Contact Information
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Richard Ivey Building 2306
Zhe Zhang is an Assistant Professor of Marketing at the Ivey Business School. He holds dual doctoral degrees – a PhD in Marketing from C.T. Bauer College of Business at the University of Houston, and a PhD in Chemistry from the University of Vermont.
Zhe's research interests lie in branding and marketing communications, such as brand nicknames and nickname branding. For instance, in one project, Zhe investigated the use of brand nicknames (e.g., Beemer for BWM, Starbies for Starbucks) on consumers’ evaluation of information authenticity in digital communications (online reviews and social media posts). In another project, he explored how nickname branding (e.g., the new Bloomie's store from Bloomingdale’s, UPS’s “what can BROWN do for you” slogan) affects brand performance.
His work has appeared in premier academic journals, including the Journal of Marketing; and practitioner outlets, including Harvard Business Review and MIT Sloan Management Review. A summary of some of his research can be found in this article by The Economist.