Fang Wan
Fang Wan
Position Professor /
F. Ross Johnson Fellow
Department Marketing
Office 464 Drake Centre
Phone (204) 474-9886
Fax (204) 474-7545

Research Interests

Consumer Behavior in Online Environments, Advertising and Persuasion, Consumer Information Processing, Cross-Cultural Consumer Psychology.

Teaching Interests

International Marketing, Brand Management, Cross-Cultural Consumer Behavior, Online Consumer Behavior.


Professor Fang Wan is a Professor of Marketing, Ross Johnson Research fellow at the Asper School of Business of the University of Manitoba, Canada. She joined Aper School in 2003. Her research interests include Brand Management, Cross-Cultural Consumer Behavior and Media and Advertising Effects. Professor Wan has published more than 30 articles some of which appeared in Organization Behavior and Human Decision Process, Journal of Personality and Social Psychology, Journal of Business Ethics, Journal of advertising and Journal of Interactive Marketing.

Dr Wan has also been pursuing an intergrative approach to teach, research and consult on branding. With Dr Wan’s Brand Consortium, a brand consulting platform she created for Canadian business communities, she and her students have provided brand consultation services to companies, ranging from small family business to industry conglomerates, representing a vast number of industries. These consulting experiences enrich Dr Wan’s research, teaching and training programs on branding and more importantly constantly challenges the existing viewpoints and theorizations on branding, which enable Wan to develop her own brand framework, Brand Triangle. The passion for branding and immersion into brand world not only make Wan a keen observer and researcher of brand strategies, but also equip her with refreshing lenses via which her brand teaching and consultation are conducted. Her brand workshops have won raving reviews from participants on both sides of the Pacific Ocean. Actively pursued by professional and business communities as a guest speaker, Dr Wan has been applauded as a powerful speaker who inspires and energizes her audience.

Selected Publications

Wan, Fang, Peyman Assadi and Amitava Chattopadhyay (2014), “My Dear Brands, When You Transgress, Should I Forgive You: Relationship Types Between Consumers and Brands,” in Advertising: Types of Methods, Perceptions and Impact on Consumer Behavior, Lucas Barreau (ed), Nova Science Publishers Inc., NY: Hauppauge, 147-172

Wan, Fang, Tamara Ansons, Amitava Chattopadhyay, Jason Leboe (2013), “Defensive Reactions to Slim Female Images in Advertising: The Moderating Role of Mode of Exposure,” Organization and Human Decision Making Process, 120(2013), 37-46. Role: first author.

Walker, Kent and Fang Wan (2011), “Harm of Greenwashing: Corporate Green Talk and Green Walk and Their Implications to Financial Performance,” Journal of Business Ethics.

Shen, Hao, Fang Wan and Robert Wyer Jr. (2011), “Cross-Cultural Differences in the Refusal to Accept a Small Gift: The Differential Influence of Reciprocity Norms on Asians and North Americans,” Journal of Personality and Social Psychology, Vol 100(2), 271-281. Role: equal authorship.

Bhatnagar, Namita and Fang Wan (2011), “Is self-character similarity always beneficial? The moderating role of immersion in product placement effects,” Journal of Advertising, 40(2), 39-51. Role: equal author.

Wan, Fang and Jeremy Funk (2011), “Branding Israel: Challenges and Opportunities with Country Branding,” Journal of Applied Management and Entrepreneurship, 11(2), 105-116. Role: equal authorship.

Wan, Fang, Tamara Ansons and Jason Leboe (2010), “Two sidedness of getting immersed: A conceptual framework of studying the impact of product placement in the consumer-oriented marketing contexts,” in Handbook of Research on Digital Media and Advertising. Eds. Matthew S. Eastin, Terry Daugherty, and Neal M. Burns, pp109-124. Austin: Texas: IGI Global. First two authors contributed to the manuscript equally.

Wan, Fang, Ning Nan and Malcolm Smith (2008), “A Congruency Effect of Web Atmospheric Design and Consumers’ Surfing Goal: The Role of Consumers’ Optimal Experience in Branding of E-tailers,” in Contemporary Research in eBranding, Ed. Subir Bandyopadhyay, Garry, Indiana: Idea Group Inc. First two authors contributed to the manuscript equally.

Ni, Na and Fang Wan (2008), “A Configurational Perspective of Branding Capabilities Development in Emerging Economies: The Case of the Chinese Cellular Phone Industry,” Journal of Brand Management, 15(6), 433-451. (Equal authorship)

Subramanian Sivaramakrishnan, Fang Wan and Zaiyong Tang (2007), “Giving an ‘E- Human Touch’ To E-Tailing: The Moderating Roles of Static Information Quantity and Consumption Motive in the Effectiveness of an Anthropomorphic Information Agent,” Journal of Interactive Marketing, 21(1), 60-75. (Second Author)

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