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College of Business Administration

Dr. Jing Hu

Dr. Jing Hu is an associate professor of marketing at Cal Poly Pomona. She received her Ph.D. in marketing from New Mexico State University. She has research interests in consumer decision making, branding and cross-cultural consumer behavior, and she has published widely in such journals as Psychology & Marketing, Journal of Business Ethics, Journal of Product and Brand Management, Consumption Markets & Culture, and Journal of Marketing Education, among others. Her recent publication titled “The role of brand image congruity in Chinese consumers' brand preference,” published in the Journal of Product and Brand Management, received a “Highly Commended” Award from the Emerald Literati Network Awards for Excellence 2013. She served as an interim chair in the summer and fall of 2012. Prior to joining academia, Dr. Hu worked in the telecom industry in the field of international business and marketing research. 

Selected Publications

  • Liu, Jeanny, Jing Hu, and Omid Furutan (2013), "The Influence of Student Perceived Professors’ “Hotness” on Expertise, Motivation, Learning Outcomes, and Course Satisfaction," Journal of Education for Business, 88 (2), 94-100.
  • Hu, Jing, Xin Liu, Sijun Wang, and Zhilin Yang (2012), “The Role of Brand Image Congruity in Chinese Consumers’ Brand Preference,” The Journal of Product and Brand Management, 21 (1), 26-34.
  • Liu, Xin, and Jing Hu (2012), "Adolescent Evaluations of Brand Extensions: The Influence of Reference Group," Psychology & Marketing, 29 (2), 98-106.
  • Ackerman, David S., and Jing Hu (2011), "Effect of Type of Curriculum on Educational Outcomes and Motivation among Marketing Students with Different Learning Styles," Journal of Marketing Education, 33 (3), 273-284.
  • Ackerman, David, Jing Hu, and Liyuan Wei (2009), “Confucius, Cars, and Big Government: Impact of Government Involvement in Business on Consumer Perceptions under Confucianism,” Journal of Business Ethics, 88, 473-482.