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Zhe Zhang

Assistant Professor, Marketing

Zhe Zhang

Contact Information

Research Publications

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Zhe Zhang is 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. His research interests lie in branding and marketing communications. His work has appeared in premier academic journals, including the Journal of Marketing; and practitioner outlets, including Harvard Business Review. Before Ivey, Zhang served as an Assistant Professor of Marketing at HEC Montréal. With his diverse background, Zhang is excited to bring his multidisciplinary perspectives to the classroom.


  • Master of Management in Analytics

Programs Taught

  • HBA
  • AMBA


  • PhD (Marketing) Bauer College of Business, University of Houston, USA
  • PhD (Chemistry) The University of Vermont, USA

Recent Refereed Articles

  • Zhang, Z. Z.; Yao, A.; Yang, Z., (Forthcoming), "The Effect of Socially- versus Personally-oriented Motives on Consumer Preference for Foreign and Domestic Masstige Brands in Emerging Markets", Journal of International Marketing: 1069031X231197625 - 1069031X231197625.
  • Hong, R.; Zhang, Z. Z.; Zhang, C.; Hu, Z., 2023, "Is Brand Globalness Compatible with Brand Country-of-Origin? An Investigation of Hybrid Brand Positioning Strategies for Emerging Market Brands", International Marketing Review, February 40(1): 49 - 79.
  • Li, S. K.; Zhang, Z. Z.; Liu, Y.; Ng, S., 2021, "The Closer I Am, The Safer I Feel: The ‘Distance Proximity Effect’ of COVID-19 on Consumers’ Irrational Consumption", Psychology & Marketing, November 38(11): 2006 - 2018.
  • Zhang, Z. Z.; Patrick, V. M., 2021, "Mickey D’s Has More Street Cred Than McDonald’s: Consumer Brand Nickname Use Signals Information Authenticity", Journal of Marketing, September 85(5): 58 - 73.
  • Zhang, Z. Z.; Patrick, V. M., 2021, "Make Your Brand's Nickname Work for You", Harvard Business Review
  • Zhang, Z. Z.; Patrick, V. M., 2018, "Call Me Rollie! The Role of Brand Nicknames in Shaping Consumer-Brand Relationships", Journal of the Association for Consumer Research, April 3(2): 147 - 162.

For more publications please see our Research Database

Honours & Awards

  • Dean’s Award for Academic Excellence, Bauer College of Business 2019
  • Best Bauer Dissertation Proposal Award, Bauer College of Business 2017
  • Bauer PhD Research Grant Winner, Bauer College of Business 2017
  • ACR-Sheth Foundation Transformative Consumer Research Grant Winner 2015

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