Dr Weiyue Wang

Dr Weiyue Wang

Department of Marketing
Lecturer in Marketing

Contact details

Room G49, University House
University of Birmingham
B15 2TT

Dr Weiyue Wang joined the Department of Marketing, in Birmingham Business School as a Lecturer in Marketing in early October 2017. Prior to this, he was a Lecturer at Coventry University and the University of Salford. Weiyue received his PhD in Marketing from Bradford University School of Management. His research interests include the employee customer orientation and service performance, employment relationships, leadership, and behavioural ethics.


  • PhD (Marketing)
  • MA (Marketing)


Weiyue has gained his PhD from University of Bradford School of Management. He then worked as the Lecturer in Marketing at University of Salford and CoventryUniversity before joining the University of Birmingham Business School in October 2017. Weiyue’s main research interests are focused on how employees’ (especially service workers) job attitudes and cognitions may influence their performance and behaviour within the organization. He is particularly interested to test the antecedents, consequences, and interactions of employees’ customer orientation, organizational identification, psychological empowerment, perceived ethical leadership, etc. on their ethical behaviours and job/service performance.


Research interests:

  • Empowerment
  • Customer orientation
  • Organizational Identification
  • Employee deviant behaviour
  • Leadership
  • Ethical and unethical behaviour
  • Individual differences
  • Job performance 

Other activities

  • Member of European MarketingAcademy (EMAC)
  • Member of Academy of Management (AOM)


Balmer, J., & Wang, W. (2016). Why business school managers are a key corporate brand stakeholder group. International Studies of Management and Organization, 46(4), 247-255.

He, H., Harris, L., Wang, W., & Haider, K. (2016). Brand identity and online self-customisation usefulness perception. Journal of Marketing Management, 32(13-14), 1308-1332.

Balmer, J., & Wang, W. (2016). The corporate brand and strategic direction: Senior business school managers’ cognition of corporate brand building and management. Journal of Brand Management, 23(1), 8-21.

Zhu, W., He, H., Treviño, L., Chao, M., & Wang, W. (2015). Ethical leadership and follower voice and performance: The role of follower identifications and entity morality beliefs, The Leadership Quarterly, 26, 702-718.

He, H., Wang, W., Zhu, W., & Harris, L. (2015). Service Workers’ Job Performance: The Roles of Personality Traits, Organizational Identification, and Customer Orientation, European Journal of Marketing, 49(11/12), 1751 - 1776.

Wang, W., He, H., & Li, Y. (2013). Animosity and willingness to buy foreign products: Moderating factors in decision-making of Chinese consumers, Asia Pacific Business Review, 19(1), 32-52.