Ling Jiang

Dr. Ling Jiang’s primary research centres on brand consciousness, consumer perception, consumption values such as Confucianism and materialism, with a focus on luxury brand and counterfeit brand consumption. With a particular interest in cross-cultural consumer behaviors, Jiang also conducts research on consumer identity and the consumer decision-making process in multicultural context. Her articles have appeared in International Marketing Review, Psychological Reports and Canadian Journal of Administrative Sciences.