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Zhe Zhang

Assistant Professor,  Department of Marketing

Zhe Zhang

Contact information

HEC Montréal
3000, chemin de la Côte-Sainte-Catherine
Montréal (Québec)
Canada H3T 2A7

Email : zhe.zhang@hec.ca
Phone : 514 340-6000 ext. 3582
Secretary: 514 340-6412
Fax : n/a
Office : 4.717

Other title(s)

  • Forthcoming


  • Ph. D. (Marketing), Bauer College of Business, University of Houston
  • Ph. D. (Chemistry), University of Vermont
  • B. E. (Chem. Engr), Jiangsu Ocean University


  • Integrated Marketing Communications (IMC) in social media and digital marketing
  • Consumer-brand relationship management in social media and digital marketing
  • Branding and brand naming strategies

Current research

  • Forthcoming

This publication selection covers the last five years.


Journal articles (4)

ZHANG, Zhe, PATRICK, Vanessa M.; « Make Your Brand’s Nickname Work for You », Harvard Business Review Online, 2021.

LI, Shaobo, ZHANG, Zhe, LIU, Yue, NG, Sharon; « The closer I am, the safer I feel: The “distance proximity effect” of COVID-19 pandemic on individuals' risk assessment and irrational consumption », Psychology & Marketing, vol. 38, no 11, 2021, p. 2006-2018.

ZHANG, Zhe, PATRICK, Vanessa M.; « Mickey D’s Has More Street Cred Than McDonald’s: Consumer Brand Nickname Use Signals Information Authenticity », Journal of Marketing, vol. 85, no 5, 2021, p. 58-73.

ZHANG, Zhe, PATRICK, Vanessa M.; « Call Me Rollie! The Role of Brand Nicknames in Shaping Consumer-Brand Relationships », Journal of the Association for Consumer Research, vol. 3, no 2, 2018, p. 147-162.

This selection of supervision activities covers the last five years.

Winter 2022

Fall 2021

Winter 2021

Fall 2020

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