Associate Professor of Marketing

School of Business Administration, University of HuaQiao

✔ Education

Ph.D.,	School of Business Administration, National Central University,Taiwan  2019 Major:Marketing Dissertation Title: “The king reject his throne: How Self-Construals Affect Responses to Anthropomorphic Brands, with a Focus on the Five-Factor research”
M.A.,	School of Business Administration, New York Institute of Technology,U.S.A.  2014 Major:Management
B.A.,	School of Business Administration, Fuzhou University, China  2013 Major:Marketing

✔ Reasearch Interests 

Behaviors, Consumer Economics, Applied Consumer Psychology, Customer Relation Management, Brand Marketing, Management Information Systems Interface, Text mining and Marketing

✔ Professional Experience & Service

Full-time Academic positions: -Associate Professor of Marketing, HuaQiao University, December, 2022-present -Associate Chair of Marketing Department,HuaQiao University, November, 2019-present -Lecture of Marketing, HuaQiao University, May, 2019-December,2022 -Director of Marketing Teaching and Research Center, HuaQiao University, June 2019-June,2020 -Lecture of Marketing,Quanzhou University of Information Engineering , March, 2015-July,2016 Other positions: -Associate Secretary-General of Quanzhou Software Association, November, 2020-present -Director of Post-Doctoral Research Center of Minfa Aluminum(A:002578),November, 2019-present -Senior Product Manager & President Assistant,Linewell Software Group(A: 603636) ,March,2018-May 2019 -Founder, HuiYing PaintStudio, April,2013-May 2015

✔ Funded Grant

Internal research grants：

-Yidan, H.

Source:China’s National Philosophy and Social Foundation Grant,2021.09-present

Projict Title:Research on the Construction of Cluster Brand of Agricultural Products based on "Demand Side Management"

-Yidan, H.

Source:Fujian Provincial Department of Science and Technology,2020.10-2022.07

Projict Title:Study on Omni-channel Retail Construction and Consumption Behavior of Geographical Indication Agricultural Products under Rural Revitalization Strategy

-Yidan, H. &Ming, C.

Source:Humanities and Social Science Foundation of Ministry of Education,2020.03-2022.03

Projict Title:Research on the Influence of APP Icon Visual Design Elements on Consumers' Intention to Download: from the Perspective of Moderated Orientation Context

-Yidan, H. &Yuan, Z.

Source:Social Science Foundation of Fujian Province,2021.10-present

Projict Title:Uncertain Marketing Strategies on Customer Engagement

-Yidan, H.

Source:Huaqiao University,2020.4-present

Projict Title:The Influence of Broadcaster on Chinese Cultural Identity of Students in Hong Kong, Macao and Taiwan under the Background of "Pan-entertainment"

-Yidan, H.

Source:Huaqiao University,2020.5-2022.6

Projict Title:The Application of Anthropomorphic Thinking in Human-Computer Interaction Experience of Intelligent Wearable Devices

External research grants：

-Yidan, H.

Source:Nanping Wuyishan Water Brand Operation Management Co. LTD,2022.07-present

Projict Title:"Wuyi Shanshui,Dianlv ChengJ" Marketing Competition

-Yidan, H. &JianChun, T.

Source:QuanZhou Brand Center,2021.12-present

Projict Title:"Poseong Rice, Rice Fragrance" Marketing Competition

Teaching grants:

-Yidan, H. &QinLan, C.

Source:Fujian Provincial Department of Education

Projict Title: <Digital New Media Marketing> Course-Fujian Provincial Excellent Undergraduate Course

-Yidan, H.&HuiLing,G.

Source:Hua Qiao University

Projict Title:Marketing Virtual Experiment Lab

✔  Funded Grants

- Silver Prize of the 9th "Excellent Class" Teaching Competition for Young Teachers, Staff Assembly of University of HuaQiao, 2021

- Gold Prize of "Excellent Class" Teaching Competition for Young Teachers, Staff Assembly of University of HuaQiao, 2020

✔ Emial: niki_9@126.com

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