Yufei Zhang
Assistant Professor of Marketing, Department of Marketing
Culverhouse College of Business, University of Alabama
- Publications
- 12
- Citations
- 932+
- Editorial roles
- 2
Dr. Yufei Zhang is an Assistant Professor of Marketing at the University of Alabama's Culverhouse College of Business. She joined the University of Alabama in 2025, after seven years on the marketing faculty at the University of Alabama at Birmingham.
She earned her Ph.D. in Marketing from Michigan State University in 2018. Her research centers on crowdfunding, digital marketing, and marketing strategy - with a particular focus on e-commerce, product returns, and brand management - and has appeared in journals including Marketing Science, the Journal of the Academy of Marketing Science, the Journal of Retailing, and the International Journal of Research in Marketing.
Research Interests
Editorial Service
- Editorial Review Board — Journal of the Academy of Marketing Science
- Associate Editor — Journal of Business Research
Selected Publications
- 13 cit.
Do "Little Emperors" Get More Than "Little Empresses"? Boy-Girl Gender Discrimination as Evidenced by Consumption Behavior of Chinese Households
Marketing Science (2021)
- 598 cit.
Antecedents and Consequences of Customer Satisfaction: Do They Differ Across Online and Offline Purchases?
Journal of Retailing (2019)
- 86 cit.
Brand Portfolio Coherence: Scale Development and Empirical Demonstration
International Journal of Research in Marketing (2018)
- 71 cit.
Competing Assessments of Market-Driven, Sustainability-Centered, and Stakeholder-Focused Approaches to the Customer-Brand Relationships and Performance
Journal of Business Research (2019)
- 45 cit.
Information Search and Product Returns Across Mobile and Traditional Online Channels
Journal of Retailing (2022)
- 40 cit.
To Exploit or Explore? The Impact of Crowdfunding Project Descriptions and Backers' Power States on Funding Decisions
Journal of the Academy of Marketing Science (2023)
- 33 cit.
Effects of Firm-, Industry-, and Country-Level Innovation on Firm Performance
Marketing Letters (2020)
- 24 cit.
Brand Relevance and the Effects of Product Proliferation Across Product Categories
Journal of the Academy of Marketing Science (2020)
- 10 cit.
Dynamic Interplays Between Online Reviews and Marketing Promotions
Journal of the Academy of Marketing Science (2024)
- 7 cit.
Leveraging Customer Learning and Time-Based Targeting for Fast Fashion New Arrivals
Journal of Retailing and Consumer Services (2025)