Tao Shengping
Professor
Advertising
Chinese Culture University
China
Biography
Tao Shengping received his degree of Ph.D. in Mass Communication from University of Minnesota, United States. Currently, he is the Professor in the Department of Advertising. He has the experience of working as Full-time Assistant Professor in National Defense University, School of Political Science.
Research Interest
Integrated marketing communication, quantitative research and measurement analysis, audiences and consumer behavior research, advertising psychology, cross-cultural marketing communication, social marketing communication
Publications
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Tao Shengping (2013). A Study on the Cognition and Loyalty of Experiential Marketing and Personality Traits in the Creation of Literary Creativity - A Case Study of. "Marketing Review" Issue 10, pp. 1-18.
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Tao, SP (2013), Personality, motivation, and behavioral intentions in the experiential consumption of artworks, Social Behavior and Personality , 41 (9), 1533-1546.
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Tao, SP (2014), Experiential marketing and marketing experience: An empirical study of the influence of summer boot camp on military propensity, Military Psychology , 26 (5-6), 422-433.
