Lei Huang

Dr. Lei Huang
Dr. Lei Huang
Associate Professor
Thompson Hall E358

Ph.D., McGill University

My current research falls into two domains: (1) the impacts of sustainability marketing and corporate social responsibility (CSR) on consumers’ perceptions of cause-related marketing strategies; and (2) the information sampling patterns in word-of-mouth communications (WOM) as well as the social media content design in integrated marketing communications. I have taught various marketing core courses at both graduate and undergraduate levels in the traditional face-to-face classrooms as well as online and hybrid formats. I have also been supervising master's theses and doctoral dissertations. I worked in the fields of marketing analytics, B-to-B business development, and strategic marketing management before joining academia.

Personal Website

Office Hours

On Sabbatical Leave

Teaching Interests

I respect diverse talents and learning styles of students. I also believe that a great educator is more than a conveyer of knowledge. In giving my students both a solid theoretical foundation and real-world examples, I hope to foster their critical thinking and analytical skills so that they can apply that knowledge to future situations outside the campus. My teaching experiences include: Marketing Research/Analytics; Digital Marketing; Strategic Marketing Management; Integrated Marketing Communications; Marketing Ethics

Research Interests

My research interests fall into two domains. In the area of sustainability marketing, I aim to provide research based advice to companies, NGOs and their stakeholders on the side of policy-making. I have been exploring the impacts of different types of corporate social responsibility (CSR) on consumers’ perceptions of cause-related strategies, moral food consumptions, green marketing in financial industry, and CSR innovations on philanthropic purchase intentions. In the area of information sampling & dissemination, my work focuses on how online and traditional word-of-mouth communications influence consumer decision-making. The findings from this line of research have been applied to the design of advertisement, social media strategy, and political marketing.

Current Research

  • The Effects of CSR Scandals on Corporate Images
  • The Impacts of Different CSR Frauds on Internal and External Stakeholders
  • The Morality in Food Consumption
  • The Role of Product Innovations on the Perception of Food Taste and Healthiness

Professional Memberships

  • American Marketing Association
  • Association for Consumer Research
  • Society for Consumer Psychology

Awards and Honors

  • William T. and Charlotte N. Hagan Young Scholar Award, State University of New York at Fredonia (2018).
  • The 53rd Society for Marketing Advances Annual Conference Best Paper Award, Society for Marketing Advances (2015).
  • Dalhousie Pre-tenured Researcher of the Year Award, School of Business, Dalhousie University (2012).
  • A. Gordon Archibald Teaching Excellence Award, Dalhousie University (2010).

Contracts, Grants, and Sponsored Programs

  • "Standard Research Grant (SSHRC 435-2014-1250) ," Social Sciences & Humanities Research Council of Canada (2019).
  • "The Entrepreneurship International Curriculum Initiative Fund," School of Business, SUNY Fredonia (2017).
  • "The Raymond Lai Professional Development Fund," School of Business, SUNY Fredonia (2016).
  • "CIGI Collaborative Research Grant," The Centre for International Governance Innovation (CIGI) Ontario, Canada (2012).
  • "Standard Research Grant (SSHRC 410-2011-2337)," Social Sciences & Humanities Research Council of Canada (2011).
  • "Dalhousie Faculty of Management Research Support Fund," Dalhousie University (2008).
  • "Dalhousie Research Development Fund ," Dalhousie University (2008).
  • "McGill Faculty of Management Entrance Fellowship ," McGill University (2003).

Intellectual Contributions

  • "Multi-Stakeholder Partnerships for Sustainability: Designing Decision Making Processes for Partnership Capacity," Journal of Business Ethics (2019).
  • "Partner Strategic Capabilities for Capturing Value from Sustainability-Focused Multi-Stakeholder Partnerships," Sustainability (2019).
  • "The communication role of social media in social marketing: A study of community sustainability knowledge dissemination on LinkedIn and Twitter," Journal of Marketing Analytics (2019).
  • "Lending a Hand: Perceptions of Green Credit Cards," International Journal of Bank Marketing (2018).
  • "Loss or Gain? The Impact of Chinese Local Celebrity Endorser Scandal on the Global Market Value of the Endorsed Brands," Journal of Marketing Analytics (2018).
  • "Birds of a Feather: A Normative Model of Assessing Consumers Satisfaction in a Generalized Expectation-Disconfirmation Paradigm," Journal of Marketing Analytics (2017).
  • "Cross- Sector Partnerships (SDG #17) as a Means of Achieving Sustainable Communities and Cities (SDG #11)," Handbook of Sustainability Science and Research (2017).
  • "Lack of Stakeholder Influence on Pollution Prevention: A Developing Country Perspective," Organization & Environment (2016).
  • "The Impacts of Package Color and the Nutrition Content Labels on the Perception of Food Healthiness and Purchase Intention," Journal of Food Products Marketing (2016).
  • "Eat with Your Eyes: Package Color Influences the Expectation of Food Taste and Healthiness Moderated by External Eating," Marketing Management Journal (2015).
  • "Quality or Responsibility? The Impact of Two Categories of Corporate Social Responsibility on the Consumer-brand Relationship ," Marketing Management Journal (2015).
  • "Price versus Nice? How Unfavorable Price Comparisons Help Retain Customers," Journal of Marketing Theory and Practice (2013).
  • "When Color Meets Health: The Impact of Package Colors on the Perception of Food Healthiness and Purchase Intention," Advances in Consumer Research (2013).
  • "First Choice? Last Resort? Social Risks and Gift Card Selection," Journal of Marketing Theory and Practice (2012).
  • "Social Media in an Alternative Marketing Communication Model," Journal of Marketing Development and Competitiveness (2012).
  • "The Perception of Two Types of Corporate Social Responsibility on the Consumer-brand Relationship," Advances in Consumer Research (2012).
  • "Metaperception, Reciprocity, Generosity, and Anxiety: Consumer Ambivalence and Gift Card Use," Journal of Marketing Development and Competitiveness (2011).
  • "Social Contagion Effects in Experiential Information Exchange on Bulletin Board Systems," Journal of Marketing Management (2010).
  • "The Experiential Information Exchange in Electronic Word-of-Mouth Communications," Advances in Consumer Research (2010).
  • "What Do People Talk about in Word-of-Mouth Communications?," Advances in Consumer Research (2009).
  • "When Will People Tell You Something You Do Not Know?," Advances in Consumer Research (2009).

Media Contribution

  • WalletHub.com (2017).
  • WalletHub.com (2016).
  • Observer (2015).
  • Statement (2015).
  • Atlantic Business Magazine (2013).
  • The Chronicle Harold (2012).
  • CanadaOne.com (2011).
  • The Coast (2010).