Chenting Su

Qualifications

• PhD - Marketing
• MA - Economics
• BS - Mathematics

Biography

Prof. Su is Chair Professor of Marketing, Director of DBA (Chinese) Program, and Director of Business Research & Case Center, College of Business, at City University of Hong Kong. He is also Luojia Chair Professor of Wuhan University. He received his Ph.D. in Marketing from Virginia Tech in 1999. Before joining CityU in 2003, he taught at the University of Victoria, Canada. His research interests include governance issues in supplier-buyer relationships, guanxi management in Chinese business circles (圈子), and consumer household decision behavior. His publication has appeared in top-tier journals such as Journal of Marketing, Journal of Marketing Research, Journal of Management, Journal of International Business Studies, Journal of the Academy of Marketing Science, Journal of Operations Management, Journal of Computer-Mediated Communication, Journal of Retailing, MIS Quarterly, Strategic Management Journal, among others. He is one of the top-ranked marketing scholars in Asia. Over the past 16 years at CityU, he has delivered over 150 academic seminars and talks to over 50 leading Chinese universities and conferences. His achievements in and contributions to China marketing science were featured in Marketing Herald, 2007, June-August. Currently, he serves as Co-Editor-in-Chief, Journal of Contemporary Marketing Science, the China’s first English marketing journal affiliated with China Marketing Association and Emerald Publishing Co.. He also served as Guest Editor to Journal of Operations Management, Journal of Business Research, and Industrial Marketing Management. He is one of the top-ranked professors teaching EMBA/MPA and DBA courses and has won numerous teaching and research awards at departmental and college levels. He accumulates rich executive training experiences and has provided professional consultancy to companies and governments in China.

Publications

Journal Publications and Reviews

Zhao, Haichuan; Jiang, Lan; Su, Chenting / To Defend or Not to Defend? How Responses to Negative Customer Review Affect Prospective customers' Distrust and Purchase Intention. May 2020; In: Journal of Interactive Marketing. Vol. 50, pp. 45-64

Li, Xiaoling; Ren, Xingyao; Qian, Liping; Su, Chenting / Toward a social fitness perspective on contract design: Contract legitimacy and influence strategy. February 2020; In: Industrial Marketing Management. Vol. 85, pp. 254-268

Shen, Lu; Su, Chenting; Zheng, Xu (Vivian); Zhuang, Guijun / Between contracts and trust: Disentangling the safeguarding and coordinating effects over the relationship life cycle. January 2020; In: Industrial Marketing Management. Vol. 84, pp. 183-193

Zheng, Xu Vivian; JI, Li Jenny ; Su, Chenting / Mitigating the Negative Effects of Regional Clustering in Franchising: The Roles of Governance Mechanisms. December 2019; In: Journal of Retailing.

Dong, Maggie Chuoyan; Zeng, Fue; Su, Chenting / Network embeddedness as a dependence-balancing mechanism in developing markets: differential effects for channel partners with asymmetric dependencies. November 2019; In: Journal of the Academy of Marketing Science. Vol. 47, No. 6, pp. 1064–1084

Shen, Lu; Su, Chenting; Zheng, Xu; Zhuang, Guijun / Contract design capability as a trust enabler in the pre-formation phase of interfirm relationships. February 2019; In: Journal of Business Research. Vol. 95, pp. 103-115

Su, Chenting; Yang, Haibin / Supplier-buyer relationship management in marketing and management research: An area for interdisciplinary integration. September 2017; In: Journal of Business Research. Vol. 78, pp. 180-183

Li, Jianxin; He, Hao; Liu, Hongshen; Su, Chenting / Consumer Responses to Corporate Environmental Actions in China: An Environmental Legitimacy Perspective. July 2017; In: Journal of Business Ethics. Vol. 143, No. 3, pp. 589-602

Zhong, Weiguo; Su, Chenting; Peng, Jisheng; Yang, Zhilin / Trust in Interorganizational Relationships: A Meta-Analytic Integration. April 2017; In: Journal of Management. Vol. 43, No. 4, pp. 1050-1075

Yu, Ying; Jing, Fengjie; Su, Chen Ting; Zhou, Nan; Nguyen, Bang / Impact of material vs. experiential purchase types on happiness: The moderating role of self-discrepancy. November 2016; In: Journal of Consumer Behaviour. Vol. 15, No. 6, pp. 571-579

Zhao, Haichuan; Su, Chenting; Hua, Zhongsheng / Investigating continuance intention to follow a brand micro-blog: Perceived value and social identification. November 2016; In: Information Development. Vol. 32, No. 5, pp. 1428-1441

Zhao, Haichuan; Su, Chenting; Hua, Zhongsheng / To participate or not to participate in a brand micro-blog: Facilitators and inhibitors. November 2016; In: Information Development. Vol. 32, No. 5, pp. 1774-1785

Zhou, Kevin Zheng; Su, Chenting; Yeung, Andy; Viswanathan, S. / Supply chain management in emerging markets. September 2016; In: Journal of Operations Management. Vol. 46, pp. 1-4

Ke, Dan; Chen, Anran; Su, Chenting / Online trust-building mechanisms for existing brands: the moderating role of the e-business platform certification system. June 2016; In: Electronic Commerce Research. Vol. 16, No. 2, pp. 189-216

ZHOU, Z; SU, Chenting; ZHOU, Nan; ZHANG, N / Becoming Friends in Online Brand Communities: Evidence From China. January 2016; In: Journal of Computer-Mediated Communication. Vol. 21, No. 1, pp. 69-86

Yang, Defeng; Lu, Yue; Zhu, Wenting; Su, Chenting / Going green: How different advertising appeals impact green consumption behavior. December 2015; In: Journal of Business Research. Vol. 68, No. 12, pp. 2663-2675

Yang, Zhilin; Su, Chenting / Institutional theory in business marketing: A conceptual framework and future directions. July 2014; In: Industrial Marketing Management. Vol. 43, No. 5, pp. 721-725

Yang, Zhilin; Su, Chenting / Understanding Asian business strategy: Modeling institution-based legitimacy-embedded efficiency. December 2013; In: Journal of Business Research. Vol. 66, No. 12, pp. 2369-2374

Zhang, Ning; Zhou, Zhi-Min; Su, Chen-Ting; Zhou, Nan / How do different types of community commitment influence brand commitment? the mediation of brand attachment. November 2013; In: Cyberpsychology, Behavior, and Social Networking. Vol. 16, No. 11, pp. 836-842

Shou, Zhigang; Yang, Lihua; Zhang, Qiyuan; Su, Chenting / Market munificence and inter-firm information sharing: The moderating effect of specific assets. October 2013; In: Journal of Business Research. Vol. 66, No. 10, pp. 2130-2138

Zhou, Zhimin; Zhang, Qiyuan; Su, Chenting; Zhou, Nan / How do brand communities generate brand relationships? Intermediate mechanisms. July 2012; In: Journal of Business Research. Vol. 65, No. 7, pp. 890-895

Yang, Zhilin; Su, Chenting; Fam, Kim-Shyan / Dealing with institutional distances in international marketing channels: Governance strategies that engender legitimacy and efficiency. May 2012; In: Journal of Marketing. Vol. 76, No. 3, pp. 41-55

Shou, Zhigang; Guo, Rui; Zhang, Qiyuan; Su, Chenting / The many faces of trust and guanxi behavior: Evidence from marketing channels in China. May 2011; In: Industrial Marketing Management. Vol. 40, No. 4, pp. 503-509

Ding, Min; Hauser, John R.; Dong, Songting; Dzyabura, Daria; Yang, Zhilin; Su, Chenting; Gaskin, Steven P. / Unstructured direct elicitation of decision rules. February 2011; In: Journal of Marketing Research. Vol. 48, No. 1, pp. 116-127

Dou, Wenyu; Li, Hairong; Zhou, Nan; Su, Chenting / Exploring relationship satisfaction between global professional service firms and local clients in emerging markets. September 2010; In: Journal of International Business Studies. Vol. 41, No. 7, pp. 1198-1217

Liu, Yi; Su, Chenting; Li, Yuan; Liu, Ting / Managing opportunism in a developing interfirm relationship: The interrelationship of calculative and loyalty commitment. July 2010; In: Industrial Marketing Management. Vol. 39, No. 5, pp. 844-852

Dou, Wenyu; Lim, Kai H.; Su, Chenting; Zhou, Nan; Cui, Nan / Brand positioning strategy using search engine marketing. June 2010; In: MIS Quarterly: Management Information Systems. Vol. 34, No. SPEC. ISSUE 2, pp. 261-279

Su, Chenting; Yang, Zhilin; Zhuang, Guijun; Zhou, Nan; Dou, Wenyu / Interpersonal influence as an alternative channel communication behavior in emerging markets: The case of China. May 2009; In: Journal of International Business Studies. Vol. 40, No. 4, pp. 668-689

Liu, Zhiqiang; Zeng, Fue; Su, Chenting / Does relationship quality matter in consumer ethical decision making? Evidence from China. 2009; In: Journal of Business Ethics. Vol. 88, No. SUPPL. 3, pp. 483-496

Sirgy, Joseph M.; Webb, Dave; Su, Chenting; Montana, Jordi; Lee, Dong-Jin; Grzeskowiak, Stephan; Chebat, Jean-Charles; Johar, J. S.; Hermann, Andreas; Hassan, Salah; Hegazy, Ibrahim; Ekici, Ahmet / An extension and further validation of a community-based consumer well-being measure. September 2008; In: Journal of Macromarketing. Vol. 28, No. 3, pp. 243-257

Su, Chenting; Zhou, Kevin Zheng; Zhou, Nan; Li, Julie Juan / Harmonizing conflict in husband-wife purchase decision making: Perceived fairness and spousal influence dynamics. September 2008; In: Journal of the Academy of Marketing Science. Vol. 36, No. 3, pp. 378-394

Zhou, Kevin Zheng; Li, Julie Juan; Zhou, Nan; Su, Chenting / Market orientation, job satisfaction, product quality, and firm performance: Evidence from China. September 2008; In: Strategic Management Journal. Vol. 29, No. 9, pp. 985-1000

Zhuang, Gui-Jun; Zhou, Nan; Su, Chen-Ting; Yang, Zhi-Lin / Impact of social capital and guanxi orientation on interfirm communication in marketing channels. March 2008; In: Xitong Gongcheng Lilun yu Shijian/System Engineering Theory and Practice. Vol. 28, No. 3, pp. 1-15

Su, Chenting; Mitchell, Ronald K.; Sirgy, M. Joseph / Enabling Guanxi management in China: A hierarchical stakeholder model of effective Guanxi. March 2007; In: Journal of Business Ethics. Vol. 71, No. 3, pp. 301-319

Li, Julie Juan; Su, Chenting / How face influences consumption A comparative study of American and Chinese consumers. 2007; In: International Journal of Market Research. Vol. 49, No. 2, pp. 237-256

Yang, Zhilin; Wang, Xuehua; Su, Chenting / A review of research methodologies in international business. December 2006; In: International Business Review. Vol. 15, No. 6, pp. 601-617

Sirgy, M. Joseph; Grzeskowiak, Stephan; Su, Chenting / Explaining housing preference and choice: The role of self-congruity and functional congruity. December 2005; In: Journal of Housing and the Built Environment. Vol. 20, No. 4, pp. 329-347

Su, Chenting; Fern, Edward F.; Ye, Keying / A temporal dynamic model of spousal family purchase-decision behavior. August 2003; In: Journal of Marketing Research. Vol. 40, No. 3, pp. 268-281

Bao, Yeqing; Zhou, Kevin Zheng; Su, Chenting / Face Consciousness and Risk Aversion: Do They Affect Consumer Decision-Making?. August 2003; In: Psychology and Marketing. Vol. 20, No. 8, pp. 733-755

Su, Chenting; Sirgy, M. Joseph; Littlefield, James E. / Is Guanxi Orientation Bad, Ethically Speaking? A Study of Chinese Enterprises. June 2003; In: Journal of Business Ethics. Vol. 44, No. 4, pp. 303-312

Zhou, Kevin Zheng; Su, Chenting; Bao, Yeqing / A paradox of price-quality and market efficiency: A comparative study of the US and China markets. December 2002; In: International Journal of Research in Marketing. Vol. 19, No. 4, pp. 349-365

Su, Chenting; Littlefield, James E. / Entering guanxi: A business ethical dilemma in mainland China?. October 2001; In: Journal of Business Ethics. Vol. 33, No. 3, pp. 199-210

Su, Chenting; Bao, Yeqing / Student Complaint Behavior Based on Power Perception: A Taxonomy. 2001; In: Services Marketing Quarterly. Vol. 22, No. 3, pp. 45-65

Sirgy, M. Joseph; Su, Chenting / The ethics of consumer sovereignty in an age of high tech. November 2000; In: Journal of Business Ethics. Vol. 28, No. 1, pp. 1-14

Sirgy, M. Joseph; Su, Chenting / Destination image, self-congruity, and travel behavior: Toward an integrative model. May 2000; In: Journal of Travel Research. Vol. 38, No. 4, pp. 340-352

Conference Papers

Zhang, Guangling; Shou, Zhigang; SU, Chenting / Institutional Pressures and Firm Online-Channel Use: the Moderating Effect of Firm Capabilities. August 2013; Journal of Marketing Science Annual Conference, 17/08/2013 - 18/08/2013, Beijing, China.

LIU, Shixiong; WEN, Xiaoshan; WEI, Lina; SU, Chenting; ZHOU, Nan / Advertising Persuasion Using Mandarin or Cantonese?. August 2012; Advertising Persuasion Using Mandarin or Cantonese?, 10/08/2012 - 12/08/2012, 中國大連, . pp. 68

Shou, Zhigang; SU, Chenting; Zhou, Nan / How Do Asymmetric Specific Investment Influence Relational Performance? The Mediation of Customized Contract and Embedded Ties. August 2012; Journal of Marketing Science Annual Conference, 10/08/2012 - 12/08/2012, Dalian, China.

ZHANG, Ning; ZHOU, Zhimin; SU, Chenting; ZHOU, Nan / How Do Different Types of Community Commitments Influence Brand Commitment? The Mediation of Brand Attachment. August 2012; How Do Different Types of Community Commitments Influence Brand Commitment? The Mediation of Brand Attachment, 10/08/2012 - 12/08/2012, 中國大連, . pp. 88

Shou, Zhigang; YANG, Lihua; Zhang, Qiyuan; SU, Chenting / Market munificence and interfirm information sharing: the moderating effect of specific assets. July 2012; GIKA International Conference, 07/07/2012 - 10/07/2012, Valencia, Spain.

Zhou, Zhimin; SU, Chenting; Zhou, Nan / How Brand Communities Contribute to Brands: The Moderating Role of Perceived Community-Brand Similarities. August 2010; 2010 annual conference of Journal of Marketing Science, 21/08/2010 - 22/08/2010, Beijing, China. pp. 161-181

Zhou, Zhimin; SU, Chenting; Zhou, Nan / How Do Brand Communities Translate into Brand Relationships? The Intermediate Mechanisms. August 2010; 2010 annual conference of Journal of Marketing Science, 21/08/2010 - 22/08/2010, Beijing, China.

Wang, Xuehua; YANG, Zhi Lin; SU, C T / The Impact of Brand Credibility and Brand Personality on Purchase Intention: An Empirical Study in China. October 2009; 2009 CIMaR-UIBE Business School Joint Conference, 15/10/2009 - 18/10/2009, , China.

Wang, Xuehua; YANG, Zhi Lin; Su, Chenting; Zhou, Nan; YANG, H / Foreign versus Local Non-Celebrity Endorser Effect in Emerging Economies: The Role of Ideal Identity Salience. August 2009; 2009 Summer Marketing Educators' Conference, 07/08/2009 - 10/08/2009, , United States.

Zeng, Fue; Dou, Wenyu; Su, Chen ting; Yang, Zhilin / The role of perceived unfairness in the decision making. June 2008; 2008 INFORMS Marketing Science Conference, 12/06/2008 - 14/06/2008, Vancouver, Canada.

Su, Chenting; Yang, Zhilin; Zeng, Fue / Formation process of CUB in Chinese societies: Mechanism exploration and theory construct. March 2008; 2008 Global Marketing Conference, 20/03/2008 - 23/03/2008, Shanghai, China.

Chapters, Conference Papers, Creative and Literary Works

Li, Miao; Su, Chenting; Zhuang, Guijun; Zhou, Nan / IT-enabled Interactions and Interfirm Cooperation: The Role of Network Transparency. July 2016; Proceedings of 2016 China Marketing International Conference: Marketing theory and Practice in Mobile Internet. pp. 424-424

Bao, Yeqing; Su, Chenting; Zhou, Kevin Z. / Cultural change and buyer behavior in China. January 2013; Handbook of Contemporary Marketing in China: Theories and Practices. pp. 173-184

ZHOU, Zhimin; SU, Chenting; ZHOU, Nan; ZHANG, Ning / Transforming Visitors into Members: Viewing Posts and Perceived Values in Online Brand Communities. August 2011; Proceedings of The Eighth Annual Conference of JMS China Marketing Science. pp. 2690-2701

Bao, Yeqing; Su, Chenting; Zhou, Kevin Z. / Cultural change and buyer behavior in China. January 2011; Handbook of contemporary marketing in China: theories and practices. pp. 173-184

Cui, Nan; Dou, Wenyu; Su, Chenting / Does it pay to get to the top? Contextual factors of branding in search engine marketing. 2007; 2007 International Conference on Wireless Communications, Networking and Mobile Computing, WiCOM 2007. pp. 3572-3575

Scholarly Books, Monographs, Reports and Case Studies YANG, Zhilin; Su, Chenting / Institutional Theory in Business Marketing, Industrial Marketing Management, Industrial Marketing Management. June 2013;

YANG, Zhilin; SU, Chenting / Strategic Management and Marketing: Asian Contributions to Theory and Practice, Journal of Business Research: Asian Contributions to Theory and Practice, Journal of Business Research. May 2013;

SU, Chenting / Journal of Business Research. 2011;

Research Areas

• China marketing
• Channels governance
• Group decision theory
• Business ethics