Zhe Zhang

PhD Student

Zhe Zhang


Zhe Zhang currently is a Doctoral Candidate in Marketing at Bauer College of Business at the University of Houston. He also holds a Ph.D. (2014) in Chemistry from The University of Vermont. Zhe's research interests focus on integrated marketing communication (IMC) and brand management. Some of his current research topics deal with how brands could use verbal and visual cues to facilitate marketing communication and improve consumer-brand relationship (brand attachment, SBC, brand loyalty, etc.). Zhe is the recipient of 2015 Association for Consumer Research Sheth Foundation Transformative Consumer Research Grant, 2017 Bauer PhD Research Grant, the receiver of 2017 Best Bauer Dissertation Proposal Award and Department Commendation for Teaching Excellence.

Research Interests

  • Integrated Marketing Communication (IMC) in Digital and Social Media Marketing
  • Branding and Consumer-Brand Relationship Management

Selected Publications

  • Zhang, Zhe and Vanessa M. Patrick (2018), "Call Me Rollie! The Role of Brand Nicknames in Shaping Consumer-Brand Relationships," Journal of Association for Consumer Research, 3(2), 147-162. Selected Media Coverage: CANVAS8

Contact Info

MH 385K
No Web Site Currently


  • MARK 3339 Marketing Strategy & Planning


PhD, The University of Vermont