●Overview

Ø Education

2008-2011 Studied in Business School of Renmin University of China for  Doctor’s Degree.

2005-2007 Studied in Business School of Renmin University of China for Master’s Degree.

1997-2001  Studied in Economics and Management School of Civil Aviation University of China for Bachelor’s Degree.

Ø Working Experiences

2011-Present Teaching in Business School of Beijing Technology and Business University of China.

2001-2005 Shandong Airlines Co. Marketing Manager

●Research Interests

Consumer Behavior, Brand Management, Marketing Organization Management, Group Corporate Governance

●Courses

Marketing, Sales and Customer Relationship Management, Strategic Brand Management

●Publications

Ø Papers

Selected Academic Articles

1. Libin Chen, Yarong Zhao, Lin Jiang. From brand culture to brand purchase behavior: a cognitive process perspective - an analysis based on rooting theory[J]. Journal of Commercial Economics, July 2020.

2. Libin Chen, Zixuan Zhang, Lin Jiang. The influence of traditional culture integration on consumers' brand perceptions from the semiotic perspective[J]. Enterprise Economy, July 2019.

3. Libin Chen, Xiaoli Zhang. The influence of consumer color preference on brand personality construction[J]. Enterprise Economy, July 2016.

4. Libin Chen, Xiaoli Zhang, Xiaoxiao, Feng. Research on corporate service design based on the perspective of brand personality[J]. Journal of Brand Research, February 2016.

5. Libin Chen, Lin Jiang, Yong Zhang. Research on value constructability, product symbolization and its impact on product innovation[J]. Enterprise Economy, August 2013.

6. Libin Chen, Lin Jiang, Yong Zhang. A study on the influence of brand ecological behavior on consumer choice[J]. Ecological Economics, August 2013.

7. Libin Chen. Research on the influence mechanism of brand fit on brand loyalty[J]. Journal of Guangdong University of Business Studies, June 2013.

8. Libin Chen. Research on the driving factors of purchase intention of community supermarkets[J]. Journal of Beijing Technology and Business University, June 2013. (Reprinted in Information Center for Social Science of RUC, Trade Economics, 10, 2013)

9. Libin Chen. The meaning of product culture and consumer group preference[J]. Marketing Guide, February 2010.

10. Libin Chen. Integrating popular culture in products[J]. Enterprise Management, June 2010. (Reprinted in Information Center for Social Science of RUC, Business Guide, 9, 2010)

Ø Book

1. Libin Chen, 2020, Research on the brand presentation and communication strategy of Chinese traditional culture, Posts & Telecom Press.

2. Libin Chen, 2013, Research on the causes of changes in the distribution of consumers' willingness to pay for innovative products, Economic Science Press.