Bio
Joyce (Feng) Wang’s primary interests lie in marketing strategy, with a focus on relationship marketing, new product strategy, and customer experience. Her work has appeared in the Journal of the Academy of Marketing Science, Journal of Retailing, Journal of Retailing and Consumer Services, Journal of Business Research, European Journal of Marketing, Psychology & Marketing, Current Opinion in Psychology, Journal of Travel and Tourism Marketing, and Journal of Business Logistics.
At Bentley, she designs and teaches data-driven strategy courses at academic levels, empowering future marketers to turn data into actionable strategies. Most recently, she has expanded her teaching portfolio and is developing new courses on data-driven strategy for the fashion market and marketing data visualization.
Professional Memberships
American Marketing Association 2015-02-01 - 2020-05-31Awards and Honors
Callup Research Grant, Gallup Steering Committee, Bentley UniversityFAC Research Grant, FAC committee, Bentley UniversitySummer Research Grant, Bentley UniversityResearch Grant, Bentley Research CouncilSummer Research Grant, Bentley UniversitySummer Research Grant, Bentley UniversitySummer Research Grant, Bentley UniversityDon and Shirley Taylor Research Excellence Award, Michigan State UniversitySummer Research Grant, Bentley UniversityMott Foundation Fellowship Award, Demmer Center for Business TransformationDon and Shirley Taylor Research Excellence Award, Michigan State UniversityProvost’s Excellence Fellowship Award, Michigan State UniversityBroad Fellowship Award, Michigan State UniversityScholarly Contributions and Creative Productions
Journal Articles
Wang, J., Zhang, Y., Hult, G. M., Lin, C. (2025). Leveraging Customer Learning and Time-based Targeting for Fast Fashion New Arrivals. Journal of Retailing and Consumer Services, (83) 104141. (Link)Zhang, Y., Wang, J., Lin, C., Hult, G. M. (2025). Assessing Fast Fashion Overstock Through Peak Sales Time. Journal of Retailing (Link)Xia, L., Wang, F., Gao, F. (2024). Red Dog, Blue Dog: The Influence of Political Identity on Owner–Pet Relationships and Owners’ Purchases of Pet-Related Products and Services. European Journal of Marketing, (58) 9 2061–2094. (Link)Xia, L., Zhong, W., Wang, J. (2023). To Dress up or Not: Political Identity and Dog Owners’ Purchase of Dog Apparels. Psychology & Marketing, (40) 10 2118-2131. (Link)Wang, J. (2022). Nostalgia in Tourism. Current Opinion in Psychology (Link)Wang, J., Xia, L. (2022). Revenge Travel: Nostalgia and Desire for Leisure Travel Post COVID-19. Journal of Travel & Tourism Marketing (Link)Pratt, A. B., Voorhees, C. M., Robinson, S. G., Wang, J., Giebelhausen, M. D. (2022). Unintended Effects of Price Promotions: Forgoing Competitors’ Price Promotions Strengthens Incumbent Brand Loyalty. Journal of Academy of Marketing Science (Link)Xia, L., Wang, J., Santana, S. (2021). Nostalgia: Triggers and Its Role on New Product Purchase Intentions. Journal of Business Research, (135) 183-194. (Link)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 (Link)Calantone, R. J., Whipple, J. M., Wang, J., Sardashti, H., Miller, J. W. (2017). A Primer on Moderated Mediation Analysis: Exploring Logistics Involvement in New Product Development. Journal of Business Logistics (Link)Sirisuhk, R., Calantone, R. J., Wang, J. (2016). Managing Market Intelligence: The Comparative Role of Absorptive Capacity and Market Orientation. Journal of Business Research (Link)Presentations
Zhang, Y., Wang, J., Hult, T., Lin, C. (2025). “Assessing Fast Fshion Overstock Through Time-To-Peak-Sales” Presented at the Bentley Research ShowcaseZhao, Y., Yu, Z., Zhang, Y., Wang, J., Redd, S., Schrock, W. (2024). “What Happens When a Brand Disappears? A Study on Stock Market Reactions to Brand Deletions” Presented at the AMA Winter Academic ConferenceWang, J., 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 the Association for Consumer Research ConferenceZhang, Y., Wang, J., 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 the Bentley Research ShowcaseWang, J., Gao, F., Elkanova, E. (2023). “The Backfiring Effect of Small Top Donation on Subsequent Donations in Medical Crowdfunding” Presented at the Bentley Research Showcase (2023). “To Dress up or Not: Political Identity and Pet Owner‚Äôs Purchase of Dog Apparels” Presented at the Bentley Research Showcase (2022). “To Dress up or Not: Political Identity and Dog Owners' Purchase of Dog Apparel” Presented at the Association of Consumer Research Annual Conference Denver, CO (2022). “Red Dog, Blue Dog: The Influence of Political Identity on Owner‚Äìpet Relationship and Owners' Purchases of Pet-Related Products and Services” Presented at the Society of Consumer Psychology (online) (2021). “To Dress up or Not: Political Identity and Dog Owners‚Äô Purchase of Dog Apparels” Presented at the Decision 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, J. (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, J., Lin, C., Chiang, J. (2019). “Customer Learning and New Product Purchases: Are Customers Ready?” Presented at the AMA Summer Academic Conference Chicago, Illinois Wang, J., Voorhees, C. M., Calantone, R. J. (2019). “Customer Relationships Asset and Competitive Advantage” Presented at the AMA Summer Academic Conference Chicago, Illinois Wang, J., Calantone, R. J. (2018). “Uncovering the Prominence of Imagery Experience on Purchase Decision and Customer-Brand Relationship Cultivation” Presented at the AMA Summer Academic Conference Boston Wang, J., Calantone, R. J., Rakthin, S. (2016). “Realizing Ambidextrous Innovation through Absorptive Capacity” Presented at the AMA Summer Academic Conference Atlanta, Georgia Wang, J., Calantone, R. J. (2016). “Are Irrational Buyers all Sub-Optimal? Not When They are Self-Brand Connected” Presented at the AMA Winter Academic Conference Las Vegas, Nevada Wang, J. (2016). “How does Emotional WOM Influence Brand Performance: The Unparalleled Mechanisms of Brand Trust and Sentiment?” Presented at the Marketing Science Conference Shanghai Wang, J., Calantone, R. (2015). “Managing the Interplay between Promotion and Product Portfolio” Presented at the Marketing Science Conference Baltimore, Maryland Service
Service: Department
Committee Member for Curriculum Committee 2022-09-01 - PresentCommittee Member for Recruiting Committee 2022-05-01 - 2022-12-01Committee Member for Research Committee 2018-09-01 - 2022-05-01Committee Member for Recruiting Committee 2019-05-01 - 2019-12-01Service: Professional
Editorial Review Board Member for Journal of Business Research 2025-09-15 - PresentEditor (Associate), Journal for Journal of Business Research - PresentService: University
Committee Member for Faculty Evaluation Procedures Committee 2020-09-01 - PresentCommittee Member for Calendar Committee 2020-01-01 - 2021-05-01
