Our Faculty

Jing Yang

Associate Professor of Management and Marketing, Department of Business and Economics

Contact Information

617 975-9363

Office Hours

Office: Administration Building, Room 422-A

Office hours: Tuesday, 4-5pm; Wednesday, 10am-12pm; Thursday, 4-5pm; and by appointment


Ph.D., University of Massachusetts Amherst; M.S., National University of Singapore; B.Eng., Wuhan University


I believe in marketing is both an art and a science. My teaching and research interests combine my IT and analytic background with marketing applications. I want to teach students practical skills to prepare them to excel in a professional environment outside the classroom.

I have experience working in the Marketing Analytic consulting and IT consulting industries. My job responsibilities focus on designing and managing analytic projects, performing quantitative studies, designing e-business strategy and analyzing IT performance for finance sector clients. My clients include Bank of America, IBM, MayBank (Singapore) and OCBC Bank (Singapore).

What I Love About Emmanuel:

I  joined Emmanuel in 2013. I feel colleagues are very supportive.

Courses I Teach

  • MGMT1101 - Introduction to Business
  • MKTG2200 - Principles of Marketing
  • MKTG2500 – Consumer Behavior
  • MKTG3110 - Marketing Research
  • MKTG3501 - Advertising and Promotion
  • MKTG4200 – Marketing Strategy
  • MGMT4303 - Strategic Management

Prior to joining Emmanuel College, I taught at Roger Williams University and Penn State Harrisburg. I teach courses in Marketing Principles, Marketing Research, Consumer Behavior, Sales Management and Marketing Strategy.

Publications & Presentations

  • Jing Yang and Kelly Basile (2021), “Communicating Corporate Social Responsibility: External Stakeholder Involvement, Productivity and Firm Performance”, accepted to Journal of Business Ethics, https://doi.org/10.1007/s10551-021-04812-5.
  • David Ackerman, Jing Yang (2020), “Does that A Really Make up for the C? Student Reaction to Above- and Below-Average Grades”, Journal of Marketing Education, 43(1), pp. 120-131, https://doi.org/10.1177/0273475320923071.
  • Jing Yang, Kelly Basile and Olivia Letourneau* (2020), “The Impact of Social Media Platform Selection on Effectively Communicating about Corporate Social Responsibility”, Journal of Marketing Communications, 26(1), pp.65-87. https://doi.org/10.1080/13527266.2018.1500932
  • Jing Yang and Kelly Basile (2018), “The Impact of Corporate Social Responsibility on Brand Equity”, Marketing Intelligence & Planning, Vol. 37, No.1, pp. 2-17. https://doi.org/10.1108/MIP-02-2018-0051
  • Jing Yang (2015), "An Examination of Brand Equity Difference between Utilitarian and Hedonic Products", International Journal of Marketing Studies, 7:4 pp. 42-50.
  • Jing Yang, Thomas G. Brashear and Anthony K. Asare (2015), "The Value Reference of Brand Equity, Intellectual Capital and Intellectual Capital Management Capability", Journal of Strategic Marketing, 23:6, pp. 543-559. https://doi.org/10.1080/0965254X.2014.1001863
  • Anthony K. Asare, Thomas G. Brashear, Jing Yang and Jun Kang (2013), "The Relationship between Supplier Development and Firm Performance: The Mediating Role of Marketing Process Improvement", Journal of Business & Industrial Marketing, Vol.28, Issue 6, pp. 523-532.  https://doi.org/10.1108/JBIM-04-2013-0100
  • Anthony K. Asare, Jing Yang and Thomas G. Brashear (2012), "The State of Research Methods in the Personal Selling and Sales Management Literature", the Journal of Personal Selling & Sales Management, Vol.32, No.4/Fall, pp. 473-490. https://doi.org/10.2753/PSS0885-3134320405
  • Jing Yang, Thomas G. Brashear Alejandro and James S. Boles (2011), "The Role of Social Capital and Knowledge Transfer in Selling Center Performance", Journal of Business & Industrial Marketing, Vol. 26, No.3, pp.152-161. https://doi.org/10.1108/08858621111115877
  • Jing Yang (2011), "An Examination of the Value Relevance of Brand Equity, Intellectual Capital and Intellectual Capital Management Capability", Pennsylvania State University Working Paper Series 11-8.
  • Jing Yang and Thomas G. Brashear (2011), "The Value Relevance of Brand Equity, Intellectual Capital and Intellectual Capital Management Capability", the AMA Winter Marketing Educator's Conference, Austin, TX.
  • Jing Yang (2009), "Marketing Assets and Marketing Capabilities: An Analysis of Their Interrelationships on Shareholder Value Creation in B2B Market", the CBIM Academic Workshop, Atlanta, GA.
  • Jing Yang, Thomas G. Brashear, Vishal Kashyap (2008), "A Multi-Component View of Procedural Justice: Effects on Satisfaction and Performance", poster section for the Academy of Marketing Science Conference, Vancouver, CA.
  • Jing Yang, Kwong Chan and Sengun Yeniyurt (2008), "Exploring Brand Equity Differences between Utilitarian and Hedonic Products", Proceedings of the Academy of Marketing Science Conference, Vancouver, CA.
  • Jing Yang (2008), "The Selling Center: Social Capital and Structure", Proceedings of the National Conference in Sales Management, Dallas, TX.
  • Jing Yang (2008), "The Social Capital of Corporate Selling Centers: The Mediating Role of Knowledge Transfer in Team Performance", Proceedings of the CBIM/ISBM Academic Workshop, Tampa, FL.
  • Jing Yang and Thomas G. Brashear (2007), "Governance of B2B Service Outsourcing from the Client's Perspective", Proceedings of the INFORMS Marketing Science Conference, Singapore.
  • Chan, H.C., Teo, H.H., Jing Yang and Li, Y. (2004), "The Technology Acceptance Model for Competitive Software Products", Proceedings of the Eighth Pacific Asia Conference on Information Systems, Shanghai, China.
  • Chan, H.C. and Jing Yang (2003), "Examining the technology acceptance model over the complete range of independent variable values", Issues of Human Computer Interaction Chapter, IGP/INFOSCI/IRM Press.

  • Penn State Harrisburg Faculty Travel Grant 2011
  • AMA Sheth Foundation Doctoral Consortium Fellow, 2008
  • UMASS Graduate Student Travel Grant, 2008 and 2009
  • Harold Hardy Scholarship, Isenberg School of Management, UMASS 2007
  • INFORMS Marketing Science Doctoral Consortium Fellow, 2007
  • Wuhan University Outstanding Graduate Award in 2001

Research Focus

Dr. Yang conducts research in the areas of marketing strategy, B2B and relationship marketing, social networks and brand equity. Her research has been published in scholarly journals such as the Journal of Personal Selling & Sales Management and the Journal of Business & Industrial Marketing. She has also presented her research at regional, national and international conferences.

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