中文
中文

Faculty & Research

Home Faculty & Research Faculty Core faculty

Core faculty

Ke Ma

Depart: Marketing

Title: Assistant Professor

Office: Comprehensive Building 503

Email： make@btbu.edu.cn

●Overview

Ø Education

Ph.D. in Business Administration, Tianjin University, 2011-2018

B.S. in Financial Management, Tianjin Technology University, 2007-2011

B.S. in International Finance, Southern Cross University, 2007-2011

Ø Working Experiences

2021-present，teaching in Business School of Beijing Technology and Business University

2018-2021，Postdoctoral researcher in Business School of Beijing Normal University

●Research Interests

Services Marketing, AI Services, and Customer Behavior

●Courses

Marketing, Public relations

●Publications

Ø Papers

Selected Academic Articles

  1. Ma Ke, Zhong Xin, Hou Guanghui*, Gaining Satisfaction: The Role of Brand Equity Orientation and Failure Type in Service Recovery, European Journal of Marketing, 2020, 54(10): 2317-2342.（SSCI，ABS3*）

  2. Ma Ke, Zhong Xin*, Moral Judgment and Perceived Justice in Service Recovery, Marketing Intelligence and Planning, 2021, 39(4): 574-588. (SSCI)

  3. Ma Ke, Chen Tong, Zheng Chundong*. Influence of Thinking Style and Attribution on Consumer Response to Online Stockouts. Journal of Retailing and Consumer Services, 2018, 43: 218-225. (SSCI)

  4. Chen Tong, Ma Ke, Bian Xuemei, Zheng Chundong*, Devlin, J. Is High Recovery More Effective than Expected Recovery in Addressing Service Failure? – A Moral Judgment Perspective. Journal of Business Research, 2018, 82: 1-9. (SSCI-Q1，ABS3*)

  5. Zheng Chundong, Ma Ke*, Duan Qi, Wang Han. Ineffective Brand Extensions and the Sisyphus effect. Journal of Product & Brand Management, 2015, 24(2): 165-171. (SSCI)

  6. Chen Tong, Ma Ke, Zheng Chundong *, Wang Han. The Effects of Sub-brands and Brand Name Structure on Extension Evaluation: An Empirical Study Based on Chinese Culture. Journal of Brand Management, 2015, 22(8): 695-713. (SSCI)

  7. Chundong Zheng, Ke Ma*. A Study of Technology Consistency in the Extension of High-tech Brands. Science Research Management, 2016, 37(4): 94-101.

  8. Chundong Zheng, Ke Ma, Han Wang. Effect of Consumers Characteristics on the Brand Extension Boundary—Based on the Perspective of Brand Association. Management Review, 2016, 28(7): 130-142.

  9. Ke Ma. Playing Hard to Get? Study on the Stock-out Effect in Online Shopping Context. Industrial Engineering and Management, 2016, 21(6): 100-105.