Joyce (Feng) Wang

  • Assistant Professor, Marketing
  • PhD Michigan State University

Teaching Interests

Customer analytics, relationship marketing, marketing research, and marketing strategy

Research Interests

Customer experience & analytics, customer valuation, eCommerce, relationship marketing, and customer centric product design

Consulting/Practice Interests

Customer experience & analytics, eCommerce, loyalty program, and program design

Bio

Joyce (Feng) Wang‘s research focuses on customer experience, eCommerce, customer valuation, and customer-centric product design. Her work has appeared in Journal of the Academy of Marketing Science, Journal of Business Research, Journal of Business Logistics, and presented at numerous academic conferences. She has taught customer analytics (both undergraduate- and graduate-level), marketing research, quantitative business research methods, and marketing strategy.

Professional Memberships

  • American Marketing Association
  • Awards and Honors

  • 2020, Summer Research Grant, Bentley University
  • 2019, Summer Research Grant, Bentley University
  • 2018, Don and Shirley Taylor Research Excellence Award, Michigan State University
  • 2018, Summer Research Grant, Bentley University
  • 2017, Mott Foundation Fellowship Award, Demmer Center for Business Transformation
  • 2016, Don and Shirley Taylor Research Excellence Award, Michigan State University
  • 2015, Provost’s Excellence Fellowship Award, Michigan State University
  • 2014, Broad Fellowship Award, Michigan State University
  • Publications

    Journal Articles


  • 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

  • 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 Conference
  • Santana, 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 Contribution
  • Wang, F. (2020). “Maximizing the Effect of Experiential Design on Converting Consideration into Purchase” Presented at the University of Nebraska at Omaha Research Seminar Series
  • Zhang, 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


  • Research Committee of Marketing Department 2020 - Present
  • Recruiting Committee 2019 - 2019
  • University Service


  • Faculty Evaluation Procedures Committee 2020 - Present
  • Calendar Committee 2020 - Present
  • Majors Fair - 2020
  • Professional Service


  • Reviewer, Journal Article for Journal of Business Research 2020 - Present
  • Reviewer, Journal Article for Journal of Management Information Systems 2020 - Present
  • Reviewer, Ad Hoc Reviewer for Journal of Business Review 2019 - Present
  • Reviewer, Conference Paper for AMA Summer Academic Conference 2014 - Present