Zhe Zhang

Zhe Zhang is the pioneering scholar recognized for initiating, defining, and developing the scholarly domain of "The Business of Nicknames." An Assistant Professor of Marketing at the Ivey Business School, he holds dual doctoral degrees – a PhD in Marketing from C.T. Bauer College of Business at the University of Houston, and a PhD in Chemistry from the University of Vermont.

The foundational impact of Zhe's scholarship was profiled in a dedicated article by The Economist ("The Business of Nicknames," December 19, 2024), which examines his research program in depth and draws exclusively on his findings to frame the phenomenon of nicknaming in business. His research has been published in premier academic journals, including the Journal of Marketing, Journal of International Marketing, Journal of the Association for Consumer Research, Journal of Advertising Research, as well as leading practitioner outlets such as Harvard Business Review and MIT Sloan Management Review.

Zhe's scholarship has established the foundational framework for understanding nicknaming in business – encompassing brand and product nicknames, nickname branding, and nicknaming in organizational management. The broader impact of his work is reflected in extensive global media coverage, including features in leading business publications such as The Wall Street Journal, Harvard Business Review, Newsweek, Fast Company, The Marketing Architects, Ivey Impact, Western News, among others. Collectively, these outlets showcase how his work bridges academic inquiry with broad professional practice and public relevance.

Zhe's broader research interests lie in branding and marketing communications, and his research program is supported by multiple SSHRC Insight and Insight Development Grants from the Social Sciences and Humanities Research Council of Canada.

With his diverse background, Zhe is excited to bring his multidisciplinary perspectives to the classroom and research. He is the recipient of the Research Merit Award (2023), David G. Burgoyne Teaching Award (2024), and the Early Career Impact Award (2025).