Ronnie (Chuang Rang) Gao, PhD

Awards & Honours

• Best Paper Award, Christian Business Faculty Association (CBFA) Conference, (2022)
• Grant, Center for Customer Insights, Yale University, (2014)
• International Presentation Award, Drexel University, (2014)
• Excellence in Teaching Award, Marketing Department, Drexel University (2013)
• Grants, Marketing Department, Drexel University (2011-2014)
• Grants, Office of Graduate Studies, Drexel University (2012-2013)

Recent Publications

• Gao, Ronnie Chuang-Rang (2026), “Reduced services for environmental reasons: How availability of choice and environmental priming shape consumer attitudes,” European Journal of Marketing, 60(6), 1467-1505.
• Gao, Ronnie Chuang-Rang (2023), “A Cross-cultural Investigation on Consumer Responses to Failures of Domestic and Foreign Products,” Journal of International Consumer Marketing, 35(5), 502-525.
• Gao, Ronnie Chuang-Rang and Kevin Sawatsky (2022), “Motivations in Faith-Based Organizations: An Empirical Inquiry,” Christian Business Review, 11, 22 - 41.
• Gao, Ronnie Chuang-Rang and Kevin Sawatsky (2022), “Examining Motivational Factors’ Effects in Faith-Based Organizations,” Christian Business Faculty Association (CBFA) 2022 Conference Proceedings, 308.
• Gao, Ronnie Chuang-Rang, William Murphy, and Rolph E. Anderson (2020), “Transformational Leadership Effects on Salespeople’s Attitudes, Striving, and Performance,” Journal of Business Research, 110, 237 - 245.
• Gao, Ronnie Chuang-Rang (2019), “Do Product Failure Type and Product Country of Origin Matter in Consumer Attitudes toward Product Failures? A Two-Country Study,” in Understanding Complexity, Transforming the Marketplace, Vol. 30, eds. Son K. Lam, Markus Giesler and Xueming Luo. Chicago: American Marketing Association, MC27 - MC28.
• William Murphy, and Gao, Ronnie Chuang-Rang (2019), “Transformational Leadership Effects on Salespeople’s Attitudes, Striving, and Performance,” Proceedings of the European Marketing Academy, 48 (5690).
• Gao, Ronnie Chuang-Rang, Rolph E. Anderson, Swaminathan Srini, and Hyokjin Kwak (2018), “Transformational Leadership and Salesperson Job Satisfaction: The Mediating Effects of Psychological Empowerment and Employee Vigor,” in Big Ideas and New Methods in Marketing, Vol. 29, eds. David Gal, Kelly Hewett and Satish Jayachandran, Chicago: American Marketing Association, SS29 - SS30.
• Gao, Ronnie Chuang-Rang, Yanliu Huang, and Trina L. Andras (2017), "“Subtle or Salient?” Examining Mainstream Consumers’ Attitudes toward Ethnic-Targeting Services with Different Cultural Salience Levels", in Innovation and Sustainability in Marketing, Vol. 28, eds. Kelly Haws, Mark B. Houston, and Charles H. Noble, Chicago: American Marketing Association, G30 - G31.
• Gao, Ronnie Chuang-Rang, Yanliu Huang, and Trina L. Andras (2016), “Comparing Mainstream and Ethnic Consumers’ Reactions to Ethnic-Targeting Services,” in What Happens in Marketing, Stays Digital: Rethinking Marketing for Success in the Era of Unlimited Data, Vol. 27, eds. Charles F. Hofacker and Thorsten Hennig-Thurau, Chicago: American Marketing Association, F-2 - F-3.
• Gao, Ronnie Chuang-Rang, Rolph E. Anderson, and Swaminathan Srini (2016), “Transformational Leadership and Salesperson Job Performance: Mediating Effects of Accomplishment Striving and Perceived Self-Efficacy,” in What Happens in Marketing, Stays Digital: Rethinking Marketing for Success in the Era of Unlimited Data, Vol. 27, eds. Charles F. Hofacker and Thorsten Hennig-Thurau, Chicago: American Marketing Association, E-3 - E-4.
• Gao, Ronnie Chuang-Rang, Yanliu Huang, and Trina L. Andras (2015), “An Enduring Personal Orientation or a Situational Characteristic? Examining the Nature of Cosmopolitanism,” in Improving Business Practice Through Marketing Insight, Vol. 26, eds. Michael Ahearne, and Douglas E. Hughes, Chicago: American Marketing Association, H-6 - H-7.
• Gao, Ronnie Chuang-Rang, Trina L. Andras and Yanliu Huang (2013), “Investigating the Interrelatedness among Consumer Animosity, Cosmopolitanism, and Consumer Ethnocentrism: A Two-country Study,” in Challenging the Bounds of Marketing Thought, Vol. 24, eds. Jim Burroughs and Aric Rindfleisch, Chicago: American Marketing Association, 351 - 352.
• Gao, Ronnie Chuang-Rang and Rolph E. Anderson (2013), “Psychological Empowerment and the Mediating Effects of Motivation and Employee Vigor,” in Challenging the Bounds of Marketing Thought, Vol. 24, eds. Jim Burroughs and Aric Rindfleisch, Chicago: American Marketing Association, 151 - 152.
• Gao, Ronnie Chuang-Rang and Rajneesh Suri (2012), “In the Name of Environmental Friendliness: Effects on Attitudes towards the Service,” in NA-Advances in Consumer Research, Vol. 40, eds. Zeynep Gurhan-Canli, Cele Otnes, and Juliet Rui Zhu, Duluth, MN: Association for Consumer Research, 1127.
• Gao, Ronnie Chuang-Rang, Yanliu Huang, and Trina L. Andras (2012), “Examining Ethnic Consumers' Attitudes toward Ethnic Enterprises,” in Marketing Theory and Applications, Vol. 23, eds. Sundar Bharadwaj and John Hulland, Chicago: American Marketing Association, 364 - 365.

Selected Conference Presentations

• Gao, Ronnie Chuang-Rang and Kevin Sawatsky (2022), “Examining Motivational Factors’ Effects in Faith-Based Organizations,” Christian Business Faculty Association (CBFA) Conference, October 2022, Shawnee, OK, U.S.A. 
• William Murphy, and Gao, Ronnie Chuang-Rang (2019), “Transformational Leadership Effects on Salespeople’s Attitudes, Striving, and Performance,” European Marketing Academy Conference (EMAC), May 2019, Hamburg, Germany.
• Gao, Ronnie Chuang-Rang (2019), “Do Product Failure Type and Product Country of Origin Matter in Consumer Attitudes toward Product Failures? A Two-Country Study,” American Marketing Association (AMA) Winter Academic Conference, February 2019, Austin, TX, U.S.A.
• Gao, Ronnie Chuang-Rang, Rolph E. Anderson, Swaminathan Srini, and Hyokjin Kwak (2018), “Transformational Leadership and Salesperson Job Satisfaction: The Mediating Effects of Psychological Empowerment and Employee Vigor,” American Marketing Association (AMA) Summer Academic Conference, August 2018, Boston, MA, U.S.A.
• Gao, Ronnie Chuang-Rang, Yanliu Huang, and Trina L. Andras (2017), ““Subtle or Salient?” Examining Mainstream Consumers’ Attitudes toward Ethnic-Targeting Services with Different Cultural Salience Levels,” American Marketing Association (AMA) Summer Academic Conference, August 2017, San Francisco, CA, U.S.A.
• Gao, Ronnie Chuang-Rang, Yanliu Huang, and Trina L. Andras (2017), ““Your Service Negatively Affected Me”: Examining Mainstream Consumers’ Attitudes toward Ethnic-Targeting Services,” American Marketing Association (AMA) Winter Academic Conference, February 2017, Orlando, FL, U.S.A.
• Gao, Ronnie Chuang-Rang, Yanliu Huang, and Trina L. Andras (2016), “Comparing Mainstream and Ethnic Consumers’ Reactions to Ethnic-Targeting Services,” American Marketing Association (AMA) Winter Marketing Academic Conference, February 2016, Las Vegas, NV, U.S.A.
• Gao, Ronnie Chuang-Rang, Rolph E. Anderson, and Swaminathan Srini (2016), “Transformational Leadership and Salesperson Job Performance: Mediating Effects of Accomplishment Striving and Perceived Self-Efficacy,” American Marketing Association (AMA) Winter Marketing Academic Conference, February 2016, Las Vegas, NV, U.S.A.
• Gao, Ronnie Chuang-Rang, Yanliu Huang, and Trina L. Andras (2015), “An Enduring Personal Orientation or a Situational Characteristic? Examining the Nature of Cosmopolitanism,” American Marketing Association (AMA) Summer Marketing Educator’s Conference, August 2015, Chicago, IL, U.S.A.
• Gao, Ronnie Chuang-Rang, Yanliu Huang, and Trina L. Andras (2014), “Examining the Effects of Animosity, Consumer Ethnocentrism, and Cosmopolitanism on Consumers’ Attitudes toward Products from Adversarial Country: A Two-Country Study,” China India Insights Conference by Yale University, July 2014, Lijiang, Yunnan, China.
• Gao, Ronnie Chuang-Rang, Yanliu Huang, and Trina L. Andras (2013), “Examining Mainstream Consumers’ Reactions toward Ethnic-Targeting Services,” China India Insights Conference by Yale University, September 2013, New York, NY, U.S.A.
• Gao, Ronnie Chuang-Rang and Rolph E. Anderson (2013), “Psychological Empowerment and the Mediating Effects of Motivation and Employee Vigor,” American Marketing Association (AMA) Winter Marketing Educator’s Conference, February 2013, Las Vegas, NV, U.S.A.
• Gao, Ronnie Chuang-Rang, Trina L. Andras and Yanliu Huang (2013), “Investigating the Interrelatedness among Consumer Animosity, Cosmopolitanism, and Consumer Ethnocentrism: A Two-country Study,” American Marketing Association (AMA) Winter Marketing Educator’s Conference, February 2013, Las Vegas, NV, U.S.A.
• Gao, Ronnie Chuang-Rang and Rajneesh Suri (2012), “In the Name of Environmental Friendliness: Effects on Attitudes toward the Service,” 43rd Annual Association for Consumer Research (ACR) Conference, October, 2012, Vancouver, BC, Canada.
• Gao, Ronnie Chuang-Rang, Yanliu Huang, and Trina L. Andras (2012), “Examining Ethnic Consumers' Attitudes toward Ethnic Enterprises,” American Marketing Association (AMA) Winter Marketing Educator’s Conference, February 2012, St. Petersburg, FL, U.S.A.

Affiliations & Memberships

• American Marketing Association (AMA)
• Association for Consumer Research (ACR)