Education
Ph.D.in Enterprise Management from Shanghai University of Finance and Economics, China

Publications
1. Yang Defeng, Lu Yue, Zhu Wenting, Su Chenting. Going to be Green: the Effect of Different Advertising Appeals on Green Consumption Behavior. Journal of Business Research. Journal of Business Research, 2015, 68(12): 2663-2675. （SSCI）;
2. Yang Defeng. Brand Management and Competitive Advantages: How to Gain Competitive Advantages through Brand Management. Science Press. Mar. 2015;
3. Wei Haiying, Li Qing, Yang Defeng. Dynamic Evolution Mechanism of Social Relationship Conflict in Brand Crisis: Based on the Study of Hermeneutics. Chinese Industrial Economy, 2015, (11), 109-124;
4. Yang Defeng, Li Qing, Zhao Ping. Influences of Shared Social Nexus and Imaginary Audience upon the Favourite Brands -- Regulating Effect of Divergence of Others' Responses. Journal of Psychology, 2014, (7), 1000 - 1013;
5. Yang Defeng, Jiang Xia, Zhao Ping. Can Reward Sharing Intensify the Original Favorite Brands of the Partaker? -- Research on the Influences of Reward in Sharing Experience. Nankai Management Review, 2014, (3), 4-18;
6. Yang Defeng, Zhao Ping, Zhang Mengyuan. Can People Intensify the Original Brand Attitude by Sharing the Brand Experience with Others? Journal of Marketing Science, 2014, (2), 82-98;
7. Yang Defeng, Ma Yingjie, Ma Baolong. Social Interaction, Intergenerational Transference of Cultural Values and Formation of Brand Experiences. Management Review, 2014, (3), 70-80;
8. Ma Yingjie, Yang Defeng. Influences of Interpersonal Interaction in Service on the Formation of Experience Value: The Regulating Effect Brand Value Concept. Economic Management, 2014, (6), 86-98;
9. Yang Defeng, Zhao Ping, Lou Runping, Wei Haiying. Environmental Marketing Strategy Effects on Market-Based Assets. Total Quality Management & Business Excellence, 2013, 24(5/6): 707-718. （SSCI）
10. Yang Defeng, Li Qing, Zhao Ping, Wei Haiying. Research on the Relationship between Store Emotion, Reputation Consciousness and Buying Inclination to Tradesman-Owned Brands. Economics of Finance and Trade, 2012, (8), 97-104;
11. Yang Defeng, Li Qing, Wei Haiying, Zhao Ping. Research on the Relationship between Store Loyalty, Attitude to Own Brands and Buying Inclination. Commercial Economy and Management, 2012, (10), 61-70;
12. Yang Defeng, Li Qing, Zhao Ping. Influences of Brand Characteristics upon the Favorite Brands: Regulating Effect of BESC and Materialism Value Concept. Journal of Beijing Technology and Business University (SOCIAL SCIENCE EDITION), 2012, (5)， 12-19;
13. Yang Defeng, Zhao Jing, Zhao Ping. Research on the Construction Mechanism For the Win-Win Model and Competitive Advantage of Enterprises Allowing Sustainable Development. Soft Science, 2012, (7), 1-5;
14. Yang Defeng, Yang Jianhua, Lou Runping, Yao Qing. Influences of Stakeholders and Management Cognition upon the Selection of Strategy of Environmental Protection of Enterprises.. Management Review, 2012, (3), 140-149;
15. Yang Defeng, Yang Jianhua, Wei Haiying. Brand Experience, Self Show and Favorite Brands: Creating the Favorite Brands through Extraordinary Experiences. Commercial Economy and Management, 2010, (10), 69-77;
16. Yang Defeng, Wang Xinxin. The Effect of 2-Tier Store Brands’ Perceived Quality, Perceived Value, Brand Knowledge and Attitude on Store Loyalty. Frontiers of Business Research in China, 2010, (1), 1-28.
17. Yang Defeng, Yang Jianhua. Environmental Strategy, Organizational Capability and Competitive Advantages. Finance and Economy, 2009, (9), 120-125;
18. Yang Defeng, Yang Jianhua. Review of the Leading Research on Environmental Strategy. Foreign Economics and Management, 2009, (9), 29-37;
19. Yang Defeng, Wang Xinxin. Centrality of Perceived Quality of Tradesmen’s' Own Brands: Research Based upon the Clue Diagnosis Theory. Commercial Economy and Management, 2009, (5), 81-89;
20. Yang Defeng, Wang Xinxin. Influences of Price Promotion on Brand Equity: Regulating Effect of Competing Reaction. Nankai Business Review, 2008, (8), 20-30;
21. Yang Defeng, Wang Xinxin. Manufacturer Clues and Perceived Quality of Tradesman's Own Brands. Chinese Industrial Economy, 2008, (1), 87-95;
22. Yang Defeng, Wang Xinxin. Influences of Perceived Quality Perceived Value, Brand Knowledge of and Attitude to Echelon-2 Own Brands upon the Store Loyalty. Journal of Marketing Science, 2008, 4 (1), 69-85;

Lecture
International Marketing Research