Dr. Hsing-Hua Stella Chang is an Associate Professor of International Business (& International Marketing), Strategic Management, and Strategic Brand Management at the International MBA Program of National Taichung University of Education. Her research and teaching focus on international business management, organizational competitiveness, and strategic brand management, with a particular emphasis on sustainable and value-driven branding. Beyond academia, Dr. Chang currently serves as the Advisory Consultant for Total Brand Management at the Taiwan Excellent Brand Association, supported by the Ministry of Economic Affairs, as well as the Secretary General and Editor-in-Chief of the Kaohsiung Association of Industrial Competitiveness Research, where she actively bridges academic insight with industry practice.
Prior to entering academia, Dr. Chang lived and worked abroad for nearly a decade. Her international journey began with postgraduate studies in the United Kingdom and expanded into nine years of professional and independent life overseas, including experiences in the United Arab Emirates, Germany, France, and Singapore. During this time, she built a truly global perspective through her role as Senior Cabin Manager / Global Brand Ambassador at Emirates Airlines, which enabled her to travel to more than 60 countries and over 300 cities. These formative experiences shaped her cognitive flexibility and broadened her intellectual horizons, which continue to inform her teaching and research with a strong emphasis on global engagement, cross-cultural understanding, and strategic transformation.
Ph.D. in International Business, Strategic Management – National Sun Yat-sen University, Taiwan, R.O.C. (Jan. 2021)
Dissertation: Branding Capability and Internationalization: The Case of Emerging-Market Small and Medium-Sized Enterprises — [Distinguished Doctoral Dissertation Award, 2020].
M.A. in Interpreting and Translation – University of Newcastle upon Tyne, North England, UK (2004)
International Business (& International Marketing)
Strategic Management
Strategic Brand Management
Industrial Organization
February 2025 – Present
Associate Professor (tenured) at National Taichung University of Education, International Master’s Program in Business Administration (IMBA), Taiwan, R.O.C.
August 2023 – January 2025
Assistant Professor (tenured) at National Taichung University of Education, International Master’s Program in Business Administration (IMBA), Taiwan, R.O.C.
August 2021 – July 2023
Assistant Professor (tenure-track) at National Taichung University of Education, International Master’s Program in Business Administration (IMBA), Taiwan, R.O.C.
July 2019 – Present
Secretary-General & Editor-in-Chief at Kaohsiung Association of Industrial Competitiveness Research, Taiwan, R.O.C
April 2024 – Present
Advisory Consultant for Total Brand Management at Taiwan Excellent Brand Association, supported by the Ministry of Economic Affairs, Taiwan, R.O.C
https://orcid.org/0000-0003-0041-373X
https://scholar.google.com/citations?user=Z9bimL0AAAAJ&hl=en&oi=ao
Aug. 2024 – Jul. 2026: Exploring Strategies and Underlying Mechanisms of Brand Building: Strategic Transformation of Small and Medium Enterprises from Emerging Markets — funded by the National Science and Technology Council, Taiwan, R.O.C.
Aug. 2023 – Jul. 2024: Sustainability Competence in Exporting Small and Medium Enterprises — funded by the National Science and Technology Council, Taiwan, R.O.C.
Aug. 2022 – Jul. 2023: International Branding Capability and Performance in the International SME — funded by the National Science and Technology Council, Taiwan, R.O.C.
Oct. 2021 – Sep. 2022: Branding Capability and Internationalization: Firm-Specific and Country-Specific Advantages — funded by the National Science and Technology Council, Taiwan, R.O.C.
Hsing-Hua Stella Chang*, Cher-Min Fong, I-Hung Chen (2025, November). A three-process model of consumer animosity in situational animosity: Reference group perspective. European Journal of Marketing. https://doi.org/10.1108/EJM-09-2024-0779 (SSCI, Q1) (IF 5.1, 2024 in the Business category). 國科會管理二學門行銷領域推薦之學術期刊. 第一作者、通訊作者.
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. https://doi.org/10.1002/csr.3208 (SSCI, Q1) (IF 9.1, 2024, top 5% in Business and Management categories). 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, p. 400–412. https://doi.org/10.1016/j.indmarman.2025.01.017 (SSCI, Q1) (IF 7.5, 2024, top 5% in the Business and Management categories) 國科會管理二學門產業行銷領域推薦之學術期刊. 第一作者、通訊作者
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, Q1) (IF 13.3, 2024, top 1% in the Business and Management categories) 單一作者
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) (IF 4.9, 2023) 國科會管理一學門國際企業(&國際行銷)管理領域推薦之學術期刊；第一作者
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) (IF 4.8, 2023) 國科會管理一學門國際企業(&國際行銷)管理領域推薦之學術期刊 ；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) (IF 5.2, 2023) 第一作者、通訊作者
Cher-Min Fong, Hsing-Hua Stella Chang* (2022, Dec). Postacquisition asset redeployment and marketing adaptation: a consumer perspective. International Journal of Emerging Markets, 17 (10): 2721-2739. https://doi.org/10.1108/IJOEM-05-2020-0558 (SSCI, Q2) (IF 2.7, 2023) 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) (IF 4.8, 2023) 國科會管理一學門國際企業(&國際行銷)管理領域推薦之學術期刊；通訊作者
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, Q1) (IF 11, 2023, top 5% in the Business category) 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) (IF 5.2, 2023) 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) (IF 4.9, 2023) 國科會管理一學門國際企業(&國際行銷)管理領域推薦之學術期刊；通訊作者
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) (IF 3.9, 2023) 通訊作者
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. (國科會管理一學門推薦之國際學術會議) 第一作者、通訊作者
Hsing-Hua Stella Chang*, Tung-Lin Tsai (2025, Jun). “Emerging-market Branding strategies for Internationalization”. Asia Academy of Management (AAOM) Special Conference, Bangkok, Thailand. (國科會管理一學門推薦之國際學術會議) 第一作者、通訊作者
Hsing-Hua Stella Chang* (2025, May). Revisiting the strategy-structure-performance paradigm: Sustainable brand transformation. Strategic Management Society (SMS), Special Conference, Palermo, Italy. (國科會管理一學門推薦之國際學術會議) 第一作者、通訊作者
Hsing-Hua Stella Chang* (2024, Dec). "Antecedents and Consequences of International Branding Capability in SMEs." 50th Conference of the European International Business Academy (EIBA) Annual Conference, Finland. (國科會管理一學門推薦之國際學術會議) 第一作者、通訊作者
Hsing-Hua Stella Chang*, Ku-Yuan Wang (2024, Dec). "Building International Branding Capability in Small and Medium Enterprises." The Academy of International Business (AIB) Asia Pacific 2024 Conference, Guangzhou, China. (國科會管理一學門推薦之國際學術會議) 第一作者、通訊作者
Hsing-Hua Stella Chang*, Min-Hua Chang, Tsai-Hsin Cheng (2023, Jul). "Industrial Branding Capability: The Case of Latecomer Small and Medium-sized Enterprises." Academy of International Business (AIB) 2023 Warsaw Conference, Warsaw, Poland. (國科會管理一學門推薦之國際學術會議) 第一作者、通訊作者
Hsing-Hua Stella Chang*, Mong-Ching Lin, Cher-Min Fong (2023, Feb). "The Effect of Social Media Influencers on Boycott Participation Through Attitude Toward the Offending Country in a Situational Animosity Context." 17th International Conference on Management and Marketing Sciences (ICMAMS), Tokyo, Japan. 第一作者、通訊作者
u Published in International Journal of Economics and Management Engineering, Vol. 17, No. 02, 2023.
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." 17th International Conference on Management and Marketing Sciences (ICMAMS), Pattaya, Thailand. 第一作者、通訊作者
u Published in International Journal of Economics and Management Engineering, Vol. 17, No. 02, 2023.
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." 2022 Academy of International Business (AIB) Asia Pacific Regional Conference, Ningbo, China. (國科會管理一學門推薦之國際學術會議) 第一作者、通訊作者
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." Academy of International Business (AIB) 2021 Conference, Miami (Online). (國科會管理一學門推薦之國際學術會議) 通訊作者
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 (Fong, Cher-Min) (2025), an MBA-level textbook published by前程出版社. Contributed by writing case studies and collecting information to facilitate the writing process.
2025 Best Reviewer Award, Strategic Management Society (SMS) – Competitive Strategy Interest Group
Outstanding Research Award (2025), National Taichung University of Education,Taiwan, R.O.C
Excellence in Research Award (2023), National Taichung University of Education,Taiwan, R.O.C
Distinguished Doctoral Dissertation Award (2020), National Sun Yat-sen University,Taiwan, R.O.C
Academy of International Business (AIB)
Strategic Management Society (SMS)
Academy of Management (AOM)
Industrial Marketing Management (Journal)
Publication peer-review
Journal of International Marketing (Journal)
Publication peer-review
International Marketing Review (Journal)
Publication peer-review
European Journal of Marketing (Journal)
Publication peer-review
Journal of Services Marketing (Journal)
Publication peer-review
Business Strategy and the Environment (Journal)
Publication peer-review
Corporate Social Responsibility and Environmental Management (Journal)
Publication peer-review
方至民、張馨化（2025）。企業如何有效經營B2B品牌、優化品牌價值(2/2)。《中華民國全國工業總會會刊：工總發表2025年白皮書》，第666期，2025年9月。
Fong, Cer-Min, & Chang, Hsing-Hua Stella (2025). How Enterprises Can Effectively Manage B2B Brands and Optimize Brand Value. Monthly Journal of the Chinese National Federation of Industries: White Paper 2025, Issue 666, September 2025. Published by Chinese National Federation of Industries (CNFI).
方至民、張馨化（2025）。企業如何有效經營B2B品牌、優化品牌價值(1/2)。《中華民國全國工業總會會刊：產業如何因應全球新變局》，第665期，2025年8月。
Fong, Cer-Min, & Chang, Hsing-Hua Stella (2025). How Enterprises Can Effectively Manage B2B Brands and Optimize Brand Value. Monthly Journal of the Chinese National Federation of Industries: How Industries Respond to Global New Challenges, Issue 665, August 2025. Published by Chinese National Federation of Industries (CNFI)
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, Cer-Min, & Chang, Hsing-Hua Stella (2023). The Endurance of the Excellence Flywheel (Part VI). Knowledge Platform of the Kaohsiung Industrial Competitiveness Research Association: 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, Cer-Min, & Chang, Hsing-Hua Stella (2023). The Endurance of the Excellence Flywheel (Part V). Knowledge Platform of the Kaohsiung Industrial Competitiveness Research Association: 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, Cer-Min, & Chang, Hsing-Hua Stella (2023). The Endurance of the Excellence Flywheel (Part IV). Knowledge Platform of the Kaohsiung Industrial Competitiveness Research Association: 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, Cer-Min, & Chang, Hsing-Hua Stella (2023). The Endurance of the Excellence Flywheel (Part III). Knowledge Platform of the Kaohsiung Industrial Competitiveness Research Association: 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, Cer-Min, & Chang, Hsing-Hua Stella (2023). The Endurance of the Excellence Flywheel (Part II). Knowledge Platform of the Kaohsiung Industrial Competitiveness Research Association: 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, Cer-Min, & Chang, Hsing-Hua Stella (2023). The Endurance of the Excellence Flywheel (Part I). Knowledge Platform of the Kaohsiung Industrial Competitiveness Research Association: Business Management Strategies.
2025: CEO Branding Masterclass — funded by the Ministry of Economic Affairs, Taiwan, R.O.C.
品牌經營策略總裁班（第九屆） — 台灣精品品牌協會 ，經濟部
2025: Brand Optimization and Total Brand Management Workshop — funded by the Ministry of Economic Affairs, Taiwan, R.O.C.
品牌優化與全面品牌管理工作坊 — 台灣精品品牌協會，經濟部
2024: Brand Optimization and Total Brand Management Workshop — funded by the Ministry of Economic Affairs, Taiwan, R.O.C.
品牌優化與全面品牌管理工作坊 — 台灣精品品牌協會 ，經濟部
2024–2025: The Impact of Middle and Senior Management Characteristics and Organizational Adjustment Capacity on Sustainable Innovation in Hospitals — funded by the 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 — 童綜合醫院 / 陳盈安，童綜合醫院
2024: Strategic Brand Management Seminar for Executives (8th Session) — funded by the Ministry of Economic Affairs, Taiwan, R.O.C.
品牌經營策略總裁班（第八屆） — 台灣精品品牌協會 ，經濟部
2023: Strategic Brand Management Seminar for Executives (7th Session) — funded by the Ministry of Economic Affairs, Taiwan, R.O.C.
品牌經營策略總裁班（第七屆） — 台灣精品品牌協會 ，經濟部
2023: Branding Taiwan Workshop — funded by the Ministry of Economic Affairs, Taiwan, R.O.C.
品牌實作工作坊 — 台灣精品品牌協會 ，經濟部
2022: Strategic Brand Management Seminar for Executives (6th Session) — funded by the Ministry of Economic Affairs, Taiwan, R.O.C.
品牌經營策略總裁班（第六屆） — 台灣精品品牌協會，經濟部
2022: Branding Taiwan Workshop — funded by the Ministry of Economic Affairs, Taiwan, R.O.C.
品牌實作工作坊 — 台灣精品品牌協會，經濟部
2021: Strategic Brand Management Seminar for Executives (5th Session) — funded by the Ministry of Economic Affairs, Taiwan, R.O.C.
品牌經營策略總裁班（第五屆） — 台灣精品品牌協會 ，經濟部
2021: Branding Taiwan Workshop — funded by the Ministry of Economic Affairs, Taiwan, R.O.C.
品牌實作工作坊 — 台灣精品品牌協會 ，經濟部
2021: Symposium of International Management for Taiwan Brand Enterprises [Kaohsiung Session] — funded by the Ministry of Economic Affairs, Taiwan, R.O.C.
台灣品牌企業國際經營座談會（高雄場） — 高雄市產業競爭力研究協會，經濟部
2021: Symposium of International Management for Taiwan Brand Enterprises [Taipei Session] — funded by the Ministry of Economic Affairs, Taiwan, R.O.C.
台灣品牌企業國際經營座談會（台北場） — 高雄市產業競爭力研究協會，經濟部
2021: Symposium of International Management for Taiwan Brand Enterprises [Taichung Session] — funded by the Ministry of Economic Affairs, Taiwan, R.O.C.
台灣品牌企業國際經營座談會（台中場） — 高雄市產業競爭力研究協會，經濟部
2020: Strategic Brand Management Seminar for Executives (4th Session) — funded by the Ministry of Economic Affairs, Taiwan, R.O.C.
品牌經營策略總裁班（第四屆） — 台灣精品品牌協會，經濟部
2020: Branding Taiwan Workshop — funded by the Ministry of Economic Affairs, Taiwan, R.O.C.
品牌實作工作坊 — 台灣精品品牌協會，經濟部
2020: Seminar of International Business Strategy for Taiwan Brand Enterprises [Kaohsiung Session] — funded by the 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） — 高雄市產業競爭力研究協會 ，經濟部
2020: Seminar of International Business Strategy for Taiwan Brand Enterprises [Taipei Session] — funded by the 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）— 高雄市產業競爭力研究協會 ，經濟部
2020: Taiwan Brand Enterprises Yearbook — funded by the Ministry of Economic Affairs, Taiwan, R.O.C.
台灣品牌企業年鑑 — 台灣精品品牌協會/高雄市產業競爭力研究協會 ，經濟部
2019: Taiwan Brand Enterprises Yearbook — funded by the Ministry of Economic Affairs, Taiwan, R.O.C.
台灣品牌企業年鑑 — 台灣精品品牌協會/高雄市產業競爭力研究協會 ， 經濟部
2012 – 2020
International Business Conference Interpreter (Accredited by the Ministry of Education, Accreditation No. 1010074), Taiwan, R.O.C
June 2004 – December 2009
Senior Cabin Manager / Global Brand Ambassador at Emirates Airlines, United Arab Emirates