Professor Chen-ho Chao’s latest publication in a top international journal offers critical insights for Chinese companies going global.

In a groundbreaking study published in the international top-tier SSCI journal Journal of Cross-Cultural Psychology, Professor Chen-ho Chao reveals, from the intersection of social psychology and international marketing, how national identity fundamentally shapes consumer trust in “national brands.” Based on four rigorously designed experiments, the research establishes a stable psychological pathway: when national identity is made salient, consumers are more likely to see domestic brands as “one of us,” which in turn increases their trust and willingness to buy. This is not an emotional impulse, but a systematic process driven by two key psychological mechanisms—ingroup bias and collective self-esteem.

More importantly, this research moves beyond the traditional view that national image is merely a macro-level background factor. Instead, it demonstrates that national identity itself can be strategically activated through marketing and converted directly into brand trust. In other words, a country is not just a brand’s place of origin—it can become a form of psychological capital that brands deliberately build and leverage.

This leads to a powerful strategic insight for Chinese firms going global: the true battleground is not simply localization, but whether the brand can be psychologically accepted as part of the local “ingroup.” When Chinese companies succeed in embedding themselves into local identity structures—through local teams, locally resonant storytelling, shared values, and cultural integration—the “Chinese” label is transformed into a source of emotional connection and trust.

Abour Prof. Mike Chao

Mike Chao

PhD
Professor of Marketing
Academic Director of GDBA Program (Asia Track)

Dr. Mike Chao is a seasoned academic and accomplished marketing expert with a diverse and extensive background in higher education and research. He earned his Ph.D. in International Business and Marketing from Saint Louis University, where his dissertation focused on the impact of international and product diversification on multinational corporations’ (MNCs’) performance. He also holds an MBA from University of Missouri - Columbia.

Dr. Chao has an impressive publication record, with research articles published in leading academic journals such as Journal of Consumer Psychology, Journal of International Marketing, and European Journal of Marketing. His work often explores topics at the intersection of consumer behavior and branding, with a strong emphasis on the effects of cultural factors on marketing strategies. In addition to his journal articles, Dr. Chao has contributed book chapters and delivered presentations at prominent international conferences, establishing himself as a thought leader in his field.

Over the course of his academic career, Dr. Chao has held esteemed positions at various institutions. At Baruch College, City University of New York, he served as an Assistant Professor in International Marketing, enriching students' learning experiences with his industry insights. Later, at William Paterson University, he served as an Associate and Tenured Full Professor of Marketing, where he contributed to curriculum development and led the operations of the Russ Berrie Institute for Professional Sales as the Institute Director. Currently, Dr. Chao is a Professor of Marketing at emlyon business school, where he continues to inspire future business leaders with his expertise in marketing strategy, academic consumer behavior research, and global market trends.