Cheng Lu Wang
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Journal Articles

Guest editorial: Deglobalization challenges and global branding strategies

Cheng Lu Wang, Jiaxun He
Journal: International Marketing Review
International Marketing Review (2026) 43 (2): 289–293.
https://doi.org/10.1108/IMR-04-2026-667
Published: 19 March 2026
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Journal Articles

Guest editorial: Global branding management in a rapidly changing environment

Cheng Lu Wang, Jiaxun He
Journal: International Marketing Review
International Marketing Review (2023) 40 (1): 1–3.
https://doi.org/10.1108/IMR-02-2023-391
Published: 27 February 2023
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Journal Articles

How and when do exporters benefit from an international adaptation strategy? The moderating effect of formal and informal institutional distance

Jie Gao, Tao Wang, Yu Jia, Cheng Lu Wang
Journal: International Marketing Review
International Marketing Review (2022) 39 (6): 1390–1416.
https://doi.org/10.1108/IMR-01-2021-0007
Published: 24 August 2022
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Journal Articles

Guest editorial

Cheng Lu Wang, Dorothy Yen, Bradley R. Barnes
Journal: International Marketing Review
International Marketing Review (2021) 38 (1): 1–5.
https://doi.org/10.1108/IMR-02-2021-384
Published: 28 January 2021
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Journal Articles

Building the connection between nation and commercial brand: an integrative review and future research directions

Jiaxun He, Cheng Lu Wang, Yi Wu
Journal: International Marketing Review
International Marketing Review (2021) 38 (1): 19–35.
https://doi.org/10.1108/IMR-11-2019-0268
Published: 08 July 2020
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Journal Articles

From West to East: British sojourners’ acculturation in China

Qionglei Yu, Dorothy A. Yen, Benedetta Cappellini, Cheng Lu Wang
Journal: International Marketing Review
International Marketing Review (2021) 38 (4): 671–689.
https://doi.org/10.1108/IMR-12-2018-0362
Published: 28 August 2019
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Journal Articles

How global brands incorporating local cultural elements increase consumer purchase likelihood: An empirical study in China

Jiaxun He, Cheng Lu Wang
Journal: International Marketing Review
International Marketing Review (2017) 34 (4): 463–479.
https://doi.org/10.1108/IMR-08-2014-0272
Published: 10 July 2017
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Journal Articles

Brand management and consumer experience in emerging markets: directions for future research

Cheng Lu Wang, Jiaxun He, Bradley R. Barnes
Journal: International Marketing Review
International Marketing Review (2017) 34 (4): 458–462.
https://doi.org/10.1108/IMR-01-2016-0009
Published: 10 July 2017
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Journal Articles

A contingency approach to international marketing strategy and decision‐making structure among exporting firms

Henry F.L. Chung, Cheng Lu Wang, Pei‐how Huang
Journal: International Marketing Review
International Marketing Review (2012) 29 (1): 54–87.
https://doi.org/10.1108/02651331211201543
Published: 17 February 2012
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Journal Articles

A content analysis of connectedness vs. separateness themes used in US and PRC print advertisements

Cheng Lu Wang, Allan K.K. Chan
Journal: International Marketing Review
International Marketing Review (2001) 18 (2): 145–160.
https://doi.org/10.1108/02651330110389981
Published: 01 April 2001
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