Xiaoye Chen

Dr. Chen received her doctorate in Marketing from McGill University, Canada, and joined North Central College in 2012. Her first-author research has been published in peer-reviewed academic journals, including the European Journal of Marketing, Journal of Product and Brand Management, Asian Journal of Business Ethics, Marketing Management Journal, Society and Business Review, etc. She has presented her research at leading national and international academic conferences, such as the American Marketing Association Educators’ Conference, the Association for Consumer Research Conference, and the Society for Marketing Advances Conference.

At North Central College, Dr. Chen has taught a wide range of courses, including Principles of Marketing, Professional Selling, Globalization and Business, International Marketing (undergraduate and MBA), Consumer Behavior, and Global Marketing Management (MBA).

Selected Scholarship

Chen, X., Hu, H., Huang, R., & Smith, D. (2025). Impermanence as the basis of Buddhist morality and its effects on consumption attitudes and well-being. Asian Journal of Business Ethics. https://doi.org/10.1007/s13520-025-00245-9

Huang, R., Yang, G., Chen, X. and Chen, Y. (2024), "The effect of CEOs’ being the only children in the family on their CSR engagement", Society and Business Review, Vol. 19 No. 2, pp. 286-315. https://doi.org/10.1108/SBR-01-2023-0033.

Donnavieve Smith and Xiaoye Chen (2019), “Brand experience, flow and brand app loyalty: examining consumerdecision making within branded mobile apps”, Marketing Management Journal, Volume 28, Issue 2.  

Xiaoye Chen, Rong Huang, Zhiyong Yang, Laurette Dube, (2018) "CSR types and the moderating role of corporate competence", European Journal of Marketing, Vol. 52, Issue: 7/8. 

Xiaoye Chen, Rong Huang, (2018) "The impact of diverse corporate social responsibility practices on consumer product evaluations", Journal of Product & Brand Management, Vol. 27 Issue: 6, pp.701-715

Donnavieve Smith and Xiaoye Chen (2018), “Brand experience, flow and brand app loyalty: examining consumer decision making within branded mobile apps”, Marketing Management Journal, Volume 28, Issue 2. 

Xiaoye Chen (2017), “Bridging Corporate Social Responsibility and Consumer’s Corporate Brand Evaluations—Understanding Consumers’ Psychological Processes”, Journal of Research for Consumers, Issue 31