XIANG FANG

School of Marketing & International Business
Associate Professor of Marketing

OFFICE 319, 700 NORTH GREENWALD
TULSA, OK 74106
Phone: 918-594-8194

xiang.fang@okstate.edu

Biography

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, Lawrence, Marketing, 2004
• MS, Shanghai University of Finance and Economics, International Marketing, 1996
• BA, Eastern China Normal University, Shanghai, Psychology, 1993

Publications

• Xiang Fang, Xiaoyu Wang, Yingying Shao, and Pramit Banerjee. "Examining the Effect of a Firm's Product Recall on Financial Values of Its Competitors". Journal of Business Research (Forthcoming).
• Kam Fung (Kevin) So, Kim Hyunsu, Stephanie Liu, Xiang Fang, and Jochen Wirtz. (2023). "Service robots: The dynamic effects of anthropomorphism and functional perceptions on consumers’ responses". European Journal of Marketing.
• Xiang Fang and Yuechen Wu. "The Effect of Uncomfortable Temperature on Green Consumption: The Mediating Role of Perceived Resource Scarcity". Association for Consumer Research Conference 2023 (Forthcoming).
• Xiang Fang and Kevin Kam Fung So. "Investigating firms’ response strategies and response time during a War Crisis". American Marketing Association Summer Conference (Forthcoming).
• Jifei Wu, Yimin Zhu, Xiang Fang, and Pramit Banerjee. (2023). "Touch vs. Click? The Effect of Direct and Indirect Interactions on Consumer Responses". Journal of Marketing Theory and Practice. 1-16.
• Sandy Huang, Xiang Fang, and Ruping Liu. (2021). "Necessary Evil as a Strategy to Manage Dysfunctional Customer Behavior". Emerald Publishing Limited: Journal of Services Marketing. (36), 5, 741-753. 0887-6045.
• Xiang Fang. (2019). "A Cross-Cultural Exploration of How Necessary Evil Discourages the Subsequent Misbehavior of Other Customers". American Marketing Association Summer Conference. (30),
• Xiang Fang and Xiaoyu Wang. (2018). "Examining Consumer Responses to Cross-Border Brand Acquisitions". Emerald Publishing Limited: European Journal of Marketing. (52), 7/8, 1727-1749.
• Xuehua Wang, Xiaoyu Wang, Xiang Fang, and Qinyun Jiang. (2018). "Power Distance Beliefs and Brand Personality Evaluations". Journal of Business Research. (84), 89-99.
• Xiang Fang and ShengDong Lin. (2017). "The Influence of Status Differentiation on Vertical Brand Extension: Intercultural and Intracultural Comparisons". Emerald Publishing: Nankai Business Review International. (8), 4, 404-423.
• Miranda Yin, Sanjay Mishra, Xiang Fang, and Surendra Singh. (2017). "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. (26), 2, 159-176.
• Sandy Huang, Ruping Liu, and 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, and 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, Xiaoyu Wang, and 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, and Yu Luo. (2015). "Narcissism predicts impulsive buying: phenotypic and genetic evidence". Frontiers in psychology. (6), 881.
• Xiang Fang, Bashar S Gammoh, and 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, and 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, and Xiang Fang. (2012). "Examining the Influence of Power Distance Beliefs on Brand Personality". Advances in Consumer Research.
• Kevin Voss, Bashar S. Gammoh, and Xiang Fang. (2012). "How Does a Brand Ally Affect Consumer Evaluations of a Focal Brand?". Psychology & Marketing. (29), 12, 929-940.
• Xiang Fang and ShengDong Lin. (2011). "Cross-Cultural Research on the Effect of Status Differentiation on Vertical Brand Extension". Advances in Consumer Research.
• Jing Yang, Rathindra Sarathy, Jin Kyu Lee, and 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, and Darrell E Bartholomew. (2010). "Examining the Effect of Emotional Appeals on Bilingual Consumers". New Orleans, LA: American Marketing Association.
• John Mowen, Xiang Fang, and 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, and Xiang Fang. (2010). "Multiple Brand Alliances: A Portfolio Diversification Perspective". Journal of Product and Brand Management. (19), 1, 27-33.
• Xiang Fang and 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, and Xiang Fang. (2009). "Multiple Brand Alliances: A Portfolio Diversification Perspective". 2009 AMS Developments in Marketing Science. (23),
• John Mowen, Xiang Fang, and 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, and Xiang Fang. (2009). "Trait Superstition and Consumer Behavior". Psychology and Marketing. (26), 8, 689-713.
• F. Qifeng, Y. Zhou, and Xiang Fang. (2008). "The Effect of Cause-Brand Alliance on Consumers' Perception". Austin, TX: American Marketing Association.
• Marlys Mason, D. Scammon, and 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, and R. Ahluwalia. (2007). "An Examination of Different Explanations for The Mere Exposure Effect". Journal of Consumer Research. (34), 97-103.
• Xiang Fang and Marlys Mason. (2005). "Does Affect Influence the Processing of Risk Disclosure?". Proceedings of the American Marketing Association Annual Conference.
• Xiang Fang and John Mowen. (2005). "Exploring Factors Influencing Logo Effectiveness: An Experimental Inquiry". Advances in Consumer Research. (32), 161.
• D.T. Donovan, Xiang Fang, N. Bendapudi, and S. Singh. (2004). "Applying Interactional Psychology to Salesforce Management: A Socialization Illustration". Qualitative Market Research: An International Journal. (7), 2, 139-152.
• Xiang Fang and John Mowen. (2004). "Exploring Factors Influencing Logo Effectiveness: An Experimental Inquiry". Proceedings of the Association for Consumer Research.
• Z. Yang and 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 and 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 and Dennis Rosen. (2000). "How Source Contact Cues Influence the Attitude Formation and Attitude Persistence". Advances in Consumer Research. (27), 196-201.