梁劍平，男，博士，中山大學管理學院副教授、博士生導師，現任中山大學管理學院陳瑞球亞太案例開發與研究中心主任及項目負責人，中山大學“百人計畫”引進人才，獲加拿大毅偉（Ivey）商學院工商管理博士學位。曾於美國哈佛商學院（HBS）、密西根大學羅斯（Ross）商學院、百森（Babson）商學院等世界著名高校學習訪問。“瞭望智庫專家庫”（國家級線上智庫平台）的首批入駐專家。
研究領域包括認知與情緒、社會促進行為、品牌管理、創新產品擴散、文化影響研究等。在國內外頂級及知名學術期刊上發表多篇文章，包括Journal of Consumer Psychology (SSCI, FT50, Q1)、Internet Research (SSCI, Q1)、Journal of Consumer Behaviour (SSCI)、Journal of Product & Brand Management (SSCI, Q2)、南開管理評論、Journal of Comparative International Management、Rutgers Business Review等，所著案例被哈佛商學院與毅偉商學院兩大國際頂級案例庫收錄及全球發行。現擔任International Journal of Inventory Research客座主編（Guest Editor, Case Studies)。已編著出版案例書籍1本（經濟科學出版社），作為副主編出版案例書籍1本（中山大學出版社）。
主持兩項國家自然科學基金項目（一項在研，一項結題優秀），一項國家自然科學基金重點項目子課題負責人，並參與國家自然科學基金青年項目和面上項目共12項，以及多項中國及加拿大的國家級、省部級、校級和企業委託研究項目。
基本介紹
- 中文名：梁劍平
- 畢業院校：加拿大西安大略大學
- 學位/學歷：博士
- 專業方向：市場學
- 任職院校：中山大學
研究領域,人物經歷,教育背景,職業經歷,海外經歷,教授課程,學術成果,科研基金,會議演講,學術服務,出版物,獲獎榮譽,
研究領域
認知與情緒、社會促進行為、品牌管理、創新產品擴散、文化影響研究等
人物經歷
教育背景
2005.09-2009.07，加拿大西安大略大學理察-毅偉商學院(Ivey Business School)，市場學博士
2001.09-2003.09，加拿大圭爾夫大學 (University of Guelph)，消費者研究理學碩士
1997.09-2001.06，中國中山大學，市場學學士
職業經歷
2019 --, International Journal of Inventory Research客座主編（Guest Editor, Case Studies)
2018--，陳瑞球亞太案例開發與研究中心項目負責人及中心主任（Principle Investigator and Director, CHAN Sui-Kau Asian-Pacific Case Development and Research Center)
2017.06--，“瞭望智庫專家庫”（國家級線上智庫平台）的首批入駐專家
2016.06-，中山大學管理學院，副教授
2013--2017，陳瑞球亞太案例開發與研究中心項目負責人及中心副主任（Principle Investigator and Deputy Director, CHAN Sui-Kau Asian-Pacific Case Development and Research Center)
2017.09--，中國管理現代化研究會管理案例研究專業委員會委員
2017.04 -- ，中山大學管理學院工會委員
2016.02--，中國管理現代化研究會行銷專業委員會常務理事
2016.06-- , 中國高校市場學研究會博士生工作指導委員會首屆委員
2016.12--，中國全國高校評標專家
2015.07-2019.07, 中國高校市場學研究會第十屆理事
2015-2016，美國哈佛商學院（Harvard Business School）GLOCOLL， United States
2013, 美國百森學院 （Babson College） TETA II, United States
2012年，美國密西根大學 (University of Michigan Ann Arbor) 羅斯商學院 (Ross Business School) 訪問學者(Visiting Scholar)
2009-2016，中山大學市場學系，助理教授（中山大學百人計畫）
2011-2013，中山大學管理學院2011級本科生班主任
2008-2009，加拿大西安大略大學，市場學講師
海外經歷
2005-2009, Research Assistant, Richard Ivey School of Business, UWO, Canada
2005-2007, Teaching Assistant, Richard Ivey School of Business, UWO, Canada
2006-2008, Director of Participant Pool Development, JDM Research Lab, Richard Ivey School of Business, UWO, Canada,
2007-2008, PhD Students’ Association Executive, Ivey Business School, UWO
2003-2005, Marketing Administrator and Pricing Specialist, Vita-Tech Canada (now IDEXX Laboratories, NASDAQ: IDXX), Markham, Canada
2002, Research Assistant, Department of Consumer Studies, University of Guelph
2001-2003, Teaching Assistant, Department of Consumer Studies, University of Guelph
教授課程
市場行銷、消費者行為
學術成果
科研基金
27. 2017.1.1-2020.12.31 中國國家自然科學基金面上項目，項目主持人，“探索鼓舞在市場行銷領域的產生、構成及效應機制” (National Natural Science Foundation of China Research Grant, RMB￥480,000.) (I am the principle investigator)
26. 2012.1.1-2014.12.31 中國國家自然科學基金青年科學基金項目，項目主持人，“"教育一個學生，影響一個家庭，輻射整個社會" - “向上”的代際影響對創新產品擴散理論的延伸和修正” (National Natural Science Foundation of China Research Grant for Young Researchers, RMB￥220,000.) (I am the principle investigator)（已結題；後評估：優）
25. 2019.1.1-2023.12.31 中國國家自然科學基金重點項目，子課題主持人，“經濟轉型與國際化背景下品牌建設的理論創新研究”(Key Project of National Natural Science Foundation of China Research Grant, RMB￥2,150,000, PI: Haizhong Wang, I am a co-investigator.)
24. 2017.1.1-2020.12.31 中國國家自然科學基金面上項目，項目主要參與人，“線上品牌社群融入行為的動因與作用機制研究：共創價值理論的視角” (National Natural Science Foundation of China Research Grant, RMB￥480,000, PI: Yimin Zhu, I am a co-investigator.)
23. 2016.1.1-2019.12.31中國國家自然科學基金面上項目，項目主要參與人，“它在對我笑嗎？動機和情緒雙視角下的品牌擬人化、擬人方向及其效應研究” (National Natural Science Foundation of China Research Grant, RMB￥475,000, PI: Zengxiang Chen, I am a co-investigator.)
22. 2016.1.1-2019.12.31中國國家自然科學基金面上項目，項目主要參與人，“生態消費中道德衝突的形成及化解機制研究”(National Natural Science Foundation of China Research Grant, RMB￥460,000, PI: Zhuomin Shi, I am a co-investigator.)
21. 2016.1.1-2019.12.31 中國國家自然科學基金面上項目，項目主要參與人，“基於時間導向的社會排斥對友好性消費的影響”(National Natural Science Foundation of China Research Grant, RMB￥450,000, PI: Haizhong Wang, I am a co-investigator.)
20. 2016.1.1-2018.12.31 中國國家自然科學基金青年項目, 項目主要參與人，“正宗品牌的消費者感知、影響因素及其市場認同探究：基於合理性理論視角”(National Natural Science Foundation of China Research Grant for Young Researchers, RMB￥190,000, PI: Chen Yang, I am a co-investigator.)
19. 2014.1.1-2016.12.31 中國國家自然科學基金青年項目, 項目主要參與人，“心理契約破壞、品牌認同威脅對顧客品牌決策的影響” (National Natural Science Foundation of China Research Grant, RMB￥210,000, PI: Hongyan Liu, I am a co-investigator.)
18. 2013.1.1-2016.12.31 中國國家自然科學基金面上項目, 項目主要參與人，“要素品牌資產雙層模型建構及內部關係實證：基於B2B2C價值鏈的視角” (National Natural Science Foundation of China Research Grant, RMB￥530,000, PI: He Yun, I am a co-investigator.)
17. 2013.1.1-2015.12.31 中國國家自然科學基金青年科學基金項目, 項目主要參與人，“CSR活動中的公司偽善：概念及量表開發” (National Natural Science Foundation of China Research Grant for Young Researchers, RMB￥205,000, PI: Wang Jingyi, I am a co-investigator.)
16. 2013.1.1-2015.12.31 中國國家自然科學基金青年科學基金項目, 項目主要參與人，“扭轉青年非理性購買國外品牌的重要途徑：基於青年品牌原產國效應的社會塑造機制” (National Natural Science Foundation of China Research Grant for Young Researchers, RMB￥200,000, PI: Bing Shi, I am a co-investigator.)
15. 2012 Social Sciences and Humanities Research Council of Canada (SSHRC) Standard Grant (CAD$30,447). 項目主要參與人，“A Multi-country Study of Social Networks”. (Principle Investigator: Arjun Bhardwaj. I am a co-investigator.)
14. 2012.1.1-2015.12.31 中國國家自然科學基金面上項目，項目主要參與人，“品牌原產國刻板印象反轉機制研究——基於刻板表征理論中的亞分組和去個性化模式” (National Natural Science Foundation of China Research Grant, RMB￥430,000) (Principle investigator: Haizhong Wang/王海忠)
13. 2012.1.1-2015.12.31 中國國家自然科學基金面上項目，項目主要參與人，“基於共創價值的互動導向、顧客行為與企業績效關係的實證研究” (National Natural Science Foundation of China Research Grant, RMB￥380,000) (Principle investigator: Hongyan Yu/於洪彥)
12. 2012.1.1-2014.12.31 中國國家自然科學基金青年科學基金項目，項目主要參與人，“食品安全事件對公眾食品消費決策的影響研究：基於恐怖管理的視角” (National Natural Science Foundation of China Research Grant for Young Researchers, RMB￥185,000) (Principle investigator: Xue Ke/柯學)
11. 2011 National “985 Project” Young Faculty Research Grant (I am the principle investigator)
10. 2011.10. Research on Brand Building of Business School, (Principle investigator: Haizhong Wang. I am a research team member.)
9. 2010 China Aoyuan Property Group Limited (HKEx Stock Code: 3883) Research Project (I am the principle investigator.)
8. 2010 Course Development Excellence Grant for Course “Social Marketing”, Sun Yat-sen University (Principle Investigator: Yanfeng Zhou. I am a co-investigator.)
7. 2010-2012 National “985 Project” Research and Start-up Grant (#14000-3181301), “Consumer Judgment and Decision Making in Online and Offline Environment” (I am the principle investigator.)
6. 2010–2012 Sun Yat-sen School of Business Research and Start-up Grant (#14000-1132012), “Cross-Cultural Investigation of Consumer Judgment and Decision Making” (I am the principle investigator.)
5. 2010-2011 China Southern Airline Co., Ltd (SSE: 600029, SEHK: 1055, NYSE: ZNH) Research Project (Principle Investigator: Zhuomin Shi. I am a co-investigator.)
4. 2009 Philosophical and Social Science Key Project of Ministry of Education of China (RMB￥600,000) (#08JZD0019), “Strategic Development of Well-known International Brands in Chinese Firms” (Principle Investigator: Haizhong Wang. I was involved in related research as a coauthor.)
3. 2008 Social Sciences and Humanities Research Council of Canada (SSHRC) Grant (#411-98-0393) (Principle Investigator: Paul Beamish. I was involved in related research as a coauthor and presented a paper at the Administrative Sciences Association of Canada Conference.).
2. 2005-2009 Social Sciences and Humanities Research Council of Canada (SSHRC) Standard Grant (CAD$76,130). “Modifying habits: New product adoptions in markets with established patterns of consumption.” (Principle Investigator: Kyle B. Murray. I was involved as an Assistant Researcher).
1. 2004-2007 Social Sciences and Humanities Research Council of Canada (SSHRC) ($76,800). “Similarity, Predictive Accuracy, and Assumed Similarity: Analyzing Dyads in Marketing and Consumer Research,” (Principal Investigator: June Cotte. Proposal ranked 10th of 137 submitted. I was involved in related research.)
會議演講
17. Liang, Jianping and Chen Yang (2015), “An Eye Tracking Study of Product Form and Function Preferences: Actual and Lay Theories of Gender Differences,” Proceedings of the 2015 International Conference of Asian Marketing Associations, Tokyo, Japan.
16. Liang, Jianping and Chen Yang (2014), “An Eye Tracking Study of Actual and Lay Theories of Gender Differences in Form and Function Trade-off,” Americus Reed and Mark Forehand (eds.), Society of Consumer Psychology Annual Conference, 2014.
15. Liang, Jianping, Zengxiang Chen, and Jill Jing Lei (2014), “Inspire Me to Donate: The Use of Mixed Emotions in Public Service Announcements,” AMA 2013 Summer Marketing Educators' Conference, Gary K. Hunter and Tom Steenburg, Conference Co-Chairs.
14. Liang, Jianping, Hongyan Jiang and June Cotte (2013), “Innovation for Your Parents? The Impact of Lay Theories of Innovativeness on Upward Intergenerational Influences,” 2013 Australian & New Zealand Marketing Academy Conference (ANZMAC).
13. Liang, Jianping, Hongyan Jiang and June Cotte (2013), “Upward Intergenerational Influences on Parents’ Innovativeness and Innovative Behavior in Single-Child and Non-Single-Child Families,” 2013 Australian & New Zealand Marketing Academy Conference (ANZMAC).
12. Liang, Jianping, Zengxiang Chen, Haizhong Wang, and Kyle B. Murray (2010), Is There a Universal Positivity Effect? A Cross-Cultural Perspective, China India Consumer Insights Conference, Yale School of Management at Yale University and the School of Economics and Management at Tsinghua University, Beijing, China
11. Murray Kyle B., Robert J. Fisher, and Jianping Liang (2009), The Negative Effects of Irrelevant Retail Changes on Online Shopping Choices, presented at the 18th Annual Frontiers in Service Conference, University of Hawaii at Mānoa, Honolulu, Hawaii, USA.
10. Liang, Jianping (2009), Graduate Studies – Experience and Suggestion, presented at the Opening Ceremony of the Graduate Programs, School of Business, Sun Yat-sen University, China
9. Murray Kyle B., Kersi Antia and Jianping Liang (2008), "Practice, Perceived Quality, and Consumer Choice: The Impact of Service Failures during Online Shopping,presented at the INFORMS Marketing Science Conference, University of British Columbia, Vancouver, BC, Canada
8. Liang, Jianping and Paul Beamish (2008), "Characteristics and Performance of Japanese Foreign Direct Investment in Retail Trade," presented at the Administrative Sciences Association of Canada Conference, Dalhousie University, Halifax, Nova Scotia, Canada
7. Liang, Jianping and Kyle B. Murray (2008), “Form and Function in the Adoption of New Products,” presented at the 4th Southern Ontario Behavioral Decision Research (SOBDR) Conference, Wilfrid Laurier University, Waterloo, Ontario, Canada
6. Murray Kyle B., Kersi Antia and Jianping Liang (2007), "Practice, Perceived Quality, and Consumer Choice," presented at the 8th Annual World Congress on the Management of e-Business, Toronto, ON, Canada
5. Murray Kyle B., Kersi Antia and Jianping Liang (2007), "Practice, Perceived Quality, and Consumer Choice," presented at the 3rd annual Southern Ontario Behavioural Decision Research (SOBDR) Conference, Ivey Business School, London, ON, Canada
4. Murray Kyle B., Kersi Antia and Jianping Liang (2006), "Practice: The Construction of Quality Perceptions and Choice Decisions," presented at the INFORMS Marketing Science Conference, University of Pittsburgh, Pittsburgh, PA, USA
3. Liang, Jianping (2006), "What Is Missing: A Review of Innovation Diffusion Research in Five Major Marketing Journals from 1985-2005," presented at the 3rd Sprott Doctoral Symposium, Sprott School of Business, Carleton University, Ottawa, ON, Canada
2. Liang, Jianping and Vinay Kanetkar (2003), “Image Effects in the Price Endings: An Empirical Study,” invited to present at the Department of Marketing and Consumer Studies, University of Guelph, ON, Canada
1. Liang, Jianping and Vinay Kanetkar (2003), “Price Endings: Magic or Math?” presented at the 16th Annual PriceX Conference, Chicago, IL, USA
學術服務
Reviewer: Journal of Consumer Research (Top marketing journal and SSCI journal), Journal of the Academy of Marketing Science (SSCI journal), Asian Case Research Journal (SSCI journal), Journal of Marketing Science (Top marketing journal in China), Association of Consumer Research (Top global association), Society of Consumer Psychology (Top global society), Administrative Sciences Association of Canada (Top national association), JMS Conference (top national conference)
Examiner: Undergraduate Thesis (supervisor and oral examiner), MBA Entrance Examination (oral exam), MBA Dissertation (oral exam), Master’s Program Entrance Examination (written and oral exams), Ph.D. Program Entrance Examination (written examiner), Sun Yat-sen University
External Faculty Member: Engaging Emerging Markets, Cross-Enterprise Research Centre, Richard Ivey School of Business, University of Western Ontario, Canada.
Research Faculty Member: China Brand Research Center (CBC), School of Business, Sun Yat-sen University, China
Member: Association of Consumer Research (Top global association), Society of Consumer Psychology (Top global society), INFORMS Society of Marketing Science (Top global society), Administrative Sciences Association of Canada (Top national association), American Marketing Association (Top global association)
Judge: The 7th Citigroup Forum of Financial Product Research Competition, 2010; the 8th Procter & Gamble Brand Building Competition, 2011
Coordinator: Academic Discipline Development Group, Department of Marketing, Sun Yat-sen Business School; 2011 Journal of Marketing Science Annual Conference
OTHER ACHIEVEMENTS
2011-2015 Who’s Who in the World (28th- 32nd Edition), United States of America
2010.11. Excellence Award (2nd place), the 6th Annual Faculty Chorus and Dancing Competition, Sun Yat-sen University
出版物
39. Liang, Jianping, Hongyan Jiang and June Cotte (2019), “ Upward intergenerational influences on parents' innovativeness and innovation adoption: A comparative study of single‐ and multiple‐child families,” Journal of Consumer Behaviour, Vol. 18, 350-359. (2018 SSCI Impact Factor: 1.58)
38. Liang, Jianping*, Hubert Pun, and Jing Chen (2018), “Yangtzekiang Garment Group Company：Challenges And Opportunities In Transformation,” Case and Teaching Note (案例及教學指引), Ivey Publishing (全球最二大案例庫-毅偉商學院案例庫收錄及發行), 9B18D001 (案例編號)/8B18D001(教學指引).
37. Liang, Jianping*, Zengxiang Chen, and Jing Lei (2017), “Inspirational Appeals Are More Effective: The Influence of Strength Emotions on Persuasion and Donation,” Rutgers Business Review, 2 (2), 212-216.
36. Liang, Jianping*, Hubert Pun, and Jing Chen (2017), “Paper Stone: Building A Bakery Industry Luxury Brand,” Case and Teaching Note (案例及教學指引), Ivey Publishing/Harvard Business Publishing (被全球兩大案例庫-哈佛商學院和毅偉商學院案例庫收錄及發行), 9B17M094/W17376 (案例編號).
35. Liang, Jianping*, Zengxiang Chen, and Jing Lei (2016), “Inspire Me to Donate: The Use of Strength Emotion in Donation Appeals,” Journal of Consumer Psychology, Volume 26, Issue 2, April, Pages 283–288. (*corresponding author) (A級刊物，Financial Times Ranking Top Journal《金融時報》 頂級刊物; 2016 SSCI Impact Factor: 3.385, 5年Impact Factor: 3.985； (Google Scholar Citation: 25 times)
34. Jiang, Hongyan, Jianping Liang*, Haizhong Wang, and Peizhen Sun (2016), “The Interplay of Emotions, Elaboration, and Ambivalence on Attitude–Behavior Consistency,” Journal of Consumer Behaviour, Vol. 15, Issue 2, 126-135. (*corresponding author) (2016 SSCI Impact Factor: 1.481) (Google Scholar Citation: 11 times)
33. Liang, Jianping*, Jing’an Tang, and Ben Liu (2015), “Characteristics and Performance of Foreign Direct Investment in Retails Trade: The Case of Japanese Firms”, Journal of Comparative International Management, Vol.18, No.1,47-65.(*corresponding author)
32. 柳武妹，梁劍平* (2015), 選擇紅色還是藍色？背景色彩影響視覺新產品評估的現象、中介及邊界機制探討，《南開管理評論》,第18卷第5期，97-109。(*通訊作者)(CSSCI)
31. 王子鑒，梁劍平，於洪彥（2012），“顧客體驗的溢出效應：信息線索和行為主體視角的影響”，《中大管理研究》2012年第7卷（3）, 68-85。（CSSCI）
30. 王駿暘，王海忠，梁劍平，陳增祥 (2011), “品牌原產地聯結的時空維度對負面信息的抑制作用”, 《中大管理研究》2011年第6卷（3）, 1-14。（CSSCI）
29. Murray, Kyle. B., Jianping Liang, and Gerald Häubl (2010), “ACT2.0: The Next Generation of Assistive Consumer Technology Research,” Internet Research, 20 (3), 232-254 (Lead article; SSCI/SCI cited journal; 2016 Impact Factor: 2.931; co-corresponding author). (Google Scholar Citation: 34 times)
28. Liang, Jianping and Vinay Kanetkar (2006), “Price Endings: Magic and Math,” Journal of Product & Brand Management, Special Issue: Strategic Pricing, 15 (6), 377-385. (Google Scholar Citation: 25 times)
27. Liang, Jianping*, Zengxiang Chen, and Jing Lei (2017)，The Influences of Morality-Irrelevant Inspiration on the Two Faces of Morality Behavior, Advances in Consumer Research, 2017, in press
26. Liang, Jianping*, Guimei Hu, and Haizhong Wang (2017), How Can Logo Make An Inspirational Brand? Advances in Consumer Research, 2017, in press
25. Liang, Jianping, Hongyan Jiang and June Cotte (2013), “Upward Intergenerational Influences on Innovation Diffusion: The Impact of Lay Theories of Innovativeness on Innovation for Parents,” AMA 2013 Summer Marketing Educators' Conference Proceedings, Rebecca Slotegraaf and David Griffith, Conference Co-Chairs.
24. Liang, Jianping and Hongyan Jiang (2012), “Innovation for Your Parents? The Impact of Lay Theories of Innovativeness on Upward Intergenerational Gift Giving,” Advances in Consumer Research , Vol. XXXIIX.
23. Liang, Jianping, Jing’an Tang, and Ben Liu (2012), “Characteristics and Performance of Foreign Direct Investment in Retails Trade: The Case of Japanese Firms”, Proceedings of Academy of International Business (AIB) – U.S. North East Chapter.
22. Liang, Jianping, Zengxiang Chen, Haizhong Wang, and Kyle B. Murray (2012), “A Cross-Cultural Investigation of the Positivity Effect,” Proceedings of the 2012 Winter AMA Marketing Educators' Conference, John Stuart Hulland, Sundar Bharadwaj, Conference Co-Chairs.
21. Liang, Jianping (2011), “The Different Effects of Lay Theory of Gender Differences on Gift Shopping Behavior,” in Rohini Ahluwalia, Tanya L. Chartrand, Rebecca K. Ratner (eds.), Advances in Consumer Research , Vol. XXXIX.
20. Liang, Jianping and Zengxiang Chen (2011), “Affect Evaluation or Regulation in Visual Art Consumption? The Influence of Pure and Mixed Emotions,” in Rohini Ahluwalia, Tanya L. Chartrand, Rebecca K. Ratner (eds.), Advances in Consumer Research , Vol. XXXIX.
19. Liang, Jianping and Kyle B. Murray (2010), “Gender Differences in Responding to Form and Function,” in Darren W. Dahl, Gita V. Johar and Stijn M. J. van Osselaer (eds.), Advances in Consumer Research, Vol. XXXVIII.
18. Liang, Jianping and Kyle B. Murray (2010), “The Interplay between Form, Function, and Expertise in Consumer Choice,” in Darren W. Dahl, Gita V. Johar and Stijn M. J. van Osselaer (eds.), Advances in Consumer Research, Vol. XXXVIII.
17. Liang, Jianping, Zengxiang Chen, Haizhong Wang, and Kyle B. Murray (2010), “Is There a Universal Positivity Effect? A Cross-Cultural Perspective,” in Darren W. Dahl, Gita V. Johar and Stijn M. J. van Osselaer (eds.), Advances in Consumer Research, Vol. XXXVIII.
16. Liang, Jianping and June Cotte (2009), "An Investigation of College Students’ Influence on Parents’ Innovation Adoption," in Advances in Consumer Research, Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research.
15. Jiang, Hongyan, Jianping Liang, and Haizhong Wang (2010), “Attitudinal Ambivalence in Behavioral Prediction: The Moderation of Elaboration and Emotion,” Proceedings of the 2010 JMS Annual Conference and Doctoral Consortium of Chinese Marketing, Beijing, China.
14. Wang, Junyang, Jianping Liang, and Haizhong Wang (2010), “Local Brand or Nationwide Brand: The Effects of Brand Relationship Dimensions and Psychological Distance on Brand Attitude,” Proceedings of the 2010 JMS Annual Conference and Doctoral Consortium of Chinese Marketing, Beijing, China.
13. Wang, Zijian, Jianping Liang, Hongyan Yu, and Xiaozhi Huang (2010), “Spillover Effect of Gain-and-Lost Feeing: The Mediation Effect of Diagnosticity and Moderation Effect of Self-serving Bias,” Proceedings of the 2010 JMS Annual Conference and Doctoral Consortium of Chinese Marketing, Beijing, China.
12. Chen, Zengxiang, Haizhong Wang, Jianping Liang, and Guangyu Yang (2009), “How Consumers Deal with Brand Scandal: The Moderating Roles of Brand Commitment and Modes of Thinking,” Proceedings of the 2009 JMS Annual Conference and Doctoral Consortium of Chinese Marketing, Tianjin, China
11. Liang, Jianping and Kyle B. Murray (2009), "The Interplay between Form, Function and Consumer Expertise in New Product Adoptions," Advances in Consumer Psychology (Selection from SCP Dissertation Proposal Global Competition), Vol. I, eds. Alexander Chernev, Michal Herzenstein, and Shailendra Pratap Jain, San Diego: Society of Consumer Psychology.
10. Murray, Kyle B., Kersi Antia and Jianping Liang (2007), "Practice, Perceived Quality, and Consumer Choice," Proceedings of the 2007 Administrative Sciences Association of Canada Conference, ed. Morad Benyoucef, Ontario, Canada: Administrative Sciences Association of Canada.
9. Liang, Jianping and June Cotte (2007), "When the Influencer Becomes the Influenced: An Exploratory Study of Young Adults’ Influence on Parents’ Innovation Adoption," Proceedings of the 2007 Administrative Sciences Association of Canada Conference, ed. Morad Benyoucef, Ontario, Canada: Administrative Sciences Association of Canada.
8. Murray, Kyle B., Kersi Antia and Jianping Liang (2007), "Practice, Perceived Quality, and Consumer Choice," Proceedings of the Society of Consumer Psychology Annual Conference, eds. Dawn Lerman and David Luna, Las Vegas: Society of Consumer Psychology.
7. Liang, Jianping and Vinay Kanetkar (2004), "Price Endings: Magic and Math," Proceedings of the 7th Annual Fordham Pricing Conference, eds. Hooman Estelami and Sarah Maxwell, New York: Fordham Pricing Center.
6. Chen, J., May Aung, Jianping Liang and Ou Sha (2004), "The Dream Market: An Exploratory Study of Gay Professional Consumers’ Homosexual Identities and Their Fashion Involvement and Buying Behaviour," Gender and Consumer Behavior, Volume 7, eds. Linda Scott and Craig Thompson, Valdosta, GA: Association for Consumer Research.
5. Liang, Jianping and Vinay Kanetkar (2003), “Image Effects in the Price Endings: An Empirical Study,” Proceedings of the 6th Annual Fordham Pricing Conference, eds. Hooman Estelami and Sarah Maxwell, New York: Fordham Pricing Center.
4. Liang, Jianping (2007), CaseMate for the Textbook, “Blackwell, Miniard, & Engel (2006), Consumer Behaviour, 10th Edition, Thomson (South-Western),” Ivey Publishing. – (world wide distribution).
3. Liang, Jianping and Kyle B. Murray (2007), "SMART Co-operative Marketing," NO.9B06A030, Ivey Business School Case, Ivey Publishing (used as course material in HBA 411 Retail Marketing Management). – (world wide distribution).
2. Liang, Jianping and Kyle B. Murray (2007), "Teaching Note: SMART Co-operative Marketing," NO.8B06A030, Ivey Business School Teaching Note, Ivey Publishing. – (world wide distribution).
1. Liang, Jianping and Vinay Kanetkar (2006), “Price Point Endings," Pricing for Researchers e-Bulletin, March, Pricing Solutions Division, The Advantage Group Inc., Toronto. – (world wide distribution).
PUBLISHED BOOK AND BOOK CHAPTERS
1. Jianping Liang, Jing Chen, Hubert Pun (2019), Improving the Competitiveness of Chinese Companies-Selected Chinese Business Administration Cases , Beijing, China: Economic Science Press. (《提升中國企業競爭力-工商管理精選案例集》，編著：梁劍平、陳靜、潘兆銘；經濟科學出版社，中國財經出版傳媒集團，中國北京。)
2. Chen, Zhuming, Hang Zhu, Guanghua Tang, Jianping Liang (2013), Cases Research in Business Administration – Special Issue for the EMBA Ten Year Anniversary at Sun Yat-sen Business School, Guangzhou, China: Publisher of Sun Yat-sen University. (《中山大學管理案例研究-EMBA十周年專輯》，主編：陳珠明，朱沆；副主編：湯光華，梁劍平；中山大學出版社， 中國廣州。)
獲獎榮譽
[42] 何氏教育基金“傑出教學貢獻獎”, Sun Yat-sen University, 2018
[41] Excellent Faculty Annual Award, Sun Yat-sen University, 2018
[40] Coach, the 6th CMCC National MBA Business Case Competition (第六屆“森宇雙童杯”全國管理案例精英賽全國總決賽), Third Place (全國第三名，季軍：“Batman隊”)，2018
[39] Best Coach Award, the 6th CMCC South China MBA Business Case Competition (第六屆“蒙太奇傳媒杯”全國MBA管理案例精英賽華南賽區), First Place (冠軍：“Batman隊”) and Third Place (季軍：“八重奏隊”), 2018
[38] Excellent Faculty Annual Award, Sun Yat-sen University, 2017
[37] Coach, HSBC Business Case Competition, Second Place (亞軍)，2017
[36] Co-Coach, the 5th CMCC South China MBA Business Case Competition (第五屆全國MBA管理案例精英賽華南賽區), Third Place (季軍)，2017
[35] Best Coach Award, the 4th CMCC National MBA Business Case Competition (第四屆全國管理案例精英賽全國總決賽), Second Place (全國第二名，亞軍：“衝上雲霄隊”)，2016
[34] Co-Coach, the 4th CMCC South China MBA Business Case Competition (第四屆全國MBA管理案例精英賽華南賽區), First Place/Championship (冠軍：“衝上雲霄隊”) and Third Place (季軍：“中大聯隊”), 2016
[33] Excellent Faculty Annual Award, Sun Yat-sen University, 2015
[32] Coach, HSBC Asia-Pacific Business Case Competition, Best Team from Mainland China, 2015
[31] Coach, HSBC Guangdong Business Case Competition,First Place/Championship, 2015
[30] Coach, HSBC Asia-Pacific Business Case Competition, Best Team from Mainland China, 2015
[29] Coach (指導教師), 國家級大學生創新創業訓練計畫立項項目 (201410558117), 2014
[28] Excellent Faculty Annual Award, Sun Yat-sen University, 2012
[27] 2011 Best Reviewer Award, Journal of Marketing Science, 2012; 2012 Best Reviewer Award, Journal of Marketing Science, 2013
[26] Undergraduate Course Teaching Award (A Level), School of Business, Sun Yat-sen University, 2011-2015
[25] Undergraduate Course Teaching Award (Top 3), School of Business, Sun Yat-sen University, 2010-2011
[24] International Conference Travel Grant, School of Business, Sun Yat-sen University, 2010, 2011, 2012, 2013
[23] JMS Travel Grant, School of Business, Sun Yat-sen University, 2009-2010
[22] Undergraduate Course Teaching Award, School of Business, Sun Yat-sen University, 2009-2015
[21] International Travel Grant, School of Business, Sun Yat-sen University, 2009
[20] Best Paper Award (2nd place), Annual Conference and Doctoral Consortium of Journal of Marketing Science , Tianjin, China, 2009
[19] Ph.D. Plan for Excellence Scholarship, Richard Ivey School of Business, University of Western Ontario, 2005-2009
[18] Ph.D. Research Assistantship, Richard Ivey School of Business, University of Western Ontario, 2005-2009
[17] Ph.D. Travel Grants, Richard Ivey School of Business, University of Western Ontario, 2005-2009.
[16] Outstanding Overseas Alumni Travel Grant, Sun Yat-sen University, China, 2009
[15] Dissertation Research Grant, Richard Ivey School of Business, University of Western Ontario, 2008-2009
[14] Consortium Fellow, American Marketing Association (AMA) Sheth Foundation Doctoral Consortium, University of Missouri, 2008.
[13] The INFORMS Society of Marketing Science (ISMS) Doctoral Consortium, Sauder School of Business, University of British Columbia, Vancouver, Canada, 2008.
[12] Ontario Graduate Scholarship (OGS), Minister of Training, Colleges and Universities, Ontario, Canada, 2007-2008.
[11] Connor, Clark & Lunn Ontario Graduate Scholarship, Richard Ivey School of Business, University of Western Ontario, 2007-2008.
[10] Social Sciences and Humanities Research Council of Canada (SSHRC) Travel Grant Awarded for the Administrative Sciences Association of Canada Conference, 2007 and 2008.
[9] The INFORMS Society of Marketing Science (ISMS) Doctoral Consortium, Katz Graduate School of Business, University of Pittsburgh, USA, 2006.
[8] Nominee in the Best Paper Award and Travel Grant Awarded at the 3rd Sprott Doctoral Symposium, Carleton University, Ottawa, 2006.
[7] Teaching Assistantship, University of Guelph, 2001-2003.
[6] Research Assistantship, University of Guelph, 2002-2003.
[5] Dorothy Britton Memorial Graduate Award, University of Guelph, 2002-2003.
[4] Board of Graduate Studies University Graduate Scholarships, University of Guelph, 2002-2003.
[3] Board of Graduate Studies University Graduate Scholarships, University of Guelph, 2001-2002.
[2] Outstanding Undergraduate Thesis, Sun Yat-sen (Zhongshan) University, 2001.
[1] Excellent Student Scholarship, Sun Yat-sen (Zhongshan) University, 1998-1999.
