Academic Profile : Faculty

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Assoc Prof Zhang Kuangjie
Associate Professor, College of Business (Nanyang Business School) - Division of Marketing
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Kuangjie Zhang is Associate Professor of Marketing and Academic Director for the MSc Marketing Science program at Nanyang Business School, Nanyang Technological University, Singapore. He holds a Ph.D. in Management (Marketing specialization) from INSEAD. He also received a B.A. degree in Economics and a B.Sc. degree in Psychology from Peking University in China.

His research interests focus on pricing and numerical cognition as well as the domain of hedonic and experiential consumption. He is also interested in topics such as brand perception, prosocial behavior, and health communication. His research has appeared in leading academic journals (e.g., Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, Journal of Consumer Psychology, Organizational Behavior and Human Decision Processes, and Journal of Experimental Psychology: General) and managerial publications (e.g., Harvard Business Review).

Kuangjie has won both the Research Excellence Award (2015, 2023) and the Teaching Excellence Award (2020) at Nanyang Business School. He was also nominated for the NBS Teacher of the Year Award in 2020 and the MSc in Marketing Science Teacher of the Year Award in 2022.
Pricing and Numerical Cognition, Hedonic and Experiential Consumption, Brand Perception, Prosocial Behavior, Health Communication
  • How Token Effort Influences Price Promotion Effectiveness
  • Simple or Complex Logos? The Influence of Logo Complexity on Brand Perceptions
Courses Taught
BM2501 Market Behaviour (Undergraduate Course; 2015-present)

BM2509 Consumer Insights (Undergraduate Course; 2023-present)

MM6003 Consumer Psychology (MSc Course; 2020-present)

MK9101 Seminar in Consumer Behaviour (PhD Course; 2015-present)
Supervision of PhD Students
Wenjin Tang (main supervisor, 2023-present)

Haoyu Liu (main supervisor, 2022-present)

Qing Tang (co-supervisor, graduated in 2023)
-Placement: Assistant Professor, Hong Kong Baptist University, Hong Kong

Shaobo (Kevin) Li (main supervisor, graduated in 2019)
-Placement: Assistant Professor, Southern University of Science and Technology, China
-Winner of the 2019 AMS Mary Kay Dissertation Proposal Award

Tzu-Yin (Vicky) Kuo (co-supervisor, graduated in 2018)
-Placement: Lecturer, Singapore University of Social Sciences, Singapore