School of Economics and Management, Southwest Jiaotong University, China
Author Profile
Early Academic Pursuits
Jiuqi Chen embarked on his academic journey with a Bachelor of Management (BM) in Business Administration from Tianjin University of Technology, Tianjin, China, in 2019. Demonstrating academic excellence, he continued his studies at the same university, earning a Master of Engineering (ME) in Logistics Engineering in 2022, where he graduated top of his class, ranking 1 out of 156 students. Currently, His is pursuing a PhD in Business Administration at Southwest Jiaotong University in Chengdu, China, a testament to his commitment to advancing his knowledge and research in the field.
Professional Endeavors
Throughout his academic career, His engaged in various research projects, contributing significantly to the fields of business research and psychology. His work primarily focuses on the psychological and perceptual factors influencing consumer behavior. Jiuqi hasHis co-authored several working papers published in reputable journals, such as the Journal of Business Research and Acta Psychologica Sinica. His collaborative research efforts have explored diverse topics, including the impact of emoji usage on online review helpfulness and consumer perceptions of anger based on emoji placement.
Contributions and Research Focus
His research interests are broad yet interconnected, encompassing authenticity, animal marketing, visual marketing, brand logos, and artificial intelligence. His studies delve into how these elements influence consumer behavior and brand perception. Notable papers include examining the effect of logo complexity on souvenir authenticity perception and investigating the visual language of destination logos. These contributions are under review in prestigious journals like Tourism Management and the Journal of Consumer Psychology.
Accolades and Recognition
His dedication to academic excellence and research has earned him several prestigious awards. In 2021, he was honored with the National Scholarship of China, recognizing his outstanding academic performance and research potential. Furthermore, his Master's thesis received the Best Master’s Thesis award in 2022, highlighting his ability to produce high-quality, impactful research.
Impact and Influence
His research has significantly influenced the understanding of consumer behavior and brand perception. His work on the mediating role of processing fluency in the perception of online review helpfulness and the effect of geographic brand name size on perceived product authenticity has provided valuable insights for both academics and practitioners. By exploring the nuances of visual marketing and authenticity,His studies offer practical implications for brand management and marketing strategies.
Legacy and Future Contributions
Looking ahead, His aims to continue his research in the realms of marketing and consumer psychology, with a focus on how technological advancements and visual elements shape consumer perceptions and behaviors. His ongoing studies on customer inoculation against AI service failures and consumer preferences for zoomorphized products promise to further enhance the understanding of these complex interactions. His commitment to rigorous research and academic excellence positions him to make enduring contributions to the fields of business and marketing, influencing both theory and practice for years to come.