Qimei Chen

Qimei Chen
  • Harold and Sandy Noborikawa Chair of Entrepreneurship, Marketing, and Information Technology
  • Professor of Marketing
  • Senior Associate Dean for Academic Affairs


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(808) 956-8377

Academic Background

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

Research Interests

  • Consumer Empowerment
  • Innovation/Knowledge

Selected Publications

"Navigating Relationship Norms: An Exploration of How Content Strategies Improve Brand Valuation Over Time," Journal of Advertising, forthcoming, [with Yi He, Miao Hu, and Jaisang Kim] 

"The Mind-Set to Share: An Exploration of Antecedents of Narrowcasting Versus Broadcasting in Digital Advertising," Journal of Advertising, 2017, [with Ilyoung Ju, Yi He, Wei He, Bin Shen, and Sela Sar] 

"Consumers' Role Performance and Brand Identification: Evidence from a Survey and a Longitudinal Field Experiment," Journal of Interactive Marketing, 2017, (lead article) [with Yi He, Ruby Lee, Yonggui Wang and Attila Pohlmann] 

“Time Will Tell: Managing Post-Purchase Changes in Brand Attitude,” Journal of the Academy of Marketing Science, 2016, [with Yi He and Dana Alden] 

“Siding with the underdog: is your customer voting effort a sweet deal for your competitors?” Marketing Letters, 2016, [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]

“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]

Awards & Honors

  • 2017 - Distance Learning--EMBA Professor of the Spring 2017 Semester 
  • 2016 - Shirley M. Lee Research Award, Shidler College of Business
  • 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

  • 2003 - MSI (Marketing Science Institute) Research Award
  • 2001 - Joseph M. Juran Fellowship Award, Joseph M. Juran Center for Leadership in Quality
  • 2000 - Distinguished Service Award, Management of Information Science Research Center, Carlson School of Management, University of Minnesota

Professional Background 

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

Since 2015, Associate Dean for Academic Affairs

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  (10000+ Google Scholar Citation)

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

#1 Most Cited Article in the Journal of Consumer Research (since September 2020)

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)