Profiles

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Xiang Fang Associate Professor Department of Marketing 319 North Hall, 700 N. Greenwood Ave. Tulsa Campus 918-594-8194 (Phone) 918-594-8281 (Fax)

Xiang Fang (Ph.D., University of Kansas) is Associate Professor of Marketing in the Spears School of Business at Oklahoma State University. His research interests include brand extension and alliance, emotion, public policy issues, and cross-cultural consumer research. His research has been published in the Journal of Consumer Research, Journal of Business Research, Psychology & Marketing, European Journal of Marketing, Journal of Consumer Affairs, and other journals and conference proceedings. Currently, Fang teaches the Consumer Behavior Seminar (Ph.D. program) and consumer behavior (undergraduate). He has received the Spears School of Business Richard W. Poole Research Excellence Award and is a member of the American Marketing Association and the Association for Consumer Research.

Education

Ph D, University of Kansas, LawrenceMarketing2004
MS, Shanghai University of Finance and EconomicsInternational Marketing1996
BA, Eastern China Normal University, ShanghaiPsychology1993

Publications

Sandy Huang, Ruping Liu & Xiang Fang. (2017). "Examining the Effect of Necessary Evil on Witnessing Customers’ Reactions to Dysfunctional Customer Behavior". American Marketing Association Winter Conference.

Jifei Wu, Hongyan Yu & Xiang Fang. (2017). "To Share Desirability or Feasibility? Examining the Effect and Mechanism of Direct and Indirect Use Experiences on Sharing". American Marketing Association Winter Conference.

Xiang Fang & ShengDong Lin. "The Influence of Status Differentiation on Vertical Brand Extension: Intercultural and Intracultural Comparisons". Emerald Publishing: Nankai Business Review International. . (Forthcoming).

Miranda Yin, Sanjay Mishra, Xiang Fang & Surendra Singh. "IMPACT OF DIVERSITY, QUALITY AND NUMBER OF BRAND ALLIANCE PARTNERS ON THE PERCEIVED QUALITY OF A NEW BRAND". Bingley BD16 1WA: Journal of Product and Brand Management. (Forthcoming). 26

Xiang Fang, Xiaoyu Wang & Yingying Shao. (2015). "An Event Study of the Influence of Product Recall on Competitors’ Stock Market Returns". Chicago, IL: American Marketing Association Summer Conference.

Xiang Fang, Huajian Cai, Yuanyuan Shi & Yu Luo. (2015). "Narcissism predicts impulsive buying: phenotypic and genetic evidence". Frontiers in psychology . 6

Xiang Fang, Bashar S Gammoh & Kevin Voss. (2013). "Building Brands through Brand Alliances: Combining Warranty Information with a Brand Ally". Blingley: Journal of Product & Brand Management. 22 (2), 153-160.

Huajian Cai, Xiang Fang, Zhilin Yang & Hairong Song . (2012). "Examining the Animosity Model of Foreign Product Purchase from Both Explicit and Implicit Perspectives". Journal of Applied Social Psychology. 42 (7), 1651-1674.

Xiaoyu Wang, Xuehua Zhao & Xiang Fang. (2012). "Examining the Influence of Power Distance Beliefs on Brand Personality". Advances in Consumer Research.

Kevin Voss, Bashar S. Gammoh & Xiang Fang. (2012). "How Does a Brand Ally Affect Consumer Evaluations of a Focal Brand?". Psychology & Marketing. 29 (12), 929-940.

Xiang Fang & ShengDong Lin. (2011). "Cross-Cultural Research on the Effect of Status Differentiation on Vertical Brand Extension". Advances in Consumer Research.

Marlys Mason & Xiang Fang. (2011). "The Influence of Specific Emotions and Involvement on the Processing of Risk Disclosure". Beijing, China: 9th Biennial Conference of Asian Association of Social Psychology.

Jing Yang, Rathindra Sarathy, Jin Kyu Lee & Xiang Fang. (2011). "Investigating the Influence of Product Reviews on Perceived Uncertainty in Online Transactions". Detroit, Michigan: 17th Americas Conference on Information Systems .

Fernando Jiménez, Xiang Fang & Darrell E Bartholomew. (2010). "Examining the Effect of Emotional Appeals on Bilingual Consumers". New Orleans, LA: American Marketing Association.

John Mowen, Xiang Fang & Kristin Scott. (2010). "Visual Product Aesthetics: A Hierarchical Analysis of its Trait and Value Antecedents and Its Behavioral Consequences". European Journal of Marketing. 44 (11/12), 1744-1762.

Bashar Gammoh, Kevin Voss & Xiang Fang. (2010). "Multiple Brand Alliances: A Portfolio Diversification Perspective". Journal of Product and Brand Management. 19 (1), 27-33.

Xiang Fang & John Mowen. (2009). "Examining the Trait and Functional Motive Antecedents of Four Gambling Activities: Slot Machines, Skilled Card Games, Sports Betting, & Promotional Games". Journal of Consumer Marketing. 26 (2), 121-131.

Bashar Gammoh, Kevin Voss & Xiang Fang. (2009). "Multiple Brand Alliances: A Portfolio Diversification Perspective". 2009 AMS Developments in Marketing Science. 23

John Mowen, Xiang Fang & Kristin Scott. (2009). "A Hierarchical Model Approach for Identifying the Trait Antecedents of General Gambling Propensity and Specific Gambling Behaviors". Journal of Business Research. 62 (12), 1262-1268.

B. Carlson, John Mowen & Xiang Fang. (2009). "Trait Superstition and Consumer Behavior". Psychology and Marketing. 26 (8), 689-713.

F. Qifeng, Y. Zhou & Xiang Fang. (2008). "The Effect of Cause-Brand Alliance on Consumers' Perception". Austin, TX: American Marketing Association.

Marlys Mason, D. Scammon & Xiang Fang. (2007). "The Impact of Product Claims and Disclosures in the Dietary Supplement Industry". Journal of Consumer Affairs. 41, 74-99.

Xiang Fang, S. Singh & R. Ahluwalia. (2007). "An Examination of Different Explanations for The Mere Exposure Effect". Journal of Consumer Research, 34, 97-103.

Marlys Mason & Xiang Fang. (2005). "Affect and Warnings: Does Mood Influence the Processing of Risk Disclosure?". Proceedings of the American Marketing Association Marketing and Public Policy Conference.

Xiang Fang & Marlys Mason. (2005). "Does Affect Influence the Processing of Risk Disclosure?". Proceedings of the American Marketing Association Annual Conference.

Xiang Fang & John Mowen. (2005). "Exploring Factors Influencing Logo Effectiveness: An Experimental Inquiry". Advances in Consumer Research. 32, 161.

D.T. Donovan, Xiang Fang, N. Bendapudi & S. Singh. (2004). "Applying Interactional Psychology to Salesforce Management: A Socialization Illustration". Qualitative Market Research: An International Journal. 7 (2), 139-152.

Xiang Fang & John Mowen. (2004). "Exploring Factors Influencing Logo Effectiveness: An Experimental Inquiry". Proceedings of the Association for Consumer Research.

Z. Yang & Xiang Fang. (2004). "Online Service Quality Dimensions and Their Relationships with Satisfaction: A Content Analysis of Customer Reviews of Securities Brokerage Services". International Journal of Service Industry Management. 15 (3/4), 302-326.

Xiang Fang & S. Mishra. (2002). "The Effect of Brand Alliance Portfolio on Perceived Quality of An Unknown Brand". Advances in Consumer Research. 29, 519-520.

Xiang Fang & Dennis Rosen. (2000). "How Source Contact Cues Influence the Attitude Formation and Attitude Persistence". Advances in Consumer Research. 27, 196-201.

Awards and Honors

Richard W. Poole Research Excellence Award (2007)
AMA Sheth Foundation Doctoral Consortium Fellow (2002)
Outstanding Graduate Teaching Assistant (university-wide) (2002)
John O. Tollefson Graduate Teaching Award (2001)
Nominated for University-wide Doctoral Dissertation Fellowship (2001)
School of Business Dissertation Fellowship (2001)
Shanghai University of Finance and Economics Outstanding Student Fellowship (1994)
Shanghai Outstanding Graduate Award (1993)

Editorial and Review Activities

Track Chair for Chinese Marketing International Conference
2016 - 2016

Track Chair for China Marketing International Conference

American Marketing Association Winter Conference

American Marketing Association Conferences
Invited Manuscript Reviewer
2003 - 2006

Academy of Marketing Science Annual Conference
Invited Manuscript Reviewer

DMEF Annual Educator's Conferences
Invited Manuscript Reviewer
2004 - 2005

Academic, Military, and Professional Positions

Oklahoma State University, Associate Professor of Marketing, July 2009
Oklahoma State University, Assistant Professor of Marketing, August 2003 - June 2009
Shanghai JinPeng Futures Company, Market Analyst, 1994 - 1996