The Liberal Arts University in Hong Kong
The Liberal Art University in Hong Kong
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pengling 
彭玲
PENG Ling

Associate Director
Hong Kong Institute of Business Studies (HKIBS)

Associate Professor
Department of Marketing & International Business

Voice:  (852) 2616 8242
Fax:     (852) 2467 3049
Email:  Lingpeng@Ln.edu.hk


Education
PhD Alberta ; MEcon Sun Yat-sen ; BEng Renmin


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


Teaching
Marketing Management, Buyer Behaviour, Innovation in Practice, Business to Business Marketing, Digital Innovation, Innovation and New Product Development (MScMIB)


Research/Publications
  1. Peng Ling, Geng Cui, Ziru Bao, and Shuman Liu (2022), “Speaking the Same Language: The Power of Words in Crowdfunding Success and Failure,” Marketing Letters, 33, 311-323.
  2. Cui, Geng, Yuho Chung, Ling Peng, and Wanyi Zheng (2022), “The Importance of Being Earnest: Mandatory vs. Voluntary Disclosure of Incentives for Online Product Reviews”, Journal of Business Research, 141 (3), 633-645.
  3. Suntong Qi, Ling Peng, and Yu-Jen Chen (2021), “A Set-theoretic Approach to Identifying Effective Configurations of Promotional Attributes”, Journal of Consumer Marketing, 38 (6), 626-637.
  4. Peng Ling, Geng Cui, Yuho Chung, and Wanyi Zheng (2020), "The Faces of Success: Beauty and Ugliness Premiums in e-Commerce Platforms", Journal of Marketing, 84 (4), 67-85. (Note: The first three authors share equal authorship)
  5. Peng Ling, Geng Cui, Yuho Chung (2020), "Do the Pieces Fit: Assessing the Configuration Effects of Promotion Attributes", Journal of Business Research, 109, 337-349.
  6. Chunyu Li, Yongfu He, Ling Peng, and Denghua Yuan (2020), “How Manufacturer Brand Erosion Shapes Consumer Assortment Perceptions,” Asia Pacific Journal of Marketing and Logistics, 32 (4), 922-939.
  7. Peng Ling, Geng Cui, Yuho Chung, and Chunyu Li (2019), "A Multi-facet Item Response Theory Approach to Improve Customer Satisfaction Using Online Product Ratings", Journal of the Academy of Marketing Science, 47 (5), 960-976.
  8. Chunyu Li, Geng Cui, and Ling Peng (2018), "Tailoring Management Response to Negative Reviews: The Effectiveness of Accommodative versus Defensive Responses", Computers in Human Behavior, 84, 272-284.
  9. Mengzhou Zhuang, Geng Cui and Ling Peng (2018), "Manufactured Opinions: The Effect of Manipulating Online Product Reviews", Journal of Business Research, 87, 24-35.
  10. Jiongen Xiao, Chunyu Li, and Ling Peng (2018), “Cross-cultural Effects of Self-discrepancy on the Consumption of Counterfeit Branded Luxuries,” Asia Pacific Journal of Marketing and Logistics, 30 (4), 972-987.
  11. Chunyu Li, Geng Cui, and Ling Peng (2017), "The Signaling Effect of Management Response in Engaging Customers: A Study of the Hotel Industry", Tourism Management, 62, 42-53.
  12. Chunyu Li, Ling Peng, and Geng Cui (2017), "Picking Winners: New Product Concept Testing with Item Response Theory", International Journal of Market Research, 59 (3), 335-354.
  13. Peng Ling, Geng Cui, Mengzhou Zhuang and Chunyu Li (2016), "Consumer Perceptions of Online Review Deceptions: An Empirical Study in China", Journal of Consumer Marketing, 33 (4), 269-280.
  14. Peng Ling and Adam Finn (2016), "Assessing Response Format Effects on the Scaling of Marketing Stimuli", International Journal of Market Research, 58 (4), 595-620.
  15. Cui, Geng, Xiaolin Li, Ling Peng, and T. S. Chan (2015), “Cultural Distance, Host Regulatory Quality, and Location Choice: A Hierarchical Analysis of Chinese Multinationals”, Asian Businesses in a Turbulent Environment: Uncertainty and Coping Strategies, edited by T.S. Chan and Geng Cui, Palgrave Macmillan, 65-92.
  16. Cui, Geng, Peng Ling and Laurent Pierre Florès (2015), "Selecting Ideas for New Product Development: Comparison of Monadic Test and Adaptive Concept Screening under the G Theory Framework", European Journal of Innovation Management, 18 (3), 380-396.
  17. Cui, Geng, T. S. Chan, Hua Zhang, and Ling Peng (2014), “Different Road to Rome? Patterns of Internationalization in Chinese Firms”, The Rise of Asian Firms: Strengths and Strategies, edited by T.S. Chan and Geng Cui, Palgrave Macmillan, 183-204.
  18. Peng, Ling, Lisa Wan, and Patrick Poon (2013), “Self-Discrepancy and Consumer Responses to Counterfeit Products”, Multinationals and Global Consumers: Tension, Potential and Competition, edited by T.S. Chan and Geng Cui, Palgrave Macmillan, 207-224.
  19. Peng, Ling, Geng Cui and Chunyu Li (2013), "The Comparative Impact of Critics and Consumers: Applying the Generalizability Theory to Online Movie Ratings", International Journal of Market Research, 55 (3):67-90.
  20. Peng, Ling, Chunyu Li and Xiang Wan (2012), “A Framework for Optimizing the Cost and Performance of Concept Testing”, Journal of Marketing Management, 28 (7/8): 1000-1013.
  21. Peng, Ling, Ada Hiu Kan Wong and Lisa Chun Ying Wan (2012), "The Effects of Image Congruence and Self-Monitoring on Product Evaluations: A Comparison Between Genuine and Counterfeit Products", Journal of Global Marketing, 25 (1): 17-28.
  22. Peng, Ling, Geng Cui and Chunyu Li (2012), "Individual Differences in Consumer Responses to Traditional versus Virtual Concept Testing", Journal of Product & Brand Management, 21 (3), 167-175.
  23. Peng, Ling, Yongfu He and Xiang Wan (2011), “Devil or Angel: How Virtual Testing Environment Can Affect Product Evaluations”, International Journal of Market Research, 53(3), 415-437.
  24. Peng, Ling and Adam Finn (2010), “Whose Crystal Ball to Choose: Individual Differences in the Generalizability of Concept Testing”, Journal of Product Innovation Management, 27 (5), 690-704.
  25. Peng, Ling and Adam Finn (2010), "How Far Can You Rely on a Concept Test: The Generalizability of Testing over Occasions", International Journal of Market Research, 52 (3), 363-382.
  26. Peng, Ling and Adam Finn (2010), “How Cloudy a Crystal Ball: A Psychometric Assessment of Concept Testing”, Journal of Product Innovation Management, 27 (2), 238-252.
  27. Peng, Ling and Adam Finn (2008), “Concept Testing: The State of Contemporary Practice”, Marketing Intelligence & Planning, 26 (6), 649-674.

 



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