Recently, CUFE Business School Professor Wei Chuang published a research paper as the corresponding author in the top-tier marketing journal Journal of Marketing Research (JMR). The paper, titled "Does Featuring People with Disabilities Help or Hurt Fashion Marketing Effectiveness?", represents a significant academic contribution.JMR is recognized as a UTD24 journal, FT50 journal, and ABS-4 journal*, as well as an AA-level journal at CUFE. This publication marks the first UTD24 journal paper in the field of marketing from CUFE’s business administration discipline, signaling that CUFE’s marketing program has reached the forefront of the field domestically.
The paper published in Journal of Marketing Research (JMR) explores how featuring models with disabilities influences consumer perceptions and marketing effectiveness. Through 10 pre-registered field and laboratory experiments, the study finds that compared to campaigns without models with disabilities, featuring such models significantly improves marketing outcomes, including ad click-through rates, brand attitudes, purchase intentions, and brand choice. The reason lies in the fact that such campaigns enhance perceptions of brand warmth and coolness. The paper further reveals that proactive diversity strategies yield the strongest positive effects, while passive or follower strategies fail to meet expectations. Additionally, the study shows that compared to featuring plus-size models, using models with disabilities offers greater advantages in boosting marketing effectiveness, brand warmth, and coolness. This research provides crucial theoretical and practical guidance for featuring models with disabilities in fashion marketing and highlights the necessity of deeper exploration in diversity and inclusive marketing.
CUFE’s Marketing (Big Data Marketing) program is part of the Ministry of Education’s Third Batch of Higher Education Specialized Programs and a Beijing Specialized Program Development Point. In 2019, it was selected as a National First-Class Undergraduate Program Construction Site and has been ranked A+ in the ShanghaiRanking's China University Rankings from 2021 to 2024.
The Marketing Department has a high-level faculty team, including:
1 recipient of the State Council Special Government Allowance
4 recipients of the Ministry of Education’s New Century Excellent Talents Program
2 Beijing University Young Talents
3 Beijing Teaching Masters
2 Beijing Outstanding Professors
Faculty members have published numerous impactful papers in top-tier domestic and international journals, including Chinese Social Sciences, Management World, Journal of Marketing Research, Journal of Business Ethics, and the International Journal of Research in Marketing.
