Chu Rongwei
Associate Professor/Vice Department Chair
Marketing
Journal Papers
| 1. | Lingfang(Ivy) Li, Yuting Wu, Xun Zhu, Rongwei Chu, and Iris W. Hung. 2024. Job changing frequency and experimental decisions: A field study of migrant workers in the manufacturing industry. China Economic Review 85 1-21.  |
| 2. | Bill Ming Gao, Matthew Tingchi Liu, and Rongwei Chu. 2023. Information disclosing willingness in mobile internet contexts. Asia Pacific Journal of Marketing and Logistics 35(1) 108-129. |
| 3. | Feifan Yang, Rongwei Chu, Yahua Cai, and Zhijun Chen. 2022. Breadwinning: Migrant workers' family motivation in facing life-threatening events and its performance implications. Journal of Business Research 150 491-502. |
| 4. | Yimin Huang , Junjun Cheng, and Rongwei Chu. 2020. Resilience and well-being production among vulnerable consumers facing systematic constraints. The Journal of Consumer Affairs 54(4) 1328-1354. |
| 5. | Yimin Huang, Rongwei Chu, and Junjun Cheng. 2019. Exploring life satisfaction among subsistence migrant consumers: A case in China. Journal of Public Policy & Marketing 38(1) 96-109. |
| 6. | Rongwei Chu, Jie G. Fowler, James W. Gentry, and Xin Zhao. 2018. Marketing to liminal consumers: Migrant workers as an emerging segment in transitional economies. Journal of Macromarketing 38(4) 441-458. |
| 7. | James M. Leonhardt and Rongwei Chu. 2017. Online banking adoption at the bottom of the pyramid: A survey of Chinese migrant workers. International Journal of Emerging Markets 12(4) 742-752. |
| 8. | Jie G. Fowler, Rongwei Chu, James W. Gentry, and Himadri Roy Chaudhuri. 2016. Vulnerability or masculinity: Examining “Aesthetic Labor” from male fashion models’ perspective. Journal of Global Fashion Marketing 7(4) 252–265. |
| 9. | Rongwei Chu, James M. Leonhardt, and Matthew Tingchi Liu. 2015. Chinese migrant workers’ adoption of urban consumer habits. Marketing Letters 26(1) 57-66. |
| 10. | Rongwei Chu, Matthew Liu, and Guicheng James Shi. 2015. How rural-urban identification influences consumption patterns? Evidence from Chinese migrant workers. Asia Pacific Journal of Marketing and Logistics 27(1) 40-60. |
| 11. | Matthew Tingchi Liu, Ipkin Anthony Wong, Chu Rongwei, and Ting-Hsiang Tseng. 2014. Do perceived CSR initiatives enhance customer preference and loyalty in Casinos?. International Journal of Contemporary Hospitality Management 26(7) 1024-1045. |
| 12. | Rongwei Chu and Henry Chiu Hail. 2014. Winding road toward the Chinese dream: The u-shaped relationship between income and life satisfaction among Chinese migrant workers. Social Indicators Research 118(1) 235-246. |
| 13. | Matthew Liu, IpKin Anthony Wong, Rongwei Chu, Guicheng James Shi, James L. Brock, and Ting-Hsiang Tseng. 2014. Can a socially responsible casino better retain its management staff? From an internal customer perspective. Asia Pacific Journal of Marketing and Logistics 26(4) 520-539. |
| 14. | Matthew Tingchi Liu, Ipkin Anthony Wong, Guicheng Shi, Rongwei Chu, and James L. Brock. 2014. The impact of corporate social responsibility (CSR) performance and perceived brand quality on customer-based brand preference. Journal of Services Marketing 28(3) 181-194. |
| 15. | Matthew Tingchi Liu, James L. Brock, Ramendra Singh, Rongwei Chu, and Joseph Sy-Changco. 2012. What drives Indian consumer credit card loyalty? The perspective of involvement in reward programs. The International Review of Retail, Distribution and Consumer Research 22(4) 365-383. |
| 16. | Matthew Tingchi Liu, James L. Brock, Chengshi Gui, Rongwei Chu, and Ting-Hsiang Tseng. 2012. Perceived benefits, perceived risk, and trust: Influences on consumers' group buying behaviour. Asia Pacific Journal of Marketing and Logistics 25(2) 225-248. |
| 17. | Matthew Tingchi Liu, Rongwei Chu, IpKin Anthony Wong, Miguel Angel Zúñiga, Yan Meng, and Chuan Pang. 2012. Exploring the relationship among affective loyalty, perceived benefits, attitude, and intention to use co-branded products. Asia Pacific Journal of Marketing and Logistics 24(4) 561-582. |
| 18. | Marshall S. Jiang, Rongwei Chu, and Yigang Pan. 2011. Anticipated duration of international joint ventures: A transaction cost perspective. Journal of International Management 17(2) 175-183. |
| 19. | Qingyun Jiang, Rongwei Chu, and Xiongwen Lu. 2021. Chinese marketing: how to move from the realm of necessity to the realm of freedom. Journal of Marketing Science 1(1) 43-58. (in Chinese) |
| 20. | Rongwei Chu, Yihan Xiong, and Yi Zou. 2014. The determinant factors of migrant workers' social identity: An empirical study in Shanghai. Chinese Journal of Sociology 34(4) 25-47. (in Chinese) |
| 21. | Ma, Weijie and Rongwei Chu. 2013. Investigation report on migrant workers’ happiness of Shanghai Hongkou District. Labour Union Studies (1) 38-41. (in Chinese) |
| 22. | Chu, Rongwei, Zhiguo Xiao, and Xiaodong Zhang. 2012. Concept of urban integration of Chinese migrant workers and its effect on perceived relationship: A survey in Shanghai. Journal of Public Management 9(1) 44-51,124. (in Chinese) |
| 23. | Chu, Rongwei and Xiaodong Zhang. 2011. Interpretation of the consumption market of Chinese migrant workers: The wealth at the bottom of the pyramid. Economic Theory and Business Management (7) 34-46. (in Chinese) |
| 24. | Zhu, Ling, Xiongwen Lu, and Rongwei Chu. 2006. The influences of consumers' personal characteristics and influence of consumer characteristics and ethnocentric tendency on brand origin recognition accuracy: An empirical study on urban Chinese consumers. Journal of Marketing Science 2(4) 8-21. (in Chinese) |
| 25. | Cao, Zhenhua, Rongwei Chu, and Xiongwen Lu. 2006. An empirical research of factors influencing transactional trust under online environment: An empirical research from Taiwan. Nankai Business Review 9(4) 91-95. (in Chinese) |
| 26. | Yigang Pan, Xiongwen Lu, and Rongwei Chu. 2005. Building world-class brand: 8R model. Nankai Business Review 8(5) 35-38,47. (in Chinese) |
| 27. | Chu, Rongwei. 2004. The relationship between conjectural variations in quantities and conjectural variations in prices in oligopoly market. Chinese Journal of Management Science 12(4) 20-23. (in Chinese) |
Chapters in Books
Jie G. Fowler, James Gentry, and Rongwei Chu. 2022. Catalytic institutions and community resilience: Covid-19, obstacles, and adaptive mechanisms in Wuhan, China. In Clifford J. Shultz, II, Don R. Rahtz, and M. Joseph Sirgy (Eds.), Community, Economy and Covid-19. Community Quality-of-Life and Well-Being. Springer, Cham., pp.119–135
Jie G. Fowler, Rongwei Chu, and Aubrey R. Fowler. 2020. Within Country Migration, Marketization, and Liquid Identity. In Himadri Roy Chaudhuri and Russell W.Belk (Eds.), Marketization: Theory and Evidence from Emerging Economies. Springer Nature Singapore Pte Ltd., pp.221-234
Translated Works
Rongwei Chu and Yanbing Min, The Customer-base Audit: The First Step on the Journey to Customer Centricity,上海,Truth & Wisdom Press,2025.01 (in Chinese)
Rongwei Chu and Yanbing Min, How to Build Brands by Fulfilling the Consumer Quest for Meaning,Hangzhou,Zhejiang Science and Technology Publishing House,2024.12 (in Chinese)
Yanbing Min, Rongwei Chu, and Qi Zhang, Future Ready: The Four Pathways to Capturing Digital Value,Beijing,China Machine Press,2024.07 (in Chinese)
Rongwei Chu and Yanbing Min, For Blood and Money: Billionaires, Biotech, and the Quest for a Blockbuster Drug,北京,Science and Technology of China Press,2024.06 (in Chinese)
Rongwei Chu and Yanbing Min, Building Better Organizations: How to Fuel Growth and Lead in a Digital Era,Beijing,Posts & Telecom Press,2024.01 (in Chinese)
Rongwei Chu and Yanbing Min, The Unicorn’s Shadow,Beijing,Science and Technology of China Press,2023.09 (in Chinese)
Rongwei Chu and Yanbing Min, Deliberate Calm : How to Learn andLead in a Volatile World,Beijing,CITIC Press,2023.07 (in Chinese)
Rongwei Chu and Yanbing Min, The AI Marketing Canvas: A Five-Stage Road Map to Implementing Artificial Intelligence in Marketing,Beijing,Science and Technology of China Press,2023.04 (in Chinese)
Research Projects
2024.06—2025.05, Principal Investigator, 市级医院专科联盟组织体系建设和建设成果的评价, 上海申康医院发展中心
2020.08—2021.12, Principal Investigator, Research on Improving Financial Wellbeing among Chinese Migrant Workers, Duke Kunshan University
2019.09—2022.12, Principal Investigator, Research on the Pro-Poor Innovation Adoption Model and Improvement Policy for the New Generation of Migrant Workers, Shanghai Planning Office of Philosophy and Social Science
2019.08—2020.02, Principal Investigator, Job Behavior of New Citizens under Urbanization in China, Suzhou Citizen Management Consulting Company Limited.,
2017.12—2018.03, Principal Investigator, Strategic Planning for Shanghai Caiguanjia E-commerce Co.,Ltd, Shanghai Caiguanjia E-commerce Co.,Ltd
2017.12—2018.01, Principal Investigator, Huadu Commercial Strategic Planning Project, Shanghai NGS Huadu Commercial(Group)Co.,Ltd
2017.06—2018.01, Principal Investigator, Research on the Administrative Deployment for Internet Financial Consumer Protection, Shanghai Financial Dispute Mediation Center
2015.10—2017.12, Principal Investigator, Consumer Decision Making among Chinese Rural-urban Migrants: the Perspective of Deprivation, Outstanding Scholar Plan of Fudan University
2015.07—2016.05, Co-PI, A Study on the Marketing Strategy for Business and Individual Customers of China Eastern Airlines Co. Ltd., China Eastern Airlines Co. Ltd.
2015.01—2017.12, Principal Investigator, Mechanism of Materialism Formation among the New Generation Migrant Workers: the Perspective of Acculturation and Self-Determination, Innovation Program of Shanghai Municipal Education Commission
2014.05—2014.12, Principal Investigator, A Study of Parameters of Effect from Distributed Generation and Interaction Electric Transmission Price System, China East Electric Experiment Research Company Limited
2013.06—2016.06, Principal Investigator, Quality of Life among Rural-urban Migrants: Theory Development and Measurement Method, National Social Science Foundation of China
Journal Papers
| 1. | Lingfang(Ivy) Li, Yuting Wu, Xun Zhu, Rongwei Chu, and Iris W. Hung. 2024. Job changing frequency and experimental decisions: A field study of migrant workers in the manufacturing industry. China Economic Review 85 1-21. |
| 2. | Bill Ming Gao, Matthew Tingchi Liu, and Rongwei Chu. 2023. Information disclosing willingness in mobile internet contexts. Asia Pacific Journal of Marketing and Logistics 35(1) 108-129. |
| 3. | Feifan Yang, Rongwei Chu, Yahua Cai, and Zhijun Chen. 2022. Breadwinning: Migrant workers' family motivation in facing life-threatening events and its performance implications. Journal of Business Research 150 491-502. |
| 4. | Yimin Huang , Junjun Cheng, and Rongwei Chu. 2020. Resilience and well-being production among vulnerable consumers facing systematic constraints. The Journal of Consumer Affairs 54(4) 1328-1354. |
| 5. | Yimin Huang, Rongwei Chu, and Junjun Cheng. 2019. Exploring life satisfaction among subsistence migrant consumers: A case in China. Journal of Public Policy & Marketing 38(1) 96-109. |
| 6. | Rongwei Chu, Jie G. Fowler, James W. Gentry, and Xin Zhao. 2018. Marketing to liminal consumers: Migrant workers as an emerging segment in transitional economies. Journal of Macromarketing 38(4) 441-458. |
| 7. | James M. Leonhardt and Rongwei Chu. 2017. Online banking adoption at the bottom of the pyramid: A survey of Chinese migrant workers. International Journal of Emerging Markets 12(4) 742-752. |
| 8. | Jie G. Fowler, Rongwei Chu, James W. Gentry, and Himadri Roy Chaudhuri. 2016. Vulnerability or masculinity: Examining “Aesthetic Labor” from male fashion models’ perspective. Journal of Global Fashion Marketing 7(4) 252–265. |
| 9. | Rongwei Chu, James M. Leonhardt, and Matthew Tingchi Liu. 2015. Chinese migrant workers’ adoption of urban consumer habits. Marketing Letters 26(1) 57-66. |
| 10. | Rongwei Chu, Matthew Liu, and Guicheng James Shi. 2015. How rural-urban identification influences consumption patterns? Evidence from Chinese migrant workers. Asia Pacific Journal of Marketing and Logistics 27(1) 40-60. |
| 11. | Matthew Tingchi Liu, Ipkin Anthony Wong, Chu Rongwei, and Ting-Hsiang Tseng. 2014. Do perceived CSR initiatives enhance customer preference and loyalty in Casinos?. International Journal of Contemporary Hospitality Management 26(7) 1024-1045. |
| 12. | Rongwei Chu and Henry Chiu Hail. 2014. Winding road toward the Chinese dream: The u-shaped relationship between income and life satisfaction among Chinese migrant workers. Social Indicators Research 118(1) 235-246. |
| 13. | Matthew Liu, IpKin Anthony Wong, Rongwei Chu, Guicheng James Shi, James L. Brock, and Ting-Hsiang Tseng. 2014. Can a socially responsible casino better retain its management staff? From an internal customer perspective. Asia Pacific Journal of Marketing and Logistics 26(4) 520-539. |
| 14. | Matthew Tingchi Liu, Ipkin Anthony Wong, Guicheng Shi, Rongwei Chu, and James L. Brock. 2014. The impact of corporate social responsibility (CSR) performance and perceived brand quality on customer-based brand preference. Journal of Services Marketing 28(3) 181-194. |
| 15. | Matthew Tingchi Liu, James L. Brock, Ramendra Singh, Rongwei Chu, and Joseph Sy-Changco. 2012. What drives Indian consumer credit card loyalty? The perspective of involvement in reward programs. The International Review of Retail, Distribution and Consumer Research 22(4) 365-383. |
| 16. | Matthew Tingchi Liu, James L. Brock, Chengshi Gui, Rongwei Chu, and Ting-Hsiang Tseng. 2012. Perceived benefits, perceived risk, and trust: Influences on consumers' group buying behaviour. Asia Pacific Journal of Marketing and Logistics 25(2) 225-248. |
| 17. | Matthew Tingchi Liu, Rongwei Chu, IpKin Anthony Wong, Miguel Angel Zúñiga, Yan Meng, and Chuan Pang. 2012. Exploring the relationship among affective loyalty, perceived benefits, attitude, and intention to use co-branded products. Asia Pacific Journal of Marketing and Logistics 24(4) 561-582. |
| 18. | Marshall S. Jiang, Rongwei Chu, and Yigang Pan. 2011. Anticipated duration of international joint ventures: A transaction cost perspective. Journal of International Management 17(2) 175-183. |
| 19. | Qingyun Jiang, Rongwei Chu, and Xiongwen Lu. 2021. Chinese marketing: how to move from the realm of necessity to the realm of freedom. Journal of Marketing Science 1(1) 43-58. (in Chinese) |
| 20. | Rongwei Chu, Yihan Xiong, and Yi Zou. 2014. The determinant factors of migrant workers' social identity: An empirical study in Shanghai. Chinese Journal of Sociology 34(4) 25-47. (in Chinese) |
| 21. | Ma, Weijie and Rongwei Chu. 2013. Investigation report on migrant workers’ happiness of Shanghai Hongkou District. Labour Union Studies (1) 38-41. (in Chinese) |
| 22. | Chu, Rongwei, Zhiguo Xiao, and Xiaodong Zhang. 2012. Concept of urban integration of Chinese migrant workers and its effect on perceived relationship: A survey in Shanghai. Journal of Public Management 9(1) 44-51,124. (in Chinese) |
| 23. | Chu, Rongwei and Xiaodong Zhang. 2011. Interpretation of the consumption market of Chinese migrant workers: The wealth at the bottom of the pyramid. Economic Theory and Business Management (7) 34-46. (in Chinese) |
| 24. | Zhu, Ling, Xiongwen Lu, and Rongwei Chu. 2006. The influences of consumers' personal characteristics and influence of consumer characteristics and ethnocentric tendency on brand origin recognition accuracy: An empirical study on urban Chinese consumers. Journal of Marketing Science 2(4) 8-21. (in Chinese) |
| 25. | Cao, Zhenhua, Rongwei Chu, and Xiongwen Lu. 2006. An empirical research of factors influencing transactional trust under online environment: An empirical research from Taiwan. Nankai Business Review 9(4) 91-95. (in Chinese) |
| 26. | Yigang Pan, Xiongwen Lu, and Rongwei Chu. 2005. Building world-class brand: 8R model. Nankai Business Review 8(5) 35-38,47. (in Chinese) |
| 27. | Chu, Rongwei. 2004. The relationship between conjectural variations in quantities and conjectural variations in prices in oligopoly market. Chinese Journal of Management Science 12(4) 20-23. (in Chinese) |
Chapters in Books
Jie G. Fowler, James Gentry, and Rongwei Chu. 2022. Catalytic institutions and community resilience: Covid-19, obstacles, and adaptive mechanisms in Wuhan, China. In Clifford J. Shultz, II, Don R. Rahtz, and M. Joseph Sirgy (Eds.), Community, Economy and Covid-19. Community Quality-of-Life and Well-Being. Springer, Cham., pp.119–135
Jie G. Fowler, Rongwei Chu, and Aubrey R. Fowler. 2020. Within Country Migration, Marketization, and Liquid Identity. In Himadri Roy Chaudhuri and Russell W.Belk (Eds.), Marketization: Theory and Evidence from Emerging Economies. Springer Nature Singapore Pte Ltd., pp.221-234
Translated Works
Rongwei Chu and Yanbing Min, The Customer-base Audit: The First Step on the Journey to Customer Centricity,上海,Truth & Wisdom Press,2025.01 (in Chinese)
Rongwei Chu and Yanbing Min, How to Build Brands by Fulfilling the Consumer Quest for Meaning,Hangzhou,Zhejiang Science and Technology Publishing House,2024.12 (in Chinese)
Yanbing Min, Rongwei Chu, and Qi Zhang, Future Ready: The Four Pathways to Capturing Digital Value,Beijing,China Machine Press,2024.07 (in Chinese)
Rongwei Chu and Yanbing Min, For Blood and Money: Billionaires, Biotech, and the Quest for a Blockbuster Drug,北京,Science and Technology of China Press,2024.06 (in Chinese)
Rongwei Chu and Yanbing Min, Building Better Organizations: How to Fuel Growth and Lead in a Digital Era,Beijing,Posts & Telecom Press,2024.01 (in Chinese)
Rongwei Chu and Yanbing Min, The Unicorn’s Shadow,Beijing,Science and Technology of China Press,2023.09 (in Chinese)
Rongwei Chu and Yanbing Min, Deliberate Calm : How to Learn andLead in a Volatile World,Beijing,CITIC Press,2023.07 (in Chinese)
Rongwei Chu and Yanbing Min, The AI Marketing Canvas: A Five-Stage Road Map to Implementing Artificial Intelligence in Marketing,Beijing,Science and Technology of China Press,2023.04 (in Chinese)
Research Projects
2024.06—2025.05, Principal Investigator, 市级医院专科联盟组织体系建设和建设成果的评价, 上海申康医院发展中心
2020.08—2021.12, Principal Investigator, Research on Improving Financial Wellbeing among Chinese Migrant Workers, Duke Kunshan University
2019.09—2022.12, Principal Investigator, Research on the Pro-Poor Innovation Adoption Model and Improvement Policy for the New Generation of Migrant Workers, Shanghai Planning Office of Philosophy and Social Science
2019.08—2020.02, Principal Investigator, Job Behavior of New Citizens under Urbanization in China, Suzhou Citizen Management Consulting Company Limited.,
2017.12—2018.03, Principal Investigator, Strategic Planning for Shanghai Caiguanjia E-commerce Co.,Ltd, Shanghai Caiguanjia E-commerce Co.,Ltd
2017.12—2018.01, Principal Investigator, Huadu Commercial Strategic Planning Project, Shanghai NGS Huadu Commercial(Group)Co.,Ltd
2017.06—2018.01, Principal Investigator, Research on the Administrative Deployment for Internet Financial Consumer Protection, Shanghai Financial Dispute Mediation Center
2015.10—2017.12, Principal Investigator, Consumer Decision Making among Chinese Rural-urban Migrants: the Perspective of Deprivation, Outstanding Scholar Plan of Fudan University
2015.07—2016.05, Co-PI, A Study on the Marketing Strategy for Business and Individual Customers of China Eastern Airlines Co. Ltd., China Eastern Airlines Co. Ltd.
2015.01—2017.12, Principal Investigator, Mechanism of Materialism Formation among the New Generation Migrant Workers: the Perspective of Acculturation and Self-Determination, Innovation Program of Shanghai Municipal Education Commission
2014.05—2014.12, Principal Investigator, A Study of Parameters of Effect from Distributed Generation and Interaction Electric Transmission Price System, China East Electric Experiment Research Company Limited
2013.06—2016.06, Principal Investigator, Quality of Life among Rural-urban Migrants: Theory Development and Measurement Method, National Social Science Foundation of China
Academic Posts
2024.10—,Member of Editorial Review Board,Human Relations
2021.08—,Topic Editor,Frontiers in Communication, Frontiers in Psychology
2014.09—,Board Member,International Society of Markets and Development
Case
Rongwei Chu，Feiting Wu, BBK Electronics Corporation： How to transform their smart retail industry, , 2019
Rongwei Chu, ROBAM：Building High-end Brand, , 2019
Rongwei Chu，Feiting Wu, Mahua FunAge： A Commercial Leap from Spring Festival Stage Play to Comedy Movie, , 2018
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