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, Birmingham Business School as a Lecturer in Marketing in October 2017. Prior to this, he was lecturing at Coventry University and University of Salford. Weiyue received his PhD in Marketing from Bradford University School of Management. His research interests include the employee cognition and workplace behaviours. Currently, he conducts research mainly in employee - organisation relationships, individual differences, behavioural ethics, and leadership.


  • 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 may influence their performance and behaviour within the organization. He is particularly interested to study the antecedents, consequences, and interactions effects of employees’ cognitions on their behaviours. He is also interested in areas of consumer psychology, business ethics, and cross-cultural research. His articles have been published in academic journals such as European Journal of Marketing, Journal of Marketing Management, Journal of Consumer Behaviour, The Leadership Quarterly, Journal of General Management, International Studies of Management and Organization, among others.              

Postgraduate supervision

 Mr Zikai Han


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)


Recent publications


Wang, W, He, H, Sahadev, S & Song, W 2018, 'UK Consumers’ Perceived Risk of Buying Products from Emerging Economies: A Moderated Mediation Model', Journal of Consumer Behaviour, vol. 17, no. 3, pp. 326-339. https://doi.org/10.1002/cb.1714

He, H, Harris, L, Wang, W & Haider, K 2016, 'Brand identity and online self-customisation usefulness perception', Journal of Marketing Management, vol. 32, no. 13-14, pp. 1308-1332. https://doi.org/10.1080/0267257X.2016.1170720

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, vol. 23, no. 1, pp. 8-21. https://doi.org/10.1057/bm.2015.45

Balmer, J & Wang, W 2016, 'Why business school managers are a key corporate brand stakeholder group', International Studies of Management and Organization, vol. 46, no. 4, pp. 247-255. https://doi.org/10.1080/00208825.2016.1140521

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, vol. 26, no. 5, pp. 702-718. https://doi.org/10.1016/j.leaqua.2015.01.004

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, vol. 49, no. 11/12, pp. 1751-1776. https://doi.org/10.1108/EJM-03-2014-0132

Conference contribution

He, H, Zhu, W, Wang, W & Wang, G 2017, Why and how does psychological empowerment matter to service workers? A moderated mediation test. in European Marketing Academy (EMAC). EMAC 2017, Groningen, Netherlands, 23/05/17.


Wang, W, He, H, Sahadev, S & Song, W 2018, 'Self-determination and service performance: the roles of service adaptiveness and openness to experience', Paper presented at SERVSIG 2018, Paris, France, 14/06/18 - 16/06/18.

View all publications in research portal