. 10, pp. 799-822

Jun, Minjoon; Yang, Zhilin; Kim, DaeSoo / Customers' perceptions of online retailing service quality and their satisfaction. 2004; In: International Journal of Quality and Reliability Management. Vol. 21, No. 8, pp. 817-840

Yang, Zhilin; Jun, Minjoon; Peterson, Robin T. / Measuring customer perceived online service quality: Scale development and managerial implications. 2004; In: International Journal of Operations and Production Management. Vol. 24, No. 11, pp. 1149-1174

Yang, Zhilin; Fang, Xiang / Online service quality dimensions and their relationships with satisfaction: A content analysis of customer reviews of securities brokerage services. 2004; In: International Journal of Service Industry Management. Vol. 15, No. 3, pp. 302-326

Yang, Zhilin; Peterson, Robin T.; Cai, Shaohan / Services quality dimensions of Internet retailing: An exploratory analysis. December 2003; In: Journal of Services Marketing. Vol. 17, No. 7, pp. 685-700

Yang, Zhilin; Peterson, Robin T. / I read about it online.... December 2003; In: Marketing Research. Vol. 15, No. 4, pp. 26-31

Yang, Zhilin; Peterson, Robin T. / The quality dimensions of internet retail food purchasing: A content analysis of consumer compliments and complaints. April 2002; In: Journal of Foodservice Business Research. Vol. 5, No. 2, pp. 25-46

Yang, Z.; Peterson, R. T.; Huang, L. / Taking the pulse of Internet pharmacies.. June 2001; In: Marketing Health Services. Vol. 21, No. 2, pp. 4-10

Hyman, Michael R.; Yang, Zhilin / International marketing serials: A retrospective. 2001; In: International Marketing Review. Vol. 18, No. 6, pp. 667-716

Yang, Z.; Peterson, R. T.; Huang, L. / Taking the pulse of internet pharmacies: Online shoppers speak out on pharmacy service issues. 2001; In: Marketing Health Services. Vol. 21, No. 2, pp. 5-10

Conference Papers

YANG, Zhilin / Institutional Theory in Business Markets. August 2012; 2012 JMS Annual Conference, 10/08/2012 - 12/08/2012, , China.

YANG, Zhilin / How to Publish Top Tier Journals: Build and Test a Solid Theoretial Model. May 2012; 2012 MAG Scholar Conference, 29/05/2012 - 01/06/2012, Gyor, Hungary.

YANG, Zhilin / Building and Managing Channels in China: The Effect of Institutional Environments. March 2012; 2nd National China Business Symposium, 01/03/2012 - 01/03/2012, Auckland, New Zealand.

JIA, Fang; YANG, Zhilin / Mismatch between Trust and Interdependence: The Moderating Role of Power Imbalance. June 2011; Cambridge Business & Economics Conference (CBEC), 27/06/2011 - 28/06/2011, , United Kingdom.

Wang, Xuehua; YANG, Zhi Lin; SU, C T / The Impact of Brand Credibility and Brand Personality on Purchase Intention: An Empirical Study in China. October 2009; 2009 CIMaR-UIBE Business School Joint Conference, 15/10/2009 - 18/10/2009, , China.

Wang, Xuehua; YANG, Zhi Lin; Su, Chenting; Zhou, Nan; YANG, H / Foreign versus Local Non-Celebrity Endorser Effect in Emerging Economies: The Role of Ideal Identity Salience. August 2009; 2009 Summer Marketing Educators' Conference, 07/08/2009 - 10/08/2009, , United States.

Zeng, Fue; Dou, Wenyu; Su, Chen ting; Yang, Zhilin / The role of perceived unfairness in the decision making. June 2008; 2008 INFORMS Marketing Science Conference, 12/06/2008 - 14/06/2008, Vancouver, Canada.

Su, Chenting; Yang, Zhilin; Zeng, Fue / Formation process of CUB in Chinese societies: Mechanism exploration and theory construct. March 2008; 2008 Global Marketing Conference, 20/03/2008 - 23/03/2008, Shanghai, China.

Schumann, J. H.; von Wangenheim, F.; Yang, Zhilin / Cross-cultural differences in the development of trust in relational service exchange: An empirical analysis in the banking context in China and Germany. February 2008; AMA Winter Marketing Educator's Conference 2008, 15/02/2008 - 18/02/2008, Austin, TA, United States.

CAI, Shaohan; YANG, Zhi Lin; JUN, Minjoon / Relational governance in buyer-supplier relationship: Structures, processes, and performance implications. November 2007; 38th Decision Sciences Institute Annual Meeting (DSI 2007), 17/11/2007 - 20/11/2007, Phoenix, Arizona, United States.

Schumann, J. H.; v. Wangenheim, F.; Yang, Zhilin; Praxmarer, S.; Jimenez, F.; Komor, M.; Shainesh, G. / Cross-cultural differences in the development of trust in relational service exchange: An empirical analysis of trust building in high versus low uncertainty avoidance cultures. October 2007; 4th Workshop on Trust within and between Organizations, 25/10/2007 - 26/10/2007, Amsterdam, Netherlands.

Xu, Lan; YANG, Zhi Lin; Zhou, Nan; Li, Fuan / The contingent effects of benevolence and integrity on brand trust: An examination of moderators. October 2007; 4th Journal of Marketing Science Annual Conference (JMS 2007), 20/10/2007 - 21/10/2007, Shanghai, China.

Chapters, Conference Papers, Creative and Literary Works

Yang, Zhilin; Qi, Christine Xueqing; Li, Zhaoyuan / Whose Customer Satisfaction Matters? — Evidence of Stock Returns from the Perspective of Industry and Competitors. July 2019; Conference Proceedings - 2019 China Marketing International Conference: Globalization 2.0: China and the World Market. pp. 926-927

Ju, Xuenan; Hu, Zuohao; Yang, Zhilin / Development and main contents of international branding research. 2017; Research Frontiers on the International Marketing Strategies of Chinese Brands. pp. 17-38

Hu, Zuohao; Yang, Zhilin / Main topics and research framework of Chinese firms' international branding strategies. August 2016; Research Frontiers on the International Marketing Strategies of Chinese Brands. pp. 1-16

Wang, Yonggui; Yang, Zhilin / Customer asset orientation: Antecedents and consequences. 2007; Proceedings - ICSSSM'06: 2006 International Conference on Service Systems and Service Management. Vol. 1, pp. 60-66

Chong, Bessie; Yang, Zhilin; Wong, Michael / Asymmetrical Impact of Trustworthiness Attributes on Trust, Perceived Value and Purchase Intention: A Conceptual Framework for Cross-cultural Study on Consumer Perception of Online Auction. September 2003; ICEC '03 - Proceedings of the 5th International Conference on Electronic Commerce. pp. 213-219

Scholarly Books, Monographs, Reports and Case Studies YANG, Zhilin; Su, Chenting / Institutional Theory in Business Marketing, Industrial Marketing Management, Industrial Marketing Management. June 2013;

YANG, Zhilin; SU, Chenting / Strategic Management and Marketing: Asian Contributions to Theory and Practice, Journal of Business Research: Asian Contributions to Theory and Practice, Journal of Business Research. May 2013;