• 8 Castle Peak Road, Tuen Mun

    Hong Kong

  • 121 Scopus Citations
  • 7 Scopus h-Index
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Personal profile

Chinese Name


Research interests

Marketing measurement, New product and innovation management, E-commerce and social media, Consumer behavior

Fingerprint Dive into the research topics where Ling PENG is active. These topic labels come from the works of this person. Together they form a unique fingerprint.

  • 3 Similar Profiles
Testing Business & Economics
Manipulation Business & Economics
Counterfeit Business & Economics
New products Business & Economics
Product review Business & Economics
Consumer response Business & Economics
Discrepancy Business & Economics
Online reviews Business & Economics

Network Recent external collaboration on country level. Dive into details by clicking on the dots.

Projects 2011 2020

Research Output 2008 2019

A Multi-Facet Item Response Theory Approach to Improve Customer Satisfaction Using Online Product Ratings

PENG, L., CUI, G., CHUNG, Y. H. & LI, C., Sep 2019, In : Journal of the Academy of Marketing Science. 47, 5, p. 960-976 17 p.

Research output: Journal PublicationsJournal Article (refereed)

Item response theory
Customer satisfaction
Product attributes

Discount, coupon, or both? An empirical data-based analysis for online garment retailers’ optimal promotion strategies

LIU, Y., LENG, M. & PENG, L., 5 Jan 2019.

Research output: Other Conference ContributionsPresentationPresentation

Empirical data

Cross-cultural effects of self-discrepancy on the consumption of counterfeit branded luxuries

XIAO, J., LI, C. & PENG, L., 10 Sep 2018, In : Asia Pacific Journal of Marketing and Logistics. 30, 4, p. 972-987 16 p.

Research output: Journal PublicationsJournal Article (refereed)

Social risk


Best Paper Award

Ling PENG (Recipient), 7 Dec 2014

Prize: Prize / Award