Basic Information

Personal Introduction

Zhang Lijun is currently a lecturer in the Department of Business Administration at the International Business School of Shaanxi Normal University, a Doctor of Marketing from the Guanghua School of Management at Peking University, with research interests including quantitative marketing models, consumer behavior, service marketing, and brand management. She has published numerous academic papers in well-known journals both domestically and internationally, such as the Journal of International Marketing.

Work Experience

2004.08-2006.05: Industrial Securities Co., Ltd. Customer Asset Management Department (Shanghai), Researcher.
2013-present: International Business School, Shaanxi Normal University.

Education Background

2006.09-2013.01: Peking University, Guanghua School of Management, Marketing, Ph.D. in Management
2002.09-2004.07: Peking University, Guanghua School of Management, Marketing, Master's in Management
1998.09-2002.07: Xi'an Jiaotong University, School of Management, Information Management and Information Systems / Law, Dual Bachelor's Degrees in Management and Law

Awards Received

Intellectual Contribution

Journal Articles
1.Research on Gift-giving Behaviors of Adult Children towards their Parents in the Context of Social Transformation in China: Impact of “Vertical Relationship” and “Spatial Distance” on Gifting Behaviors, Nankai Business Review,2023-12-01,26(6):140-149
2.Consumers' Evaluations of Food Safety Information Disclosure and Food Safety Traceability System, Modern Food,2022-06-28,(12):140-145
3.Study on Consumer Comparison and Choice of Different Reference Products, Management Review,2022-05-31,34(5):156-166
4.Reference-Dependent Consumer Choices and the Modeling Methods: A Review and Future Directions, Chinese Journal of Management Science,2022-04-05,30(4):119-131
5.Do Green Advertising Claims Elicit Consumers' Feelings? the Affective Path of Green Advertising Persuasion, Journalism Research,2021-09-15,(9):104-115
6.Reference Points in Consumer Choice Models: A Review and  Future Research Agenda, International Journal of Consumer Studies,2021-09-01,45(5):985-1006

Conference Paper
1.The Effects of Anti-Male Stereotyping Advertising: From the Perspectives of Involvement Theory and Match Theory, China Marketing International Conference,2023-06-23
2.How Do Consumers Process CSR Information in ads? A Review and Prospects of Persuasion Mechanism, China Marketing International Conference,2021-08-01
3.Tourism Image Endorsement Based on Experiment and Variance Analysis,2019 International Conference on Civil Engineering, Environment Resources and Energy Materials,2019-12-03

Conference Presentation
1.Does Green Advertising Intensify Consumer Skepticism? The Mechanism of Image Concreteness on Cognitive Formation, The 22nd China Economic Annual Conference, 2023-05-12
2.How Does Green Argument Strength Influence Consumers’ Attitudes Towards Green Advertisements?,2019 Annual Conference of JMS China Marketing Science,2019-10-01

Courses Taught

Brand Management--MBA Teaching
Innovation and Entrepreneurship: Theory and Practice--Undergraduate Teaching
Internet Product Operations and Management--Undergraduate Teaching
Probability Theory and Mathematical Statistics--Undergraduate Teaching
Brand Management (Bilingual)--Undergraduate Teaching
Consumer Research and Experimental Methods--Master Teaching
Special Topics in Marketing Research--Master Teaching