Defeng YANG

Brand Management and Competitive Advantages


Education Enterprise Management from Shanghai University of Finance and Economics, China

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;

International Marketing Research