Jiaxun HeJiaxun He is Professor and Chair of the Business Administration Department at East China Normal University. Dr. He is the founder and director of the Center for Branding Science (CBS) established in 2007. He was honored with the title of Distinguishe Visiting Professor of Marketing at the University of North Carolina at Chapel Hill (2011-2012). Currently he serves as an area editor for the Journal of Marketing Science (Chinese). His research focuses on customer-based brand equity and brand relationships, cross-cultural consumer behavior, and branding in emerging markets. Dr. He has published more than 50 scholarly articles both in China and internationally. He is also a columnist who writes a monthly column on strategic brand management for China Management Magazine . Read More Read Less