Ling Jiang

Background

About Ling Jiang

Ling Jiang is an Associate Professor in the Department of Marketing at ESG-UQAM, specializing in consumer behaviour and branding. She earned her PhD in Marketing from Aix-Marseille University (France) and completed a postdoctoral fellowship at the University of Victoria (Canada). Ling’s research contributes to understanding how cultural, social, and psychological factors influence consumer purchasing decisions, particularly in luxury products. Her work has been published in journals such as the Journal of Business Research, European Journal of Marketing, and International Marketing Review. She has also been presented at major international marketing conferences across North America, Europe, and Asia. Her current research, funded by the Social Sciences and Humanities Research Council of Canada and the Fonds de recherche du Québec, examines luxury branding, sustainable fashion consumption and the influence of social media on purchasing decisions, particularly among Millennials and Gen Z consumers. Alongside her research, Ling is dedicated to teaching and mentoring, helping students develop a deep understanding of branding, consumer perception, and ethical marketing practices.