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.
