Peng Ling

Prof. Peng Ling is an Associate Professor at the Department of Marketing and International Business of Lingnan University.

Education

PhD. Marketing. University of Alberta (2007)
Master. Economics. Sun Yat-Sen University (1997)
Bachelor. Computing Science. University of China (1994)

Research Interests

Marketing measurement
New product and innovation management
E-commerce and social media
Consumer behavior

Selected publications

QI, S., PENG, L., & CHEN, Y-J. (2021). A set-theoretic approach to identifying effective configurations ofpromotional attributes. Journal of Consumer Marketing, 38(6), 626-637.

PENG, L., CUI, G., BAO, Z., & LIU, S. (2021). Speaking the same language: the power of words in crowdfunding success and failure. Marketing Letters.

PENG, L., CUI, G., & CHUNG, Y. (2020). Do the pieces fit? Assessing the configuration effects of promotion attributes. Journal of Business Research, 109, 337-349.

LI, C., HE, Y., PENG, L., & YUAN, D. (2020). How manufacturer brand erosion shapes consumer assortment perceptions. Asia Pacific Journal of Marketing and Logistics, 32(4), 922-939.

PENG, L., CUI, G., CHUNG, Y., & ZHENG, W. (2020). The Faces of Success: Beauty and Ugliness Premiums in e-Commerce Platforms. Journal of Marketing, 84(4), 67-85.

For more publications, please visit:
https://scholars.ln.edu.hk/en/persons/ling-peng/publications/