MA Lin

Associate Professor

Ph.D. in Humanities, University of Louisville, USA

教育背景 Education Background

2006-2010 Ph.D. in Humanities, University of Louisville, USA

2002-2005 M.A. in Cultural Studies, Beijing Foreign Studies University, PRC

1998-2002 B.A. in English, Beijing Foreign Studies University, PRC

工作经历 Work Experience

2005-present International Business School, Beijing Foreign Studies University

2022-present China Education Association for International Exchanges, China International Education Institute, guest professor

2022-2023 London Training Center of Bank of China, consultant and trainer on cross-cultural management

2017 ESCP Europe Business School, visiting scholar

2010 University of Michigan, CCMB, research program

2009-2010 Michigan State University, APRR, visiting scholar

2008 Staffordshire University, Business School, training program

2004 Australian National University, CASS, visiting scholar

教学研究 Taught Courses & Research Field

Courses

Intercultural Communication for Global Business

Consumer Behavior

Integrated Marketing Communications

Business Communication

Research interests

International marketing, consumer behavior, IMC, intercultural communication

科研成果 Achievements in Academic Research

Papers 

Lin Ma, Xuemei Bian, 2025, Follow the mind or the heart? Asymmetric influences of affective versus cognitive country images on customer-service provider relationships, International Business Review.

Lin Ma, 2025, The dissemination of Chinese brands by overseas Chinese-language media: Weibo data analysis based on natural language processing, Journal of Chongqing University of Posts and Telecommunications. (under review)

Lin Ma, Xuemei Bian, & Zening Song, 2024, Cognitive as opposed to affective country image: the moderating effect of cognition-affect intra-valence nature, Journal of Product & Brand Management.

Lin Ma, Zening Song, & Xuemei Bian, 2022, The asymmetric dominance of cognitive versus affective country image in driving purchase: Conditioning roles of cognition-affect intra-valence nature and product type, International Business Review.

Lin Ma, Huayong Niu, & Lang Gui, 2019, Evaluation of automobile brand marketing communication efficiency based on two-stage DEA, Proceedings of the 19th National Conference on Science and Technology Evaluation.

Lin Ma, Huirong Zhan, & Weiyu Zhao, 2018, Efficiency evaluation of influencers on BBS based on super-efficiency DEA model, Proceedings of the 18th National Conference on Science and Technology Evaluation. 

Lin Ma & Zhao Zhang, 2018, The inheritance and dissemination of Chinese culture by overseas Chinese in the UK under the new environment, The Inheritance and Dissemination of Chinese Culture by Overseas Chinese.

Lin Ma & Chen Liu, 2017, The spread of Chinese culture among overseas Chinese-A case study of the reception of Chinese movies by overseas Chinese in the UK, Overseas Chinese Studies.

Lin Ma, 2013, Electronic Word-of-Mouth on Microblogs: A cross-cultural content analysis of Twitter and Weibo，Intercultural Communication Studies.

Lin Ma, 2013, A Strategic Use of the Communication Mix in Destination Marketing, Modern Communication.

Lin Ma, 2012, Public Signs Translation and City Image Building: Based on the Case of Chongqing, Foreign Language and Literature.

Lin Ma, 2011, The Reception of Postmodern Advertising: A Comparative Study of Chinese and US Consumers, Modern Communication.

Lin Ma, 2009, An Empirical Study on Generation Effect of Word Retrieval in Second Language Vocabulary Learning, Journal of Sichuan International Studies University.

Lin Ma, 2008, The Representation of the Orient in Western Women Perfume Advertisements: A Semiotic Analysis, Intercultural Communication Studies. 

Lin Ma, 2008, Pictorial Metaphor in Advertising and Consumer Interpretation of Its Cultural Meaning, China Media Research.

Books

The History of Chinese Ceramics, Springer, translator，2023.

The Dual-Entity of Market Competition: Establishment and Development of Mezzoeconomics, Routledge, translator，2021.

Postmodern Advertising and Its Reception:?A Cross-Cultural Perspective, University of International Business and Economics Press, author, 2012.

Research Funding

International Marketing Communication Strategies of Chinese Brands from Beijing Based on Country and City image, Beijing Social Science Fund. 

Building Chinese Brand through Overseas Chinese, All-China Federation of Returned Overseas Chinese Research Fund.

The History of Chinese Porcelain, National Social Science Fund of China.

Country of Origin Effect and International Branding Strategy for Chinese Brands, BFSU Research Fund.

Word-of-Mouth on Microblogs: a cross-cultural study, “Young Elites in Higher Education Program” by Beijing Municipal Education Commission.

Intentional Social Action of Microbloggers, BFSU Research Fund.

Intercultural Conflict Management, Chinese Ministry of Education.

Internationalization of Undergraduate Education in Economics and Management, Chinese Ministry of Education.

Australian NGOs in China, Australia-China Council Research Fund.

荣誉奖励 Honors and Awards

2019-2025, Excellent Teaching Award, by International Business School of Beijing Foreign Studies University

2007, Chen Meijie Prize for excellence in teaching, by Beijing Foreign Studies University