Assistant Professor of Marketing

Wei Fu joined Maryville College as an Assistant Professor of Marketing in 2016 after serving on faculty of Economics and Management at The Gustavus Adolphus College 2014-2015. She earned a bachelor’s degree in engineering in computer and application from Kunming University of Science and Technology. She earned a master of science in accounting degree with a concentration in business administration from East Tennessee State University and a Ph.D. in retail, hospitality and tourism management with a concentration in retail and consumer sciences from the University of Tennessee-Knoxville.

Dr. Fu's research focuses on societal marketing, Chinese-inspired products, consumer information process systems, customer value, and hedonic consumption experiences. In her recent research, she has integrated the simple information-processing model (Bettman, 1979) and the cognitive-experiential self-theory (Epstein, 1998) to delineate the hierarchical structure of individual differences, responses, and consumer behavioral tendencies toward eco-fashion.

Her teaching interests lie in Principle of Marketing, Marketing Research, Consumer Behavior, Retail Management, Brand Management, Principles of Retailing, E-Retailing, and International Marketing. Beyond academia, Dr. Fu loves swimming and traveling. 

Publications

Fu, W., Koo, W., Kim, Y. K. (2014). Chinese-Inspired Products: Value-Attitude-Behavior. International Journal of Marketing Studies, 6(3), 76-86.
DOI: http://dx.doi.org/10.5539/ijms.v6n3p76

Liang, B., Runyan, R. C., & Fu, W. (2011). The effect of culture on the context of Ad pictures and Ad persuasion: The role of context-dependent and context-independent thinking. International Marketing Review, 28 (4), 412-434.
DOI: http://dx.doi.org/10.1108/02651331111149958

Liang, B., Cherian, J., & Fu, W., (2010). Can followers overcome pioneers? The role of superior alignable differences in consumer evaluation of brand extensions. Journal of Product and Brand Management, 19 (2), 85-93.
DOI: http://dx.doi.org/10.1108/10610421011033430

MANNUSCRIPT IN DEVELOPMENT

Fu, W., Kim, Y. K. Eco-fashion purchases: Bettman’s information processing model. Manuscript development stage. [Targeting Journal of Consumer Affairs]

Awards and honors

Ida A. Anders Scholarship for Dissertation ($2,000)
University of Tennessee                                                                                                  2015

Cho, E., Fu, W., Koo, W., & Kim, Y-K. (2014). Ethnic-inspired products: From the experiential consumption view. International Textile and Apparel Association, Charlotte, NC.
[Received Paper of Distinction Award, Culture Track]                                                  2014

Graduate Student Senate Travel Awarding ($225)
University of Tennessee                                                                                                   2014

ESPN Award ($2,500)
University of Tennessee                                                                                                   2014                

Dean’s Graduate Research Award ($500)
University of Tennessee                                                                                                   2013

Research Travel Fund ($1,000)
College of Education, Health, and Human Sciences, University of Tennessee             2013

Conference Presentations

Fu, W., Kim, Y. K. (2016). Eco-fashion purchases: Bettman’s information processing model. American Collegiate Retailing Association Annual Conference, New York / New Jersey. 

Cho, E., Fu, W., Koo, W., & Kim, Y-K. (2014). Ethnic-inspired products: From the experiential consumption view. International Textile and Apparel Association, Charlotte, NC.
[Received Paper of Distinction Award, Culture Track]
DOI: http://itaaonline.org/?page=330c

Fu, W., Cho, E., Koo, W., Kim, Y. K. (2014). Ethnic-Inspired Products: Impacts on Self-Enhancement. American Collegiate Retailing Association Annual Conference, Dallas, TX.

Blemahdoo, C., Fu, W., Lim, H. (2013). Global consumer adoption of technological innovations. American Collegiate Retailing Association Annual Conference, Nashville, TN. 

Liang, B., & Fu, W (2010). The effect of culture on the context of Ad pictures and Ad persuasion: The role of context-dependent and context-independent thinking. Presented at Association of Collegiate Marketing Educators Annual Conference, Dallas, TX. 

Fu, W., Cho, E., Koo, W., Kim, Y. K. (2014). Ethnic-Inspired Products: Impacts on Self-Enhancement. Graduate Research Colloquium: Department of Retail Hospitality and Tourism Management.

Fu, W (2012). The effects of self-construal, online consumer ratings, and purchasing risk on purchasing decision. Graduate Research Colloquium: Department of Retail Hospitality and Tourism Management.

professional service

       Reviewer
Reviewer of American Collegiate Retailing Association Annual Conference (2015), Miami, FL
Reviewer of American Collegiate Retailing Association Annual Conference (2014), Dallas, TX
Reviewer of American Collegiate Retailing Association Annual Conference (2013), Nashville, TN

       Presider
Presider, International Textile and Apparel Association (2014), Charlotte, NC 

professional experience

Teaching Experience
Assistant Professor of Marketing, Maryville College. Social Science Division
Marketing
Consumer Behavior

Visiting Assistant Professor of Marketing, Gustavus Adolphus College (1-year appointment 2015-2016), Department of Economics & Management, St. Peter, MN
Principle of Marketing
Marketing Research

Instructor, University of Tennessee, Department of Retail, Hospitality, and Tourism Management, Knoxville, TN
Customer Relationship Management

Co-instructor, University of Tennessee, Department of Retail, Hospitality, and Tourism Management, Knoxville, TN
Retail Merchandising

Graduate Teaching Assistant (GTA), University of Tennessee, Department of Retail, Hospitality, and Tourism Management, Knoxville, TN
Consumers Behavior
E-Retailing
Professional Development (UT Retail Students’ Habitat for Humanity Boutique Project)

Department / University Service
Senior Study, Maryville College, Social Science Division, 2016

Advisor of Advertising Club, Gustavus Adolphus College, Department of Economics & Management, 2015-2016 Spring

Search Committee Member (graduate representative), University of Tennessee, Department of Retail, Hospitality, & Tourism Management, Knoxville, 2014

Member of Graduate Student Advisory Board, University of Tennessee, College of Education, Health, and Human Science, Knoxville, 2013-2014