Bio
Joyce (Feng) Wang‘s research focuses on relationship marketing, new product strategy, customer experience, eCommerce, and tourism marketing. Her work has appeared in the Journal of the Academy of Marketing Science, Journal of Business Research, European Journal of Marketing, Journal of Business Logistics, Journal of Travel & Tourism Marketing, and others. She has also shared her insights at numerous prestigious academic conferences.
Joyce’s teaching interests center on data-driven marketing. She has taught customer analytics at both undergraduate and graduate levels, a doctoral seminar on empirical modeling, marketing research, and marketing strategy. Her teaching philosophy emphasizes hands-on, interactive learning, fostering critical thinking and collaboration to prepare students for success in academia and industry.
Professional Memberships
American Marketing Association 2015 - 2020Awards and Honors
2023, Callup Research Grant, Gallup Steering Committee, Bentley University2023, FAC Research Grant, FAC committee, Bentley University2022, Summer Research Grant, Bentley University2021, Research Grant, Bentley Research Council2021, Summer Research Grant, Bentley University2020, Summer Research Grant, Bentley University2019, Summer Research Grant, Bentley University2018, Don and Shirley Taylor Research Excellence Award, Michigan State University2018, Summer Research Grant, Bentley University2017, Mott Foundation Fellowship Award, Demmer Center for Business Transformation 2016, Don and Shirley Taylor Research Excellence Award, Michigan State University2015, Provost’s Excellence Fellowship Award, Michigan State University 2014, Broad Fellowship Award, Michigan State University Publications
Journal Articles
Wang, F., Zhang, Y., Hult, T., Lin, C. (2024). Leveraging Customer Learning and Time-Based Targeting For Fast Fashion New Arrivals. Journal of Retailing and Consumer Services. Forthcoming.Xia, L., Wang, F., Gao, F. (2024). Red Dog, Blue Dog: The Influence of Political Identity on Owner–Pet Relationship and Owners’ Purchases of Pet-Related Products and Services. European Journal of Marketing. Xia, L., Zhong, W., Wang, F. (2023). To Dress up or Not: Political Identity and Dog Owners’ Purchase of Dog Apparels. Psychology & Marketing , (40) 10 2118-2131. Wang, F. (2022). Nostalgia in Tourism. Current Opinion in Psychology. Wang, F., Xia, L. (2022). Revenge Travel: Nostalgia and Desire for Leisure Travel Post COVID-19. Journal of Travel & Tourism Marketing. Pratt, A., Voorhees, C., Robinson, S., Wang, F. (2022). Unintended effects of price promotions: Forgoing competitors’ price promotions strengthens incumbent brand loyalty. Journal of Academy of Marketing Science. Xia, L., Wang, F., Santana, S. (2021). Nostalgia: Triggers and Its Role on New Product Purchase Intentions. Journal of Business Research, (135) 183-194. Zhao, Y., Zhang, Y., Wang, F., Schrock, W. (2020). Brand Relevance and the Effects of Product Proliferation across Product Categories. Journal of the Academy of Marketing Science. Calantone, R. J., Whipple, J. M., Wang, F., Sardashti, H., Miller, J. W. (2017). A Primer on Moderated Mediation Analysis: Exploring Logistics Involvement in New Product Development. Journal of Business Logistics. Sirisuhk, R., Calantone, R. J., Wang, F. (2016). Managing Market Intelligence: The Comparative Role of Absorptive Capacity and Market Orientation. Journal of Business Research.
Presentations
Zhao, Y., Yu, Z., Zhang, Y., Wang, F., Redd, S., Schrock , W. (2024). “What Happens When a Brand Disappears? A Study on Stock Market Reactions to Brand Deletions” Presented at theAMA Winter Academic ConferenceWang, F., Gao, F., Elkanova, E. (2023). “I (Don’t) Compare, When I Am (In)Capable: The Inverse U-Shape Effect of Top Donation on Subsequent Donations in Medical Crowdfunding” Presented at theAssociation for Consumer Research Conference Zhang, Y., Wang, F., Hult, T., Lin, C. (2023). “Leveraging Innovator Adoption to Lessen Overstock in the Fast Fashion Industry: A Marketing Approach via Customer Learning and Time-Based Targeting” Presented at theBentley Research ShowcaseWang, F., Gao, F., Elkanova, E. (2023). “The Backfiring Effect of Small Top Donation on Subsequent Donations in Medical Crowdfunding” Presented at theBentley Research ShowcaseXia, L., Zhong, W., Wang, F. (2023). “To Dress up or Not: Political Identity and Pet Owner’s Purchase of Dog Apparels” Presented at theBentley Research ShowcaseXia, L., Zhong, W., Wang, F. (2022). “To Dress up or Not: Political Identities and Pet Owners’ Purchase of Dog Apparels” Presented at theAnnual Conference of the Association for Consumer Research Denver, CO Xia, L., Zhong, W., Wang, J. (2022). “To Dress up or Not: Political Identity and Dog Owners’ Purchase of Dog Apparels” Presented at theAssociation of Consumer Research annual conference Denver, CO Xia, L., Wang, J. (2022). “Red Dog, Blue Dog: The Influence of Political Identity on Owner–pet Relationship and Owners’ Purchases of Pet-Related Products and Services” Presented at theSociety of Consumer Psychology (online)Xia, L., Zhong, W., Wang, J. (2021). “To Dress up or Not: Political Identity and Dog Owners’ Purchase of Dog Apparels” Presented at theDecision Science Institute Annual ConferenceSantana, S., Xia, L., Wang, F. (2021). “Nostalgia: Triggers and Its Role on New Product Purchase Intentions” Presented at the Bentley University Confronting the Pandemic with Research: Bentley University's ContributionWang, F. (2020). “Maximizing the Effect of Experiential Design on Converting Consideration into Purchase” Presented at the University of Nebraska at Omaha Research Seminar SeriesZhang, Y., Hult, T., Wang, F., Lin, C., Chiang, J. (2019). “Customer Learning and New Product Purchases: Are Customers Ready?” Presented at theAMA Summer Academic Conference Chicago, Illinois Wang, F., Voorhees, C. M., Calantone, R. J. (2019). “Customer Relationships Asset and Competitive Advantage” Presented at theAMA Summer Academic Conference Chicago, Illinois Wang, F., Calantone, R. J. (2018). “Uncovering the Prominence of Imagery Experience on Purchase Decision and Customer-Brand Relationship Cultivation” Presented at theAMA Summer Academic Conference Boston Wang, F., Calantone, R. J., Rakthin, S. (2016). “Realizing Ambidextrous Innovation through Absorptive Capacity” Presented at theAMA Summer Academic Conference Atlanta, Georgia Wang, F., Calantone, R. J. (2016). “Are Irrational Buyers all Sub-Optimal? Not When They are Self-Brand Connected” Presented at theAMA Winter Academic Conference Las Vegas, Nevada Wang, F. (2016). “How does Emotional WOM Influence Brand Performance: The Unparalleled Mechanisms of Brand Trust and Sentiment?” Presented at theMarketing Science Conference Shanghai Wang, F., Calantone, R. (2015). “Managing the Interplay between Promotion and Product Portfolio” Presented at theMarketing Science Conference Baltimore, Maryland Service
Department Service
Teaching Committee of Marketing Department 2024 - PresentCommittee Member for Research Committee of Marketing Department 2020 - 2023Recruiting Committee 2022 - 2022Recruiting Committee 2019 - 2019University Service
Faculty Evaluation Procedures Committee 2020 - PresentCalendar Committee 2020 - 2022Professional Service
Reviewer, Ad Hoc Reviewer for International Journal of Hospitality & Tourism Administration 2024 - PresentReviewer, Ad Hoc Reviewer for Journal of Sustainable Tourism 2024 - PresentReviewer, Ad Hoc Reviewer for Tourism and Hospitality Management 2024 - PresentReviewer, Ad Hoc Reviewer for Tourism Culture & Communication 2024 - PresentReviewer, Ad Hoc Reviewer for Consumer Behavior in Tourism and Hospitality 2024 - 2024Reviewer, Ad Hoc Reviewer for Scientific Reports under Nature 2024 - 2024Reviewer, Ad Hoc Reviewer for Journal of Business Review 2019 - 2024Reviewer, Ad Hoc Reviewer for Cogent Business & Management 2023 - 2023Reviewer, Ad Hoc Reviewer for Journal of Hospitality and Tourism Management 2023 - 2023Reviewer, Ad Hoc Reviewer for Journal of Travel & Tourism Review 2023 - 2023Reviewer, Conference Paper for AMA Global Marketing SIG (GMSIG) Conference 2022 - 2022Reviewer, Ad Hoc Reviewer for International Journal of Hospitality & Tourism Administration 2022 - 2022Reviewer, Ad Hoc Reviewer for Journal of Management Information Systems 2020 - 2020Reviewer, Conference Paper for AMA Summer Academic Conference 2014 - 2020
