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

Professor Wan has also been pursuing an integrative approach to teaching, researching and brand consultation. 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 have enriched Dr. Wan’s research, teaching, and training programs on branding. More importantly, brand consultation has allowed her to constantly challenge the existing viewpoints and theorizations on branding, which have enabled Wan to develop her own brand framework: Brand Triangle. Her passion for branding and immersion into the 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.

Research Interests

Consumer Behavior in Online Environments, Advertising and Persuasion, Consumer Information Processing, Cross-Cultural Consumer Psychology, Brand Management, and Entrepreneurship and Leadership. Dr. Wan employs experiment, survey, and big data approaches in her work.

Teaching Interests

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

Recent Publications

Wan, Fang with Ming Cheng, Jiaqi Liu and Jiayin Qi (2021), “Differential effects of firm generated content on consumer digital engagement and firm performance: An outside-in perspective,” Industrial Marketing Management, 48, October, 41-58. 

Jiang, H., Tan, H., Liu, Y., Wan, F., & Gursoy, D. (2020). The impact of power on destination advertising effectiveness: The moderating role of arousal in advertising. Annals of Tourism Research, 83, 102926. doi:10.1016/j.annals.2020.102926

Zhao, X., Zheng, Y., & Wan, F. (2019). Unrelated efforts trigger wishful winning? The impact of extraneous efforts on judgments of winning probability among Chinese consumers. Asian Business & Management. doi:10.1057/s41291-019-00069-z

Hu, M., Qiu, P., Wan, F., & Stillman, T. (2018). Love or hate, depends on who's saying it: How legitimacy of brand rejection alters brand preferences. Journal of Business Research, 90, 164-170. doi:10.1016/j.jbusres.2018.05.006

Tan, H., Wan, F., & Qiu, P. (2017). Transformation and Rebirth of Chinese Brands: A Case From the Hotel Industry. Journal of Teaching in International Business, 28(2), 116-129. doi:10.1080/08975930.2017.1359770

Ni, N., & Wan, F. (2017). A Configurational Perspective of Branding Capabilities Development in Emerging Economies: The Case of the Chinese Cellular Phone Industry. Advances in Chinese Brand Management, 243-268. doi:10.1057/978-1-352-00011-5_11

Zhang, L., Lin, Y., & Wan, F. (2015). Social Support and Job Satisfaction: Elaborating the Mediating Role of Work-Family Interface. Current Psychology, 34(4), 781-790. doi:10.1007/s12144-014-9290-x

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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