Dr. Zhiyong Yang (Marketing, Entrepreneurship, Sustainable Tourism and Hospitality) co-authored an article titled “How Does Consumers’ Local or Global Identity Influence Price–Perceived Quality Associations? The Role of Perceived Quality Variance” in the current issue of the prestigious “Journal of Marketing.”
He is professor of marketing and head of the Department of Marketing, Entrepreneurship, Sustainable Tourism and Hospitality in the Bryan School of Business and Economics. Previously, Zhiyong was a professor of marketing at the University of Texas-Arlington. He joined UNCG in 2018
He has published over 30 articles in leading scholarly journals.
