Dr. Hsing-Hua Stella Chang is a tenured Associate Professor of International Business and Strategic Management at National Taichung University of Education, specializing in Internationalization Strategy, International Brand-Building Competitive Strategy, and Corporate Sustainability Strategy. She serves as the Advisory Consultant for Total Brand Management at the Taiwan Excellent Brand Association, affiliated with the Ministry of Economic Affairs, R.O.C.
Dr. Chang’s journey toward internationalization began with her studies in the United Kingdom and soon unfolded into more than nine years of living independently in the United Arab Emirates, Singapore, Germany, and France. This formative period shaped her cross-cultural acuity, deepened her cognitive flexibility, and expanded her intellectual horizons, laying the foundation for a global worldview that continues to inform her scholarship and practice.
Before entering academia, she served as a Senior Cabin Crew Manager and Global Brand Ambassador with Emirates Airlines, during which she traveled extensively across Europe, Asia, the Americas, Africa, and Oceania—covering more than 60 countries and 300 cities. These experiences provided a solid grounding in the realities of international brand management and enriched her understanding of global branding dynamics.
Her research integrates rigorous academic inquiry with industry practice, strengthened by years of experience as a strategic brand consultant for leading Taiwanese industry associations. Her scholarly contributions have been published in leading SSCI journals, including Journal of International Marketing, Industrial Marketing Management, and International Marketing Review, among others, positioning her at the intersection of theoretical depth and managerial relevance in the fields of competitive branding and strategic management.
張馨化博士為國立臺中教育大學國際企業與策略管理領域之專任副教授，專長於國際化策略、國際品牌競爭策略與企業永續策略。同時擔任台灣精品品牌協會之全方位品牌管理 策略顧問，協助推動台灣品牌的國際發展。
張博士的國際化歷程始於英國的求學，並延展為長達九年多的海外獨立旅居，足跡遍及阿拉伯聯合大公國、新加坡、德國與法國。在此過程中，她培養了跨文化敏銳度、認知彈性與深厚的國際視野，奠定其今日學術與實務並進的基礎。
投入學術界之前，張博士曾任阿聯酋航空副座艙長暨全球品牌大使，旅程橫跨歐、亞、美、非與大洋洲，造訪超過六十國、三百座城市，累積紮實而細膩的國際品牌觀察與實務體驗。這段經歷拓展她的全球視野，並且深化她對國際品牌策略的理解與反思。
其研究風格兼具學術嚴謹與產業洞察，並結合多年於台灣產業協會的策略型品牌顧問經驗。相關成果已發表於多本國際頂尖 SSCI 期刊，包括《Journal of International Marketing》、《Industrial Marketing Management》及《International Marketing Review》，在競爭性品牌與策略研究領域展現理論深度與實務影響力。
PhD in International Business, Strategic Management at National Sun Yat-sen University, Taiwan, R.O.C. (attainment in Jan. 2021) 國立中山大學企業管理學系博士，主修國際企業、策略管理
Outstanding Doctoral Dissertation Award (Dissertation Title: Branding Capability and Internationalization: The Case of Emerging-Market Small and Medium-Sized Enterprises), National Sun Yat-sen University, 2020. 國立中⼭⼤學優秀博⼠論⽂傑出獎
MA program in Translation and Interpreting at Newcastle University, Newcastle upon Tyne, North East England (attainment in May 2004) 英國新堡大學口筆譯研究所
International Business, Strategic Management, Strategic Brand Management 國際企業、策略管理、策略性品牌管理
Feb. 2025- Present Associate Professor (tenured) of IMBA at National Taichung University of Education, Taiwan, R.O.C. 國立臺中教育大學 國際經營管理碩士學位學程 專任副教授
Aug. 2023-Jan. 2025 Assistant Professor (tenured) of IMBA at National Taichung University of Education, Taiwan, R.O.C. 國立臺中教育大學 國際經營管理碩士學位學程 專任助理教授
Aug. 2021-Jul. 2023 Assistant Professor (tenure-track) of IMBA at National Taichung University of Education, Taiwan, R.O.C. 國立臺中教育大學 國際經營管理碩士學位學程 專任助理教授
Apr. 2024-Present Advisory Consultant for Total Brand Management at Taiwan Excellent Brand Association (affiliated with Ministry of Economic Affairs), Taiwan, R.O.C. 台灣精品品牌協會 全面品牌管理 諮詢顧問
Jul. 2019-Present Secretary-General & Editor-in-Chief at Kaohsiung Association of Industrial Competitiveness Research, Taiwan, R.O.C. 高雄市產業競爭力研究協會秘書長兼總編輯
2010-2020 International Business Conference Interpreter (Ministry of Education Accreditation No. 1010074), Taiwan, R.O.C. 中英雙向同步暨逐步國際會議口譯 (教育部 臺譯證字第1010074號）
May 2004-Dec. 2009 Global Brand Ambassador (Senior Cabin Crew Manager), Emirates Airlines, United Arab of Emirates 阿拉伯聯合大公國 阿聯酋航空公司 副座艙長/全球品牌大使
Hsing-Hua Stella Chang*, Cher-Min Fong, Ku-Yuan Wang (2025, Apr). Social dilemmas in small enterprises’ intention to switch to green supply with a premium price. Corporate Social Responsibility and Environmental Management. http://doi.org/10.1002/csr.3208. (SSCI; top 5%). 第一作者、通訊作者
Hsing-Hua Stella Chang*, Cher-Min Fong (2025, Feb). Sustainable procurement decisions of industrial SMEs: A social exchange theory perspective. Industrial Marketing Management, Vol. 125, pp. 400–412. https://doi.org/10.1016/j.indmarman.2025.01.017 (SSCI; top 5%) 第一作者、通訊作者 (國科會管理二學門產業行銷領域推薦之學術期刊)
Hsing-Hua Stella Chang, Gary Knight*, Cher-Min Fong (2024, Dec). Marketing Capabilities, Strategy, and Performance in the International SME, Journal of International Marketing, Vol. 32(4), pp. 21-37. https://doi.org/10.1177/1069031X231221804 (SSCI; Q1) 第一作者 (國科會管理一學門國際企業、策略領域推薦之學術期刊)
Hsing-Hua Stella Chang*; Cher-Min Fong; Min-Hua Chang (2024, Jun). Building a value-creating brand in internationalizing small and medium-sized enterprises. International Marketing Review, Vol. 41 No. 3/4, pp. 593-614. https://doi.org/10.1108/IMR-05-2023-0085 (SSCI; Q1) 第一作者、通訊作者 (國科會管理一學門國際企業、策略領域推薦之學術期刊)
Hsing-Hua Stella Chang (2024, Apr). Sustainability competence in small and medium exporters: Determinant and outcomes. Business Strategy and the Environment. https://doi.org/10.1002/bse.3775 (SSCI; top 5%) 第一作者、通訊作者
Hsing-Hua Stella Chang*; Cher-Min Fong; I-Hung Chen (2024, Apr). Revisiting consumer responses in situational animosity: a reference group perspective. Journal of Product & Brand Management,Vol. 33 No. 5, pp. 545-560. https://doi.org/10.1108/JPBM-05-2023-4521 (SSCI; Q1) 第一作者、通訊作者
Cher-Min Fong, Hsing-Hua Stella Chang*, Yu-Lin Han (2022, Nov). Animosity, Preference Conflict, and Consumption Context in an International Crisis: A Normative Influence Perspective. International Marketing Review, 39(6): 1285-1308. https://doi.org/10.1108/IMR-07-2021-0219 (SSCI; Q1) 通訊作者 (國科會管理一學門國際企業、策略領域推薦之學術期刊)
Cher-Min Fong, Hsing-Hua Stella Chang*, Mong-Ching Lin, I-Hung Chen (2022, Sep). Reexamining emerging market animosity toward western developed countries: a social dilemma in physical retailing consumption under normative influence. Journal of Retailing and Consumer Services, Volume 68, September 2022, 103041. https://doi.org/10.1016/j.jretconser.2022.103041 (SSCI; top 5%) 通訊作者
Cher-Min Fong, Hsing-Hua Stella Chang*, Pei-Chun Hsieh, Hui-Wen Wang (2021, Nov). The impact of service category and brand positioning on consumer animosity in the service sector – a social identity signaling perspective . Journal of Product & Brand Management, Vol. 30 No. 8, pp. 1229-1246. https://doi.org/10.1108/JPBM-01-2020-2718 (SSCI; Q1) 通訊作者
Cher-Min Fong, Hsing-Hua Stella Chang*, Hui-Wen Wang (2021, Sep). The Antecedents and Consequences of Local Product-Ethnicity Perception—A Study of an Asian Advanced Emerging Market. Journal of International Marketing, 29 (4), 62-78. https://doi.org/10.1177/1069031X211009215 (SSCI; Q1) 通訊作者 (國科會管理一學門國際企業、策略領域推薦之學術期刊)
Cher-Min Fong, Hsing-Hua Stella Chang* (2021, Jun). Chief Marketing Officer and Internationalization—A Resource-based View. Asia Pacific Journal of Marketing and Logistics, Volume 33 Issue 7, pp. 1615-1629. https://doi.org/10.1108/APJML-03-2020-0185 (SSCI; Q2) 通訊作者
Cher-Min Fong, Hsing-Hua Stella Chang* (2022, Dec). Postacquisition asset redeployment and marketing adaptation: a consumer perspective [SSCI impact factor: 3.422]. International Journal of Emerging Markets, 17 (10): 2721-2739. https://doi.org/10.1108/IJOEM-05-2020-0558 (SSCI; Q2) 通訊作者
I-Hung Chen*, Cher-Min Fong, Hsing-Hua Stella Chang, Jen-Hsien Lin (2022, Aug). Successful Application of Team Resource Management in Scrub Typhus Infection with Septic Shock. International Journal of Environmental Research and Public Health, 19(17), pp. 1-5. https://doi.org/10.3390/ijerph191710683 (SSCI)
方至民、張馨化（2025）。企業如何有效經營B2B品牌、優化品牌價值。《中華民國全國工業總會會刊：產業如何因應全球新變局》(下集)，第666期，2025年9月。Fong, C.-M. & Chang, H.-H. (2025). How Enterprises Can Effectively Manage B2B Brands and Optimize Brand Value (Part Two). Monthly Journal of the Chinese National Federation of Industries: Federation of Industries White Paper, Issue 666, September2025
方至民、張馨化（2025）。企業如何有效經營B2B品牌、優化品牌價值。《中華民國全國工業總會會刊：產業如何因應全球新變局》(上集)，第665期，2025年8月。Fong, C.-M. & Chang, H.-H. (2025). How Enterprises Can Effectively Manage B2B Brands and Optimize Brand Value (Part One). Monthly Journal of the Chinese National Federation of Industries: How Industries Should Respond to Global Changes, Issue 665, August 2025.
方至民、張馨化（2023）。卓越飛輪的續航力❨六❩。《社團法人高雄市產業競爭力研究協會知識平台：企業經營策略》。Fong, C.-M. & Chang, H.-H. (2023). The Endurance of the Excellence Flywheel (VI). Knowledge Platform of the Kaohsiung Association of Industrial Competitiveness Research: Business Management Strategies.
方至民、張馨化（2023）。卓越飛輪的續航力❨五❩。《社團法人高雄市產業競爭力研究協會知識平台：企業經營策略》。Fong, C.-M. & Chang, H.-H. (2023). The Endurance of the Excellence Flywheel (V). Knowledge Platform of the Kaohsiung Association of Industrial Competitiveness Research: Business Management Strategies.
方至民、張馨化（2023）。卓越飛輪的續航力❨四❩。《社團法人高雄市產業競爭力研究協會知識平台：企業經營策略》。Fong, C.-M. & Chang, H.-H. (2023). The Endurance of the Excellence Flywheel (IV). Knowledge Platform of the Kaohsiung Association of Industrial Competitiveness Research: Business Management Strategies.
方至民、張馨化（2023）。卓越飛輪的續航力❨三❩。《社團法人高雄市產業競爭力研究協會知識平台：企業經營策略》。Fong, C.-M. & Chang, H.-H. (2023). The Endurance of the Excellence Flywheel (III). Knowledge Platform of the Kaohsiung Association of Industrial Competitiveness Research: Business Management Strategies.
方至民、張馨化（2023）。卓越飛輪的續航力❨二❩。《社團法人高雄市產業競爭力研究協會知識平台：企業經營策略》。Fong, C.-M. & Chang, H.-H. (2023). The Endurance of the Excellence Flywheel (II). Knowledge Platform of the Kaohsiung Association of Industrial Competitiveness Research: Business Management Strategies.
方至民、張馨化（2023）。卓越飛輪的續航力❨一❩。《社團法人高雄市產業競爭力研究協會知識平台：企業經營策略》。Fong, C.-M. & Chang, H.-H. (2023). The Endurance of the Excellence Flywheel (I). Knowledge Platform of the Kaohsiung Association of Industrial Competitiveness Research: Business Management Strategies.
Acknowledged in the "Acknowledgment" section of Essentials of Strategic Management – Applied Orientation (策略管理概論 – 應用導向) by 方至民 (2025), an MBA-level textbook. Contributed by writing case studies and collecting information to facilitate the writing process.
Hsing-Hua Stella Chang*, Tung-Lin Tsai (2025, Jun). Strategic Branding Conduct for Latecomer Firms: A Unique Internationalization Process. Academy of International Business (AIB) 2025 Louisville Conference, Louisville, US. 第一作者、通訊作者 (國科會管理一學門推薦之國際學術會議)
Hsing-Hua Stella Chang*, Tung-Lin Tsai (2025, Jun). Emerging-market Branding strategies for Internationalization. Asia Academy of Management (AAOM) Special Conference, Bangkok, Thailand. 第一作者、通訊作者 (國科會管理一學門推薦之國際學術會議)
Hsing-Hua Stella Chang* (2025, May). Revisiting the strategy-structure-performance paradigm: Sustainable brand transformation. Strategic Management Society (SMS), Special Conference, Palermo, Italy. 第一作者、通訊作者 (國科會管理一學門推薦之國際學術會議)
Hsing-Hua Stella Chang* (2024, Dec). Antecedents and Consequences of International Branding Capability in SMEs. Presented at the 50th Conference of the European International Business Academy (EIBA 2024), Finland. 第一作者、通訊作者 (國科會管理一學門推薦之國際學術會議)
Hsing-Hua Stella Chang*, Ku-Yuan Wang (2024, Dec). Building International Branding Capability in Small and Medium Enterprises. Presented at The Academy of International Business (AIB) Asia Pacific 2024 Conference, Guangzhou, China. 第一作者、通訊作者 (國科會管理一學門推薦之國際學術會議)
Hsing-Hua Stella Chang*, Min-Hua Chang, Tsai-Hsin Cheng (2023, Jul).
Industrial Branding Capability: The Case of Latecomer Small and Medium-sized Enterprises. Presented at the Academy of International Business (AIB) 2023 Warsaw Conference, Warsaw, Poland. 第一作者、通訊作者 (國科會管理一學門推薦之國際學術會議)
Hsing-Hua Stella Chang*, Mong-Ching Lin, Cher-Min Fong (2023, Feb).
The Effect of Social Media Influencer on Boycott Participation Through Attitude Toward the Offending Country in a Situational Animosity Context. Presented at the 17th International Conference on Management and Marketing Sciences (ICMAMS), Tokyo, Japan. 第一作者、通訊作者
Hsing-Hua Stella Chang*, Mong-Ching Lin, Cher-Min Fong (2023, Feb).
Branding Capability Developed from Country-Specific and Firm-Specific Resources for Internationalizing Small and Medium Enterprises. Presented at the 17th International Conference on Management and Marketing Sciences (ICMAMS), Pattaya, Thailand. 第一作者、通訊作者
Hsing-Hua Stella Chang*, Mong-Ching Lin, Tsai-Hsin Cheng (2022, Dec).
Internationalization of Industrial Marketers from Emerging Markets: Branding Capability, Firm-Specific and Country-Specific Advantages. Presented at the 2022 Academy of International Business Asia Pacific Regional Conference, Ningbo, China. 第一作者、通訊作者 (國科會管理一學門推薦之國際學術會議)
Cher-Min Fong, Hsing-Hua Stella Chang*, Yu-Lin Han, Chao-Cheng Chung (2021, Jul).
Product-Specific Symbolism and Consumer Animosity Effect: A Social Identity Perspective. Presented at AIB 2021, Miami (Online). 通訊作者 (國科會管理一學門推薦之國際學術會議)
Cher-Min Fong, Hsing-Hua Stella Chang*, Chao-Cheng Chung (2020, Jul).
When an Emerging-Market Company Hires a Developed-Country CEO. Presented at AIB 2020, Miami (Online). 通訊作者 (國科會管理一學門推薦之國際學術會議)
Cher-Min Fong, Chao-Cheng Chung, Hsiao-Hui Ho, Hsing-Hua Stella Chang* (2019, Feb). Consumer Animosity, Local Dominance, and International Joint Ventures. Presented at TAOM 2019, Bali, Indonesia. 通訊作者 (國科會管理一學門推薦之國際學術會議)
Cher-Min Fong, Hsiao-Hui Ho, Hsing-Hua Stella Chang*, Pei-Chun Hsieh (2019, Feb).
National Animosity and Marketing Standardization/Adaptation: A Cross-Country Study. Presented at AAOM 2019, Bali, Indonesia. 通訊作者 (國科會管理一學門推薦之國際學術會議)
Aug. 2024 - Jul. 2026 Exploring strategies and underlying mechanisms of brand building: Strategic transformation of small and medium enterprises from emerging markets (113-2410-H-142 -010 -MY2 National Science and Technology Council, Taiwan, R.O.C.) 【國科會計劃】 品牌建構策略與策略擬定機制：代工轉品牌之企業國際化策略 《學門：策略管理》
Aug. 2023 - Jul. 2024 Sustainability Competence in Exporting Small and Medium Enterprises (112-2410-H-142 -022 - National Science and Technology Council, Taiwan, R.O.C.) 【國科會計劃】建構永續競爭力：中小型外銷企業之永續發展策略導向、環境績效、市場績效（市場正當性與品牌權益）、財務績效《學門：國際企業》
Aug. 2022 - Jul. 2023 International Branding Capability and Performance in the International SME (111-2410-H-142-034- National Science and Technology Council, Taiwan, R.O.C.) 【國科會計劃】中小企業品牌國際化與國際市場經營績效《學門：國際企業》
Oct. 2021 - Sep. 2022 Branding capability and Internationalization: Firm-specific and Country-specific Advantages (110-2410-H-142-016- National Science and Technology Council, Taiwan, R.O.C.)【國科會計劃】品牌能力與國際化：國家專屬優勢與企業專屬優勢《學門：國際企業》
Aug. - Dec. 2025 CEO Branding Masterclass (Ministry of Economic Affairs, Taiwan, R.O.C.) 第九屆 品牌經營策略總裁班
Jun. - Nov. 2025 Brand Optimization and Total Brand Management Workshop (Ministry of Economic Affairs, Taiwan, R.O.C.) 品牌優化與全面品牌管理計畫
Jun. - Nov. 2024 Brand Optimization and Total Brand Management Workshop (Ministry of Economic Affairs, Taiwan, R.O.C.) 品牌優化與全面品牌管理計畫
2024-2025 The Impact of Middle and Senior Management Characteristics and Organizational Adjustment Capacity on Sustainable Innovation in Hospitals (Tungs’ Taichung Metro Harbor Hospital, Taiwan, R.O.C.) 中高階主管特質與組織調節能力對醫院永續創新的影響
Aug. - Dec. 2024 Strategic Brand Management Seminar for Executives (Ministry of Economic Affairs, Taiwan, R.O.C.) 第八屆 品牌經營策略總裁班
Aug. - Dec. 2023 Strategic Brand Management Seminar for Executives (Ministry of Economic Affairs, Taiwan, R.O.C.) 第七屆 品牌經營策略總裁班
Jun. - Nov. 2023 Branding Taiwan Workshop (Ministry of Economic Affairs, Taiwan, R.O.C.) 品牌實作計劃
Aug. - Dec. 2022 Strategic Brand Management Seminar for Executives (Ministry of Economic Affairs, Taiwan, R.O.C.) 第六屆 品牌經營策略總裁班
Jun. - Nov. 2022 Branding Taiwan Workshop (Ministry of Economic Affairs, Taiwan, R.O.C.) 品牌實作計劃
Aug. - Dec. 2021 Strategic Brand Management Seminar for Executives (Ministry of Economic Affairs, Taiwan, R.O.C.) 第五屆 品牌經營策略總裁班
Jun. - Nov. 2021 Branding Taiwan Workshop (Ministry of Economic Affairs, Taiwan, R.O.C.) 品牌實作計劃
2021 Symposium of International Management for Taiwan Brand Enterprises [Kaohsiung Session] 2021 (Ministry of Economic Affairs, Taiwan, R.O.C.) 台灣品牌企業國際經營座談會【高雄場】
2021 Symposium of International Management for Taiwan Brand Enterprises [Taipei Session] 2021 (Ministry of Economic Affairs, Taiwan, R.O.C.) 台灣品牌企業國際經營座談會【台北場】
2021 Symposium of International Management for Taiwan Brand Enterprises [Taichung Session] 2021 (Ministry of Economic Affairs, Taiwan, R.O.C.) 台灣品牌企業國際經營座談會【台中場】
Aug. - Dec. 2020 Strategic Brand Management Seminar for Executives (Ministry of Economic Affairs, Taiwan, R.O.C.) 第四屆 品牌經營策略總裁班
Jun. - Nov. 2020 Branding Taiwan Workshop (Ministry of Economic Affairs, Taiwan, R.O.C.) 品牌實作計劃
2020 Seminar of International Business Strategy for Taiwan Brand Enterprises [Kaohsiung Session] 2020 (Ministry of Economic Affairs, Taiwan, R.O.C.) 臺灣品牌國際經營策略研究發表會【高雄場】
2020 Seminar of International Business Strategy for Taiwan Brand Enterprises [Taipei Session] 2020 (Ministry of Economic Affairs, Taiwan, R.O.C.) 臺灣品牌國際經營策略研究發表會【台北場】
2020 Taiwan Brand Enterprises Yearbook (Ministry of Economic Affairs, Taiwan, R.O.C.) 台灣品牌企業國際經營現況與政策建言 - 品牌年鑑白皮書
2019 Taiwan Brand Enterprises Yearbook (Ministry of Economic Affairs, Taiwan, R.O.C.) 台灣品牌企業國際經營現況與政策建言 - 品牌年鑑白皮書
Academy of International Business (AIB)
Academy of Management (AOM)
Strategic Management Society (SMS)
社團法人高雄市產業競爭力研究協會 Kaohsiung Association of Industrial Competitiveness Research, Taiwan, R.O.C.
社團法人台灣精品品牌協會 Taiwan Excellent Brand Association (affiliated with Ministry of Economic Affairs), Taiwan, R.O.C.