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Zhi Lu

Gustavson researcher Zhi Lu

Associate Professor

Office: BEC 216 250-472-5960
Area of expertise:
Strategic marketing, innovation and technology, sustainability


Dr. Zhi Lu is an associate professor of marketing and innovation at the Peter B. Gustavson School of Business, University of Victoria. His PhD is in Marketing from the Pennsylvania State University. His current scholarly interest is in 3 domains: strategic marketing, innovation and technology (artificial intelligence and big data) and sustainability. His research has been published in premier marketing and interdisciplinary academic journals, including Journal of Marketing Research, Journal of Retailing, California Management Review, Journal of Association for Consumer Research, Annals of Tourism Research, International Journal of Hospitality Management, Science of the Total Environment, Environmental Impact Assessment Review, Habitat International, Growth & Change, Computers, Materials & Continua, Intelligent Automation & Soft Computing and Asia Pacific Journal of Innovation and Entrepreneurship, among others. He serves as the vice-chair of community and industry outreach for AMA Entrepreneurial Marketing SIG.

Dr. Lu is passionate about inspiring and teaching and has won 2 university-wide teaching awards. Prior to the Gustavson School of Business, he taught marketing courses at the Pennsylvania State University and Fudan University. He also has held past visiting positions at the University of California, San Diego, the University of Oregon, Kyushu University in Japan and the University of Nebraska-Lincoln. He is an affiliated researcher at Reynolds & Reynolds Sales Leadership Institute at Texas A&M University.


Courses taught

  • Data-Driven Decision Making (MBA)
  • Marketing Principles and Management (BCom)
  • Customer Experience Management (BCom)

Selected publications

Journal publications

Kumar, A., Shi, H., Skiba, J., Saini, A., and Lu, Z. (2023), Impact of Buying Groups on Buyer-Supplier Relationships: Group-Dyad Interactions in Business-to-Business Markets, Journal of Marketing Research. (ABDC A*, AJG 4*, Impact Factor 6.66, CiteScore 8.1)

Lu, Z., Bolton, L., Ng, S., and Chen,H. (2020), The Price of Power: How Firm’s Market Power Affects Perceived Fairness of Price Increases? Journal of Retailing, Vol. 96(2): 220-234. (ABDC A*, AJG 4, Impact Factor 5.25, CiteScore 11.8)

Fan, A., Lu, Z., and Mao, E. (2022), To Talk or To Touch: Unraveling Consumer Responses to Hotel In-room AI-powered Voice Assistant and Touch Panel, International Journal of Hospitality Management, Vol. 101(Feb): 1-10. (ABDC A*, AJG 3, Impact Factor 10.43, CiteScore 12.9)

Huang, H., Liu, S., and Lu, Z. (2022), When and Why Language Assertiveness Affects Online Review Persuasion? Journal of Hospitality & Tourism Research, 1-29. (ABDC A, AJG 2, Impact Factor 4.32, CiteScore 6.8)

Pei, J., Lu, Z., and Yang, X. (2022), What Drives People to Repost Social Media Message During COVID-19 Pandemic? Evidence from Weibo News Microblog, Growth & Change, 53(4), 1609-26. (ABDC B, AJG 2, Impact Factor 2.20, CiteScore 2.2) https://doi. 10.1111/grow.12573

Huang, L., Lu, Z., and Rajagopal, P. (2021), Numbers not Lives: AI Dehumanization Undermines COVID-19 Preventive Intentions, Journal of the Association for Consumer ResearchVol.7(1): 63-71(ABDC B, Impact Factor 2.08, CiteScore 5.6)

Lu, Z., Mattila, A., and Liu, S. (2021), When Customers Like Preferential Recovery (And When Not)? Annals of Tourism Research, Vol. 87(Mar), 1-14. (ABDC A*, AJG 4, Impact Factor 9.01, CiteScore 7.0)

Wu, C., Cui, H., Lu, Z., Yang, X., and McMurtrey, M. (2021), Big Data Knowledge Pricing Schemes for Knowledge Recipient Firms, Computers, Materials & Continua, Vol. 69(3):3275-87. (Impact Factor 3.77, CiteScore 4.6) https://doi:10.32604/cmc.2021.019969

Wu, C., Tan, N., Lu, Z., Yang, X., and McMurtrey, M. (2021), Strategies of Knowledge Pricing and the Impact on Firms’ New Product Development Performance, KSII Transactions on Internet and Information Systems, Vol. 15(8): 3068-85. (Impact Factor 0.86, CiteScore 1.4)

Yu, X., Huang, H., Liu, S., and Lu, Z. (2020), Signaling Authenticity of Ethnic Cuisines via Handwriting, Annals of Tourism Research. Vol. 85(Nov), 1-13. (ABDC A*, AJG 4, Impact Factor 9.01, CiteScore 7.0)

Wu, C., Yin, H., Yang, X., Lu, Z., , and McMurtrey, M. (2020), Pricing Method for Big Data Knowledge Based on a Two-Part Tariff Pricing Scheme, Intelligent Automation & Soft Computing, Vol. 26(5): 1173-84. (Impact Factor 1.65, CiteScore 1.9) https://doi:10.32604/iasc.2020.014961

Patterson, P., McColl-Kennedy, J., Smith, A., and Lu, Z. (2009), Customer Rage: Triggers, Tipping Points, and Take-Outs, California Management Review, Vol. 52 (1), 6-28. (Lead article). (ABDC A, AJG 3, Impact Factor 8.84, CiteScore 10.1)

Chen, S., Li, Y., Lu, Z., Li, R., and Chang, G. (2022), Investigating Multi-way Impacts of Transportation on Human Footprint: Evidence from China, Environmental Impact Assessment ReviewVol. 98 (Jan.), 1-10. (Impact Factor 6.12, CiteScore 7.6)

Pan, W., Wang, J., Lu, Z., Liu, Y., and Li, Y. (2021), High-quality Development in China: Measurement System, Spatial Pattern, and Improvement Paths, Habitat InternationalVol. 118 (Dec.), 1-10. (ABDC A, Impact Factor 5.37, CiteScore 8.8)

Li, Y., Zhang, X., Cao, Z., Liu, Z., Lu, Z., and Liu, Y. (2021), Towards the Progress of Ecological Restoration and Economic Development in China's Loess Plateau and Strategy for More Sustainable Development, Science of the Total Environment. Vol. 756(Feb), 1-14. (Impact Factor 7.96, CiteScore 10.5)

Pan, W., Wang, J., Lu, Z., and Li, Y. (2023), Swelling cities? Detecting China's Urban Land Transition Based on Time Series Data, Land. 12, 262. (Impact Factor 3.91, CiteScore 3.2)

Qin, X., Li, Y., Lu, Z., and Pan, W. (2020), What Makes Better Village Economic Development in Traditional Agricultural Areas of China? Evidence from 338 Villages, Habitat InternationalVol. 106(Dec), 1-11. (ABDC A, Impact Factor 5.37, CiteScore 8.8)

Lu, Z., Kahle, L., Sang M. Lee, S., and Lee, S. Y. (2012), Football Fans’ Contrasting Motivations: China, S. Korea, and the USA, Asia Pacific Journal of Innovation and Entrepreneurship, Vol. 6(1), 9-31.

Awards & grants

Recognition & awards

  • 2023 - Canadian Social Sciences and Humanities Research Council (SSHRC) Insight Grant Award

  • 2019 - Faculty representative, Robert Mittelstaedt Doctoral Symposium, University of Nebraska-Lincoln

  • 2018 - Marketing Strategy Consortium Faculty Fellow, Mizzou Marketing Strategy Consortium, Trulaske College of Business, University of Missouri

  • 2018 - Early-career Faculty Fellow, Marketing Strategy Consortium, University of Missouri Faculty representative, Robert Mittelstaedt Doctoral Symposium, University of Nebraska-Lincoln

  • 2016 - AMA Entrepreneurial Marketing SIG Doctoral Consortium Kauffman Fellow, AMA Entrepreneurial Marketing SIG & Kauffman Foundation

  • 2015 - Academy of Marketing Science Inaugural Doctoral Consortium Fellow, Academy of Marketing Science

  • 2015 - Haring Symposium Fellow, Haring Symposium

  • 2015 - William A. and Joan L. Schreyer Graduate Scholarship, Smeal College of Business, The Pennsylvania State University

  • 2013 - Frank P. and Mary Jean Smeal Endowment Fund Scholarship, Smeal College of Business, The Pennsylvania State University

  • 2013 - William A. and Joan L. Schreyer Graduate Scholarship, Smeal College of Business, The Pennsylvania State University



  • Smeal Competitive Research Grant, Funded by Smeal College of Business, The Pennsylvania State University (October 1, 2015 - May 31, 2016) ($800.00), Completed, Spring 2016, CoInvestigator Zhi Lu with CoInvestigator Hans Baumgartner

  • Smeal Competitive Research Grant on Sustainability, Funded by Smeal Sustainability Council, The Pennsylvania State University (January 1, 2014 - December 31, 2014) ($3,500.00), Completed, Spring 2014, CoPI Zhi Lu (50%) with CoPI Eunice Kim (50%)

  • Smeal Small Research Grants, Funded by Smeal College of Business, The Pennsylvania State University (January 1, 2013 - December 31, 2015) ($500.00), Completed, Fall 2013, PI Zhi Lu

  • Research on Branding and Specializing Strategy for Radio and Television Channels, Funded by National Administration of Radio, Film and Television Social Science Research Fund of China (January 1, 2009 - December 31, 2011) (¥100,000.00), Completed, Fall 2011, PI Zhi Lu

In Progress

    • Embracing or Omitting: How Do Technology Firms Leverage History to Thrive Their Innovations In The Marketplace?, Funded by Gustavson Executive Research Grant (May 1, 2019 - March 31, 2020), awarded April 30, 2019, Funded - In Progress, Spring 2019, PI Zhi Lu

    • AMA Summer Conference 2017 San Francisco, CA, Funded by UVic Scholarly Travel grants (August 3, 2017 - August 6, 2017), awarded June 16, 2017 ($1,350.00), Funded - In Progress, Summer 2017, Other Zhi Lu

    • AMA Winter Conference 2016, Orlando, FL, Funded by UVic Scholarly Travel grants (February 17, 2017 - August 19, 2017), awarded May 8, 2017 ($1,350.00), Funded - In Progress, Spring 2017, Other Zhi Lu