BUSB 4201
Zixia (Summer) Cao is an Associate Professor of Marketing at the University of Colorado Denver Business School. She earned her Ph.D. in Marketing from Texas A&M University. Her research specializes in areas such as branding, product innovation, mergers and acquisitions, strategic alliances, and the financial impact of marketing activities. Her work has been published in leading journals, including Marketing Science, Journal of Marketing, and Journal of the Academy of Marketing Science, among others. She currently serves as an Associate Editor for the Journal of Business Research and was a Visiting Fellow at the University of Cambridge's Judge Business School.
Education
PhD Marketing, Texas A&M University
Areas of expertise
Branding
Innovation
Marketing Strategies
Marketing-Finance Interface
Publications
Cao, Z., Feng, H., Wiles, M. (2024). When Do Marketing Ideation Crowdsourcing Contests Create Shareholder Value? The Effect of Contest Design and Marketing Resource Factors. Forthcoming in the Journal of Marketing
Cao, Z., Song, R., Sorescu, A., & Chua, A. (2023). Innovation Potential, Insider Sales, and IPO Performance: How Firms Can Mitigate the Negative Effect of Insider Selling. Journal of Marketing 87 (4), 550-574.
Cao, Z.& Xu, K. (2022). CEO Narcissism, Brand Acquisition and Disposal, and Shareholder Wealth. Journal of the Academy of Marketing Science 50, 777–799.
Cao, Z. (2022). Brand Equity, Innovation and Warranty Expense: How Marketing Factors Help Reduce Warranty Costs? International Journal of Research in Marketing, 39 (4), 1166-1185.
Cao, Z & Yan, R (2021). Product Nutrition, Innovation, Advertising, and Firm’s Financial Gains. Journal of Business Research 133, 13-22.
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 67, 148-157.
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, (2017). Product Returns, Asymmetric Information, and Firm Performance. International Journal of Production Economics 185, 211-222.
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.
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 & Sorescu, A (2013). Wedded Bliss or Tainted Love?: Stock Market Reactions to the Introduction of Co-branded Products. Marketing Science 32 (6), 939-959.
