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His theoretical research interests are in the area of how cognitive representations of information influence consumer cognition and decision making. In particular, he has studied representations of product differentiating features in consumer preference formation. This research develops a framework to address the role of comparison and feature alignability in forming strategies for market entry and marketing communications.
Zhang is a frequent speaker at professional conferences and seminars, and author of articles in leading journals of marketing, consumer behavior and applied psychology. He has also studied representations of linguistic structures and their impact on information processing, comparative cognitions and decision making. This research provides frameworks for brand naming and international/cross-cultural consumer research, and it suggests how firms can leverage differences between consumers to formulate brand naming and positioning strategies.
Zhang is a frequent speaker at professional conferences and seminars, and author of articles in leading journals of marketing, consumer behavior and applied psychology. He has also studied representations of linguistic structures and their impact on information processing, comparative cognitions and decision making. This research provides frameworks for brand naming and international/cross-cultural consumer research, and it suggests how firms can leverage differences between consumers to formulate brand naming and positioning strategies.
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Psycholinguistic Phenomena in Marketing Communicationspp.59-78, (2020)
HANDBOOK ON BRAND AND EXPERIENCE MANAGEMENT (2008)
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