Education Background
Bachelor of Management, Shandong University
Master of Management, Beijing Institute of Technology
Doctor of Management, Tsinghua University
1.Hong Ruiyang, Zhang Zhe, Zhang Chun, Hu Zuohao, Is Brand Globalness Compatible with Brand Country-of-Origin? An Empirical Study of Hybrid Brand Positioning Strategies for Emerging Market Brands. Accepted, International Marketing Review.
2. Fan Yafeng, Hu Zuohao, Hong Ruiyang. The Value Creation and Governance Mechanism of Platform-Type Charity Ecosystem----A Case Study of S Charity Platform. Chinese Public Administration, 2022, 2, 53-60.
3. Hu Zuohao, Hong Ruiyang, Zhu Junxin. Brand Internationalization Marketing of Leading Enterprises in China----Taking Consumer Electronics Industry as an Example. Tsinghua Business Review, 2021, 3: 14-23.
4.Hong Ruiyang, Wu Shuilong, Yuan Yongna, Jiang Lianxiong. An Empirical Study on the Effects of Social Identity Information Consistency on Purchase Intention: Based on Social Network Brand Supporters’ Word-of-Mouth Situation. Journal of Marketing Science, 2017, 13(4): 67-82.
5.Wu Shuilong, Hong Ruiyang, Jiang Lianxiong, Zhang Xinle. Direct Expression or Indirect Transmission? An Empirical Study on the Impacts of Metaphors and Consumer’s Involvement Level on Advertising. Management Review, 2017(9): 133-142.
6.Wu Shuilong, He Wenwen, Hong Ruiyang, Jiang Lianxiong. Research into the Effect Mechanism of Social Anthropomorphic Information on Consumers’ Purchase Intention. Journal of Industrial Engineering and Engineering Management, 2018, 32(4): 63-70.
1. Research into the Internationalization Development Model and Dynamic Evolution Law of Chinese Multinational Enterprises’ Brands (General Project supported by National Natural Science Foundation of China)
2. The Two-Way Effect of Diversified Electronic Word-of-Mouth: From the Perspective of Dual Word-of-Mouth Roles (General Project supported by National Natural Science Foundation of China).
3.Research into the Mechanism and Effect Boundary of Social Identity on Brand Evaluation: From the Perspective of Self-Construction (General Project supported by National Natural Science Foundation of China)
