Prof. Peng Ling

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


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:

Prof. Peng Ling
Department of Marketing and International Business
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