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PENG Ling

Associate Professor
Department of Marketing & International Business
Lingnan University

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 and Innovation and New Product Development (MScMIB)


Research/Publications

Recent Journal Publications

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.

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.

Mengzhou Zhuang, Geng Cui and Ling Peng (2018), "Manufactured Opinions: The Effect of Manipulating Online Product Reviews",
Journal of Business Research, 87, 24-35.

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.

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.

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.

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. 

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.

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.

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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.

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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.

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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.

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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.

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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.

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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.

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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.

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Peng, Ling and Adam Finn (2008), ¡§Concept Testing: The State of Contemporary Practice¡¨, Marketing Intelligence & Planning, 26 (6), 649-674.

Department of Marketing and International Business, Lingnan University
Tel: +852 2616 8240 Fax: +852 2467 3049 Email: mib@Ln.edu.hk