Qimei Chen

Professor of Marketing
Jean E. Rolles Distinguished Professor
Associate Dean for Academic Affairs

Academic Background

  • 2001 - PhD, University of Minnesota at Twin Cities
  • 1999 - MA, University of Minnesota at Twin Cities
  • 1994 - BA, Nanjing Normal University

Research Interests

  • Consumer Empowerment
  • Innovation/Knowledge

Selected Publications

“Time Will Tell: Managing Post-Purchase Changes in Brand Attitude,” Journal of the Academy of Marketing Science, forthcoming, [with Yi He and Dana Alden] 

“Siding with the underdog: is your customer voting effort a sweet deal for your competitors?” Marketing Letters. forthcoming, [with Angeline Nariswari]

“Managing Sub-Branding Affect Transfer: The Role of Consideration Set Size and Brand Loyalty,” Marketing Letters, 2016, [with Yi He, Ruby Lee and Leona Tam]

“Consumption in the Public Eye: The Influence of Social Presence on Service Experience,” 2012, Journal of Business Research, 65(3), 302-310. [with Yi He and Dana L. Alden]

“Reconsidering Baron and Kenny: Myths and Truths About Mediation Analysis,” 2010, Journal of Consumer Research. 37 (August), 197-206. (Lead Article) [with Xinshu Zhao and John G. Lynch]

“In Search of Platforms to Increase Market Responsiveness: Evidence from Foreign Subsidiaries,” 2009, Journal of International Marketing, 17(2), 59-73. [with Ruby P. Lee and Xiongwen Lu]

“The Immediate Impact of New Product Introductions on Stock Price – The Role of Firm
 Resources and Size,” 2008, Journal of Product Innovation Management, 26(1), 97-107. 
[with Ruby P. Lee]

“Knowledge Transfer Between Multinational Corporations' Headquarters and Their Subsidiaries: Influences on and Implications for New Product Outcomes,” 2008, Journal of International Marketing, 16(2), 1-31. [with Ruby Lee, Dackwan Kim and Jean L. Johnson).  

"Contexual Priming and Applicability: Implications for Ad attitude and Brand
 Evaluations," 2007, Journal of Advertising. 36(1), 69-81. [with Fuyuan Shen]

"The Performance Implications of Entrepreneurial Proclivity: A Dynamic Capabilities 
Approach," 2006, Journal of Retailing, 82(1): 51-62. [with David A. Griffith and 
Stephanie M. Noble]

"Internet Community Group Participation: Psychosocial Benefits for Women with 
Breast Cancer," 2005, Journal of Computer-Mediated Communication, 10(4). [with 
Shelly Rodgers]

"The Influence of Virtual Direct Experience on Online Ads Message Effectiveness,"
 2004, Journal of Advertising, 33(1), 55-69. [with David A. Griffith]



  • MKT 321 – Marketing Research
  • MKT 362 – Internet Marketing
  • MKT 363 – Customer Relationship Management
  • BUS 623 – Marketing Management
  • MKT 658 – Marketing in the Information Age
  • MKT 690 – Advanced Seminar in Marketing: Chinese Marketing
  • MKT 702 – International Cross-Cultural Consumer Behavior
    (PhD Seminar)


  • 2014 - Shirley M. Lee Research Award, Shidler College of Business
  • 2013 - Winner of the Journal of Consumer Research Best Article Award
  • 2009 - University Fellow, Hong Kong Baptist University

  • 2008 - S. Tamer Cavusgil Award, American Marketing Association

  • 2007 - Shirley M. Lee Research Award, Shidler College of Business

  • 2005 - CBA Distinguished Research Award

Professional Background

University of Hawaii at Manoa, Shidler College of Business, Honolulu, Hawai‘i

Since 2015, Associate Dean for Academic Affairs

Since 2014, Interim Associate Dean for Academic Affairs

2006-2014, Chair, Department of Marketing

Since 2013, Jean E. Rolles Distinguished Professor

2007-2013, Shidler College Distinguished Professor

Since 2010, Professor of Marketing

2006-2009, Associate Professor of Marketing

2001-2005, Assistant Professor of Marketing 

Additional Information

RESEARCH IMPACT  (4000+ Google Scholar Citation)

1st Most Cited Marketing Paper across all top 20 Marketing Journals in the past 4 years (www.marketingscience.org, Spring 2014)

9th Key Influencer in the field of Internet advertising research (Journal of Advertising, Spring 2008)

2nd Most Cited Contributor in Internet-related Research in advertising journals. (Journal of Advertising, Fall 2006)

9th Most Cited Contributor in Internet-related Research in all leading journals in marketing, advertising and communication combined among 1,045 scholars. (Journal of Advertising, Fall 2006)


qimei's picture
University of Hawai‘i at Mānoa
Shidler College of Business
2404 Maile Way



Contact Info

(808) 956-8377
(808) 956-9640