About
Dr. Chang is an Associate Professor of Marketing at the Charlton College of Business, University of Massachusetts Dartmouth. He has taught internationally across continents, including a decade in Canada at both undergraduate and graduate levels and years in the United Kingdom at the undergraduate level. He also has several years of industry experience with multinational companies from earlier in his career.
His research specializes in consumer behavior in branding and consists of one major and two supporting research streams. The primary stream examines factors that moderate the feedback effects of brand extensions on entitative brands. The second and third streams explore advertising message effectiveness and cross-cultural differences in consumer perception, respectively.
He has authored 60 refereed publications, including articles in academic journals and peer-reviewed conference proceedings. The large majority of his publications are solo-authored, with the remainder being first-authored. His recent journal publications appear in high-quality outlets, including Journal of Product and Brand Management (solo), Journal of Marketing Theory and Practice (first), and Marketing Intelligence and Planning (solo).