Zixia Cao
Assistant Professor

BUSB 4201


PhD Marketing, Texas A&M University

Areas of expertise



Marketing Strategies

Marketing-Finance Interface

Publications and presentations

Cao, Z. & Yan, R. (2017). Does brand partnership create a happy marriage? The role of brand value on brand alliance outcomes of partners. Industrial Marketing Management.

Yan, R., & Cao, Z. (2017). Product returns, asymmetric information, and firm performance. International Journal of Production Economics, 185, 211-222.

Yan, R., & Cao, Z. (2017). Is brand alliance always beneficial to firms?. Journal of Retailing and Consumer Services, 34, 193-200.

Yan, R., Cao, Z., & Pei, Z. (2016). Manufacturer's cooperative advertising, demand uncertainty, and information sharing. Journal of Business Research, 69(2), 709-717.

Cao, Z., & Yan, R. (2016). Health Creates Wealth? The Use of Nutrition Claims and Firm Financial Performance. Journal of Public Policy & Marketing, 35(1), 58-75.

Cao, Z., & Sorescu, A. (2013). Wedded bliss or tainted love? Stock market reactions to the introduction of cobranded products. Marketing Science, 32(6), 939-959.