Project Title: The Impact of Cultural Appropriation and Appreciation on Different Types of Chinese Consumers

Year of Entry: 2024, Full-Time

Supervisors: Dr Gillian Brooks, Professor Giana M Eckhardt

Qianqian Wang is a PhD student in Marketing at King's Business School. Her research explores the intersection of culture and marketing, focusing on cultural appropriation and appreciation in luxury fashion campaigns that incorporate Chinese cultural elements. She is particularly interested in how cross-cultural marketing influences different consumer groups, drawing from her own international background as a Chinese national born and raised in Romania. She earned her MSc in International Marketing from King's Business School in 2023.