1. Trang, Pham Ngoc Thu, Le, Angelina Nhat Hanh, Tan, Luc Phan, and Cheng, Julian Ming-Sung* (accepted), “Sustainable marketing management: Using bibliographic coupling to review the State-of-the-Art and identify future prospects”, Journal of Business-to-Business Marketing (2021 SSCI IF: 3.045, JCR in Business 115/154, Q3)
2. Truong-Dinh, Bao Quoc, Nguyen, Tessa Tien, Cheng, Tzu-Chang Forrest, and Cheng, Julian Ming-Sung* (accepted), “Effects of consumer perceptions on carbon-offset payment through mediating and moderating mechanisms”, Transportation Research Part D—Transport and Environment (2021 SSCI IF: 7.041, JCR in Transportation 6/37, Q1; JCR in Environment Studies 18/127, Q1) (Corresponding author)
3. Khalil, Shadab, Pubali, Chatterjee, and Cheng, Julian Ming-Sung (accepted), “Red matte or glossy blue? How color and reflectance drive consumer indulgence”, European Journal of Marketing (2021 SSCI IF: 5.181, JCR in Business 74/154, Q2)
4. Rahimah, Anni, Phuc, Ryan Dang Huu, Nguyen, Tessa, Cheng, Julian Ming-Sung, and Kusumawati, Andriani (Accepted), "The subsequent effects of negative emotions: From brand hate to anti-brand consumption behavior under moderating mechanisms", Journal of Product and Brand Management (2023 SSCI) (2021 SSCI IF: 5.248, JCR in Business 71/154, Q2; JCR in Management 99/226, Q2).
5. Lin, Marta Yuan-Chen, Nguyen, Tessa Tien, Cheng, Edward Ying Lun, Le, Angelina Nhat Hanh, and Cheng, Julian Ming-Sung* (2022), "Proximity marketing and Bluetooth beacon technology: A dynamic mechanism leading to relationship program receptiveness", Journal of Business Research, 141, 151-162 (2022 SSCI) (2021 SSCI IF: 10.969, JCR in Business 17/154, Q1) (Corresponding author).
6. Lin, Marta Yuan-Chen, Do, Ben Roy, Nguyen, Tessa Tien, and Cheng, Julian Ming-Sung* (2022), "Effects of personal innovativeness and perceived value of disclosure on privacy concerns in proximity marketing: Self-control as a moderator", Journal of Research in Interactive Marketing, 16(2), 310-327 (2022 SSCI) (2021 SSCI IF: 10.176, JCR in Business: 21/154, Q1) (Corresponding author).
7. Ho, Huong Xuan, Nguyen, Dong Phong, Cheng, Julian Ming-Sung, and Le, Angelina Nhat Hanh (2022), "Customer engagement in the context of retail mobile apps: A contingency model integrating spatial presence experience and its drivers", Journal of Retailing and Consumer Services, 66, Article 102950 (2022 SSCI) (2021 SSCI IF: 10.972, JCR in Business 16/154, Q1).
8. Le, Angelina Nhat Hanh, Ho, Huong Xuan, Nguyen, Dong Phong, and Cheng, Julian Ming-Sung (2022), "Dataset for cognition processes, motivations, spatial presence experience, and customer engagement in retail mobile apps", Data in Brief, 42, Article 108198.
9. Dang, H.P., Rahimah, A., Lin, J.Y.C., Truong-Dinh, B.Q., Glebanov, P.D., Syed, H.R., Li, N.R., and Cheng, Julian Ming-Sung* (2021), "What makes consumers willing to pay for carbon taxes – A View of Terror Management Theory", Sustainable Production and Consumption, 28, 1092-1203 (2021 SSCI/SCIE IF=8.921, JCR in Environmental Studies (SSCI): 10/127, Q1, JCR in Green & Sustainable Science & Technology (SCIE): 3/9, Q2). (corresponding author)
10. Le, Angelina N. H., Nguyen, Tessa T., and Cheng, Julian Ming-Sung* (2021), "Enhancing sustainable supply chain management performance through alliance portfolio diversity: the mediating effect of sustainability collaboration", International Journal of Operations & Production Management, 41(10), 1593-1614 (2021 SSCI IF=9.360, JCR in Management: 27/226, Q1) (Corresponding author).
11. Rahimah, Anni, Khalil, Shadab, Phuc, Ryan Dang Huu, and Cheng, Julian Ming-Sung* (2020), "The terror of death and consumers’ sustainability attitudes", Journal of Retailing and Consumer Services, 57, Article 102196 (2020 SSCI IF: 7.135, JCR in Business: 32/154, Q1) (Corresponding author).
12. Le, Angelina Nhat Hanh, Tran, Mai Dong, Nguyen, D.P., and Cheng, Julian Ming Sung (2019), “Heterogeneity in the dual personal values-dual purchase consequences-green consumption commitment framework”, Asia Pacific Journal of Marketing and Logistics, 31(2), 480-498 (2019 SSCI IF: 2.511, JCR in Business: 76/152, Q2)
13. Johnston, Wesley J., Le, Angelina Nhat Hanh, and Cheng, Julian Ming-Sung* (2018), "A meta-analytic review of influence strategies in marketing channel relationships", Journal of the Academy of Marketing Science, 46(4), 674-702 (2018 SSCI IF: 9.360, 2018 JCR in Business: 3/147, Q1) (Corresponding author).
14. Johnston, Wesley J, Le, Angelina Nhat Hanh, Khalil, Shadab and Cheng, Julian Mung Sung (2018), “Behavioral implications of international social media advertising - An investigation of intervening and contingency factors”, Journal of International Marketing, 26(2), 43-61 (2018 SSCI IF: 3.375, JCR in Business: 47/147, Q2)
15. Khalil, Shadab, Rahimah, Anni, Tran, Mai Dong, Cheng, Julian Ming-Sung, and Panwar, Vinod (2018), “Understanding green purchase behavior through death anxiety and individual social responsibility: Mastery as a Moderator”, Journal of Consumer Behaviour, 17(5), 477-490 (2018 SSCI IF: 1.580, JCR in Business: 108/147, Q3)
16. Hsu, Melissa Yi-Ting, and Cheng, Julian Ming-Sung (2018), "fMRI Neuromarketing and Consumer Learning Theory: Word-Of-Mouth Effectiveness after Product Harm Crisis", European Journal of Marketing, 52(1/2), 199-223 (2018 SSCI IF: 1.716, JCR in Business: 99/147, Q3).
17. Le, Angelina Nhat Hanh, Do, Ben Roy, Azizah, Nurul, Phuc, Dang Huu, and Cheng, Julian Ming-Sung (2018), “Forces affecting perception of product comments on social-WOM: An interactive, relational communication perspective”, Journal of Consumer Behaviour, 17(4), 393-406 (2018 SSCI IF: 1.580, JCR in Business: 108/147, Q3)
18. Le, Angelina Nhat-Hanh, Cheng, Julian Ming-Sung, and Tra, Mai Dong (2018), “The exercise of power sources in distribution channels: A synthesis study”, Journal of Empirical Generalisations in Marketing Science, 18(1), 1-11.
19. Do, Ben-Roy, Yi, Hsieh-Chiang, Yeh Pi-Wen, Isharina, Ikhtiara Kaideni, and Cheng, Julian Ming-Sung (2017), “Transformational leadership and turnover intention: mediated by organizational culture and perceived organizational support”, Chung-Yuan Management Review (Taiwan), 15(1), 39-62. (Best yearly paper awarded)
20. Jain, Megha, Khalil, Shadab, Johnston, Wesley J., and Cheng, Julian Ming-Sung* (2014), "The performance implications of power-trust relationship: The moderating role of commitment in the supplier-retailer relationship", Industrial Marketing Management, 43(2), 1-20 (2014 SSCI IF=1.820, JCR in Business: 37/115, Q2, in Management: 53/185, Q2) (corresponding author)
21. Dao, William Tien-Van, Le, Angelina Nhat Hanh, Chen, Te-Chao, and Cheng, Julian Ming-Sung (2014), "Social media advertising value: The case of transitional economies in Southeast Asia", International Journal of Advertising, 33(2), 271-294 (2014 SSCI IF= 1.094, JCR in Communication: 28/76, Q2).
22. Cheng, Julian Ming-Sung*, and Hsu, Melissa Yi-Ting (2014), "Product harm crises: The contingent role of information specificity on word-of-mouth effectiveness", International Journal of Psychophysiology, 94, 253 (2014 SSCI IF=2.882, JCR in Biological Psychology: 21/85, Q1) (corresponding author)
23. Le, Angelina Nhat Hanh, Cheng, Julian Ming-Sung, Kuntjara, Hadi, and Lin, Christy Ting-Jun (2014), “Corporate rebranding and brand preference: Brand name attitude and product expertise as moderators”, Asia Pacific Journal of Marketing and Logistics, 26(4), 602-20.
24. Chinomona, R., and Cheng, Julian Ming-Sung (2013), "Distribution channel relational cohesion exchange model: A small-to-medium enterprise manufacturer’s perspective", Journal of Small Business Management, 51(2), 169-184 (2013 SSCI IF= 1.333, JCR in Management: 75/173, Q2).
25. Paswan, A. and Cheng, Julian Ming-Sung (2013), "Franchisee role perception and expectations: A study in Taiwanese franchise industry", Journal of Marketing Channels, 20(1-2), 169-184.
26. Mueangkhot, Thanyalak, Cheng, Julian Ming-Sung, and Kongcharoen, Chaknarin (2013), "Characteristics of Global Calling in VoIP services: A logistic regression analysis", International Journal of Computer Science Issues, 10(4), 17-22.
27. Johnston, Wesley J., Khalil, Shadab, Jain, Megha, and Cheng, Julian Ming-Sung (2012), "Determinants of joint action in international channels of distribution: The moderating role of psychic distance", Journal of International Marketing, 20(3), 34-49 (2012 SSCI IF=2.050, JCR in Business: 28/116, Q1).
28. Jain, Megha, Khalil, Shadab, Le, Angelina Nhat Hanh, and Cheng, Julian Ming-Sung (2012), "The glocalization of channels of distribution: a case study", Management Decision, 50(3), 521-38 (2012 SSCI IF=3.783, JCR in Business: 7/116, Q1, in Management: 13/172, Q1).
29. Sutikno, B. and Cheng, Julian Ming-Sung (2012), "How global companies communicate in host country: A glocalization strategy in web space", Asian Journal of Communication, 22(1), 58-77 (2012 SSCI IF=0.170, JCR in Communication: Q4).
30. Le, Angelina Nhat Hanh, Wang, Michael Chih-Hung, Cheng, Julian Ming-Sung, and Huang, S. C-F (2012), "The Mobility Value of Internet Services in a Wireless City: The Case of Taipei, Taiwan", Asian Journal of Technology Innovation, 20(1), 51-56 (2012 SSCI IF=0.300, JCR in Communication: Q4).
31. Wang, Michael Chih-Hung, Jain, Megha, Cheng, Julian Ming-Sung, and Aung, GKM (2012), "The Purchasing Impact of Fan Identification and Sports Sponsorship", Marketing Intelligence and Planning, 30(5), 553-566.
32. Le, Angelina Nhat Hanh, Cheng, Julian Ming-Sung*, Lee, Y.H., and Jain, Megha (2012), "Brand extension: Parent Brand personality as leverage", Asia Pacific Journal of Marketing and Logistics, 24(4), 599-618. (corresponding author)
33. Jain, Megha, Le, Angelina Nhat Hanh, Lin, Julia Ying-Chao, and Cheng, Julian Ming-Sung* (2012), "Insights into B2B mCommerce adoption in Indian SMEs: A TOE perspective", Tunghai Management Review (Taiwan), 13(1), 147-. (corresponding author)
34. Wang, Michael Chih-Hung, Cheng, Julian Ming-Sung, Purwanto, BM, and Erimurti, K (2011), "The determinants of the sports team sponsor's brand equity: A cross-country comparison in Asia", International Journal of Market Research, 53(6), 1-19 (2011 SSCI IF=0.927, JCR in Business: Q4).
35. Wang, Michael Chih-Hung, Khalil, Shadab, Blankson, Charles, and Cheng, Julian Ming-Sung (2011), "The influence of the provision of online channel functions on exporting channel performance: The moderating effect of international experience", Journal of Global Marketing, 24(2), 125-135.
36. Sutikno, B. and Cheng, Julian Ming-Sung (2011), "Websites glocalization in Indonesia: Do product and websites category matter?", World Review of Business Research, 1(1), 201-210.
37. Cheng, Julian Ming-Sung*, Wang, Edward Shih-Tse, and Lin, Julia Ying-Chao (2010), "Value Creation through Service Cues - The Case of the Restaurant Industry in Taiwan", Services Marketing Quarterly, 31(2), 133-150. (corresponding author)
38. Chinomona, Richard, Lin, Julia Ying-Chao, Wang, Michael Chih-Hung, and Cheng, Julian Ming-Sung* (2010), "Dealers’ Expert and Referent Powers: Means of Increasing Desirable Relationship Outcomes in Sub-Saharan African Channel of Distribution System – The Case of the SME Manufacturing Sector in Zimbabwe", Journal of African Business, 11(2), 1-19. (corresponding author)
39. Cheng, Julian Ming-Sung*, Blankson, Charles, Wang, Edward Shih-Tse, and Chen, Lily Shui-Lien (2009), "Consumer attitudes and interactive digital advertising", International Journal of Advertising, 28(3), 501-525 (2009 SSCI IF=1.091, JCR in Communication: 19/55, Q2). (corresponding author)
40. Cheng, Julian Ming-Sung*, Wang, Edward Shih-Tse, Lin, Julia Ying-Chao, and Vivek, Shiri D. (2009), "Why Do Customers Utilize the Internet as a Retailing Platform? – A View from Consumer Perceived Value", Asia Pacific Journal of Marketing and Logistics, 21(1), 144-60 (corresponding author)
41. Cheng, Julian Ming-Sung*, Blankson, Charles, Sutikno, Bayu, and Wang, Michael Chih-Hung (2009), "Hybrid convenience stores - the changing role of convenience stores in Taiwan", Asia Pacific Journal of Marketing and Logistics, 21(3), 417-443 (corresponding author)
42. Blankson, Charles, Omar, Ogenyi Ejye, and Cheng, Julian Ming-Sung (2009), "Retail Bank Selection in Developed and Developing Countries: A Cross-National Study of Students’ Bank Selection Criteria", Thunderbird International Business Review, 51(2), 183-198. (corresponding author)
43. Tsai, Wen-Hsien, Yuyun, Purbokusumo, Cheng, Julian Ming-Sung, and Tuan, Duc (2009), "E-government evaluation: The case of Vietnam’s provincial websites", Electronic Government, An International Journal, 6(1), 41-53.
44. Wang, Michael Chih-Hung, Wng, Edward Shih-Tse, Cheng, Julian Ming-Sung, and Chen, Alex Fei-Long (2009), "Information Quality, Online Community and Trust: Study of Antecedents to Web Site Shopper Loyalty", International Journal of Electronic Marketing and Retailing, 2(3), 203-19.
45. Wang, Michael Chih-Hung, Chen, Lily S.L., Cheng, Julian Ming-Sung, and Kuntjara, Hadi (2009), "Consumer Involvement and Brand Loyalty in Services", International Journal of Services and Standards, 4(4), 437-452.
46. Cheng, Julian Ming-Sung* and Sutikno, Bayu (2009), "The Typology of Conflict Management Style", The South East Asian Journal of Management, 3(1), 1-8. (corresponding author)
47. Blankson, Charles, Kalafatis, Stavros P., Cheng, Julian Ming-Sung*, and Hadjicharalambous, C (2008), "Impact of Positioning Strategies on Firm Performance", Journal of Advertising Research, 48(1), 106-22 (2008 SSCI IF=0.612; 2008 SSCI IF=0.612, JCR in Communication: 34/45, Q4). (corresponding author)
48. Cheng, Julian Ming-Sung*, Wang, Edward Shih-Tse, Lin, Julia Ying-Chao, Chen, Lily S-L, Huang, Tina W-H (2008), "Extrinsic Cue Effect on Purchase Risk at Global E-tailers Perceived by Online Shoppers", Journal of Retailing and Consumer Services, 15(5), 420-42. (corresponding author)
49. Wang, Michael Chih-Hung, Chen, Lily Shui-Lien, Cheng, Julian Ming-Sung*, and Wu, Laura Hsing-Jung (2008), "Distinction between the Success and Failure Factors Driving the Implementation of eChannels of Distribution: The Case of Taiwan", International Journal of Technology Marketing, 3(2), 183-201. (corresponding author)
50. Cheng, Julian Ming-Sung*, Tsao, Show-Ming, Tsai, Wen-Hsien, and Tu, Hill H.J. (2007), "Will eChannel Addition Increase the Financial Performance of the Firm? – The Evidence from Taiwan", Industrial Marketing Management, 36(1), 50-57 (2007 SSCI IF = 0.911, JCR in Business: 40/72, Q3, in Management: 44/81, Q3) (corresponding author)
51. Lin, Julia Ying-Chao, Wang, Edward Shih-Tse, Kao, Leticia L.Y., and Cheng, Julian Ming-Sung* (2007), "A Study of the Perceived Recognition Affecting the Adoption of Innovation with Respect to the Online Game in Taiwan", Cyber-Psychology and Behavior, 10(6), 813-816 (2007 SSCI IF=1.368, JCR in Communication: 10/45, Q1, in Applied-Psychology: 22/57, Q2). (corresponding author)
52. Cheng, Julian Ming-Sung*, Chen, Lily Shui-Lien, Lin, Julia Ying-Chao, and Wang, Edward Shih-Tse (2007), "Do consumers perceive differences among national brands, international private labels and local private labels? The case of Taiwan", Journal of Product & Brand Management, 16(6), 368-337 (corresponding author).
53. Cheng, Julian Ming-Sung*, Lin, Julia Ying-Chao, Jen, Hill T.H., and Wu, Nina S.H. (2007), "Toward a Stage Model of the International Franchise System Development: The Experience of Firms from Taiwan", Journal of Marketing Channels, 14(4), 65-83 (corresponding author)
54. Blankson, Charles, Cheng, Julian Ming-Sung, and Spears, Nancy (2007), "Determinants of banks selection in USA, Taiwan and Ghana", International Journal of Bank Marketing, 25(7), 469-489.
55. Cheng, Julian Ming-Sung*, Wang, Edward Shih-Tse, Hsu, Ping-Yu, and Tsai, Celia C.Y. (2007), "Effective Communication as a CSF for Successful Integration of ERP and CRM Systems: Case of Taiwan", International Journal of Technology Marketing, 2(2), 183-199. (corresponding author)
56. Cheng, Julian Ming-Sung*, Sheen, Gwo-Ji, and Lou, Guan-Cheng (2006), "Consumers’ Acceptance of the Internet as a Channel of Distribution in Taiwan – A Channel Function Perspective", Technovation, 26(7), 856-864 (2006 SSCI IF=0.582, JCR in Engineer-Industrial: 18/32, Q3, in Operations Research and Management Science: 34/60, Q3) (corresponding author)
57. Tsai, Wen-Hsien, Hsu, Ping-Yu, Cheng, Julian Ming-Sung*, and Chen, Yun-Wen (2006), "An AHP Approach to Assessing the Relative Importance Weights of ERP Performance Measures", International Journal of Management and Enterprise Development, 3(4), 351-375 (corresponding author).
58. Cheng, Julian Ming-Sung*, Blankson, Charles, Wu, Paul C.S., and Chen, Somy S.M. (2005), "A Stage Model of International Brand Development: The Perspective of Manufacturers from two Newly Industrialized Economies – South Korea and Taiwan", Industrial Marketing Management, 34(5), 504-14 (2005 SSCI IF=0.763, JCR in Business: 34/61, Q3, in Management: 40/71, Q3) (corresponding author)
59. Blackson, Charles and Cheng, Julian Ming-Sung (2005), "Have Small Businesses Adopted the Market Orientation Concept? The Case of Small Businesses in Michigan", Journal of Business and Industrial Marketing, 20(6), 317-330.
60. Cheng, Julian Ming-Sung*, Kalafatis, Stavros, Sheen, G.J., and Wu, Laura H.J. (2005), "Towards a Typology of eChannels of Distribution – An E-tailers’ Perspective", International Journal of Electronic Business Management, 3(1), 66-74 (corresponding author)
61. Tsai, W.H., Chien, S.W., Fan, Y.W., and Cheng, Julian Ming-Sung (2004), "Critical Management Issues in Implementing ERP: Empirical Evidence from Taiwanese Firms", International Journal of Services and Standards, 1(3), 299-318.
62. Cheng, Julian Ming-Sung*, Chen, R.H.Y., and Lin, C.H. (2004), “A Study of the Firms’ Internal Factors that Influence the Performance of the Business Use of eCommerce”, Chung Hua Journal of Management (Taiwan), 5(1), 1-22 (corresponding author).
63. 林艷、韋俊仲、鄭明松、許秉瑜 (2004), “以樹狀序列挖掘企業系統效能規則”, 資訊管理學報, 11(3), 155-178, (2004 TSSCI).
64. 羅庚辛、鄭明松、柯家瑜、許明峰 (2004), "智慧資本揭露程度與智慧資本積效的關聯性研究", 政大智慧財產評論, 2(2), 51-80.
65. 林華洋、賴科源、蕭文龍、許秉瑜、呂俊德、蔡文賢、鄭明松、范懿文 (2004), "The Evaluation of Post Implementation of ERP Investment Performance by DEA Approach", 電子商務學報, 6(2), 175-171.
66. Cheng, Julian Ming-Sung*, and Wang, W.M. (2003), “A study on the lessening of consumer’s perceived risk on the Internet business environment: With a special case to online games,” Industrial Forum (Taiwan), 4(2), 233-262 (corresponding author).
67. 蔡文賢、簡世文、呂俊德、許秉瑜、范懿文、鄭明松 (2003), "建構ERP系統之績效評估指標", 電子商務學報, 5(1), 107-139.

Book Chapters

Aida, Loussaief, Cheng, Edward Ying-Lun, Lin, Marta Yuan-Chen, and Cheng, Julian Ming-Sung* (2023), “Location-based proximity marketing: An interactive marketing perspective”, in Wang, Cheng-Lu (ed.), The Palgrave Handbook of Interactive Marketing: Theoretical Advancement and Managerial Application, Palgrave Macmillan, London, UK, pp. 753-782 (corresponding author).

國科會專題研究計畫

1. 元宇宙與消費者福祉的改善，國科會，計畫主持人，執行期間2023/08/01~ 2024/07/31。
2. 電子商務的新契機：人工智能輔助分析下的混合型社交商務（Hybrid Social Commerce），國科會，計畫主持人，執行期間2021/08/01~ 2023/07/31。
3. 攜手並進，共創更明亮的未來：建立強大的供應鏈網絡聯盟以實現環境永續發展的績效，科技部，計畫主持人，執行期間2020/08/01~ 2021/07/31。
4. 虛擬沉浸，一強而有力的現代行銷武器:沉浸式科技(VR，AR和MR)在行銷上的應用，科技部，計畫主持人，執行期間2018/08/01~ 2020/07/31。
5. 關係增加公司績效嗎: 統合情境分析，科技部，計畫主持人，執行期間2017/08/01~ 2019/01/31。
6. 客戶創新:實證上定量的統合分析，科技部，計畫主持人，執行期間2016/08/01~ 2018/07/31。
7. 網路屬性在線上零售的角色：統合分析，科技部，計畫主持人，執行期間2015/08/01~ 2017/01/31。
8. 併購案中的品牌更名策略：功能性核磁共振造影在神經行銷學的觀點，科技部，計畫主持人，執行期間2014/08/01~ 2015/07/31。
9. 「產品傷害危機」：「口碑訊息」特異性對「口碑溝通」之有效性的影響，國科會，計畫主持人，執行期間2013/08/01~ 2014/07/31。
10. 社交媒體廣告價值對社交媒體廣告的態度與行為反應的影響：「跨文化」社交媒體網站類型調節角色的調查，國科會，計畫主持人，執行期間2012/08/01~ 2013/07/31。
11. 權力與影響力策略在行銷通路關係中的一般性：統合分析的觀點，國科會，計畫主持人，執行期間2011/08/01~ 2012/07/31。
12. 加盟主（Franchisee）轉換加盟之行為的研究，國科會，計畫主持人，執行期間2010/08/01~ 2011/07/31。
13. 地理區域來源對品牌權益之影響，國科會，計畫主持人，執行期間2009/08/01~ 2010/07/31。
14. 台灣與蒙古電子商務應用跨文化之比較，國科會，計畫主持人，執行期間2008/08/01~ 2009/07/31。
15. 產品類別，性別-產品，親子配對和同儕對兩代之間品牌權益之影響的干擾效果，國科會，計畫主持人，執行期間2008/08/01~ 2009/07/31。
16. 全球化思考、在地化落實─全球當地化行銷策略的研究，以產品策略為例，國科會，計畫主持人，執行期間2007/08/01~ 2008/07/31。
17. 建立以亞洲市場為對象的動態競爭國際行銷模擬經營遊戲模型，國科會，計畫主持人，執行期間2007/11/01~ 2008/10/30。
18. 在固有實體通路下增加電子通路的績效評估─以資料包絡法為例，國科會，計畫主持人，執行期間2006/08/01~ 2007/07/31。
19. 品牌名稱標準化／全球化 v.s. 客製化／當地化的探討，國科會，計畫主持人，執行期間2005/08/01~ 2006/07/31。
20. 台灣虛擬通路採用的研究─以通路功能角度論述之，國科會，計畫主持人，執行期間2004/08/01~ 2005/07/31。
21. 行銷新趨勢：從「體驗行銷」到「體驗價值」模型的建構，國科會，計畫主持人，執行期間2003/08/01~ 2004/07/31。
22. 韓國廠商國際品牌經營模式之探討，國科會，計畫主持人，執行期間2002/08/01~ 2003/07/31。
23. 影響企業導入電子商務（E-Commerce）績效之因素的探討－以台灣本土企業為實例，國科會，計畫主持人，執行期間2001/08/01~ 2002/07/31。

其他補助

1. 教育部補助新南向計畫學術型領域聯盟-亞洲唯物主義和綠色消費行為的研究:越南與台灣的比較，執行期間2019/01/01~ 2019/08/15。
2. 教育部補助新南向計畫學術型領域聯盟-SSCI行銷期刊寫作研習營:印尼 University of Brawijaya 合作提案書，執行期間2019/01/01~ 2019/08/15。
3. 提升越南教師學術寫作與投稿SSCI行銷期刊能力:越南(胡志明經濟大學),中越(歸仁大學),北越(國立經濟大學) ，執行期間2008/01/02~ 2008/12/31。