Wencheng Joseph Chang, PhD

Associate Professor

Management & Marketing



Charlton College of Business 329


University of ManchesterPhD
University of MissouriMBA


  • MKT 311 Principles of Marketing
  • MKT 431 Consumer Behavior
  • MKT 690 Advnaced Consumer Behavior


Research interests

  • Major: feedback extension effects on family brand evaluations
  • Supporting: advertising message research
  • Supporting: cross-cultural comparisons

Dr. Chang is an assistant professor of marketing at the Charlton College of Business, University of Massachusetts Dartmouth. He had taught internationally across continents, including the immediate past decade in Canada, on both undergraduate and graduate levels. He also had several years of industry experience with multinational companies during his earlier career. His research specializes in consumer behavior about branding, consisting of one major and two supporting research streams. The first and major stream examines factors moderating the feedback effect of brand extensions on entitative brands. The second and third streams explore advertising message effectiveness and compare cross-cultural differences in perception, respectively.

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