Jiaxun He, Ph.D. (Sun Yat-Sen University), is Professor of marketing, management and innovation, Executive Vice Dean of ECNU-UH Joint Translational Science and Technology Research Institute, Chinese Dean of Asia Europe Business School, and was once the Deputy Director of Faculty of Economics and Management (2015.12-2020.7) at East China Normal University. He is also the founder and director of Institute for Nation(al) Branding Strategy. He owned a distinction of being called the New Century Excellent Talent in University by Ministry of Education of China (2008-2011), and was honored the title of Distinguished Visiting Professor of Marketing at the University of North Carolina at Chapel Hill (2011-2012). His research focuses on global branding and nation branding, cross-cultural management, and business strategy in emerging markets. His publications have appeared in many marketing and business journals, including Journal of Business Research, Industrial Marketing Management, International Marketing Review, Frontiers of Business Research in China, Nankai Business Review International, and Computers in Human Behavior, among others. He is the co-editor of Brand Management in Emerging Markets: Theories and Practices (IGI Global, 2014).