Hsin-Chen Lin

Hsin-Chen Lin is a Professor of Marketing in the Faculty of Management. Her main research interests are word-of-mouth, sponsorship, social influence, social media marketing, online advertising, cross-cultural studies, and branding.

Her research focuses on understanding how word-of-mouth, sponsorship, online advertising, and social media marketing affect brand equity according to national cultures and countries.

Hsin-Chen has received three SSHRC grants, a Harrison McCain Young Scholar’s Award, a UNB Merit Award, two University Research Funds, a Faculty Excellence in Research Award, and a Faculty Annual Research Award.

She teaches Principles of Marketing, Marketing Management, Global Marketing, and Social Media Marketing in the BBA and MBA programs at the University of New Brunswick.

Journal articles

Hsin-Chen Lin, Patrick F. Bruning, Ching-Wei Liao, Jiawei Shao. (In Press) “Quality and Intention Signaling: A Meta-Analysis of How Sponsorship Relates to Consumer Responses according to Content, Observability, Credibility, and National Culture.” Journal of Advertising.

Hsin-Chen Lin and Patrick F. Bruning. (2024). “Guidelines for Sponsorship Signaling within Socially Complex Markets.” Business Horizons, 67(1), 19-30.

Patrick F. Bruning, Hsin-Chen Lin, and Ching-Yi Hsu. (2022). “Crafting Solutions to Leadership Demands for Well-Being and Effectiveness.” Business Horizons. 65(5), 603-615.

Hsin-Chen Lin and Patrick F. Bruning. (2021). “Sponsorship in Focus: A Review and Typology of Sponsorship Contexts.” Marketing Intelligence and Planning, 39(2), 213-233.

Joan Freixanet, Iya Churakova, Josep Ralp, and Hsin-Chen Lin. (2021). “Riding the Storm Out: The Short and Long Term Effects of Export Promotion on Firm Performance during an Economic Downturn.” European Journal of International Management, 16(1), 118-147.

Hsin-Chen Lin and Patrick F. Bruning. (2020). “Comparing Consumers’ In-Group-Favor and Out-Group-Animosity Processes within Sports Sponsorship.” European Journal of Marketing, 54(4), 791-824.

Patrick F. Bruning, Nick Turner, and Hsin-Chen Lin. (2020). “Transformational Leadership, Group Affective Tone, and Group Member Social Inferences: A Leadership Complementarity Perspective.” Canadian Journal of Administrative Science, 37(4), 383-395.

Patrick F. Bruning, Bradley J. Alge, and Hsin-Chen Lin. (2020). “Social Networks and Social Media: Understanding and Managing Vulnerability to Social Influence in a Connected Society.” Business Horizons, 6(6)749-761.

Hsin-Chen Lin, Patrick F. Bruning, Nina D. Cole, Douglas H. Flint, Chanrith Ngin, and Vivien Supangco. (2019). “Exploring Justice Judgment Patterns in Asia: A Four Country Multi-Group Latent Class Analysis.” International Journal of Human Resource Management, 30(2), 306-339.

Lovika Soral and Hsin-Chen Lin. (2019). “What Should Canada Export under the CETA? An Examination of the Canada-European Trade Agreement for the Aircraft Sector.” Workplace Review, October, 3-16.

Patrick F. Bruning, Bradley J. Alge, and Hsin-Chen Lin. (2018). “The Embedding Forces of Network Commitment: An Examination of the Psychological Processes Linking Advice Centrality and Susceptibility to Social Influence.” Organizational Behavior and Human Decision Processes, 148, 54-69.

Hsin-Chen Lin and Manohar U. Kalwani. (2018). “Culturally Contingent Electronic Word-of-Mouth Signaling and Screening: A Comparative Study of Product Reviews in the United States and Japan.” Journal of International Marketing, 26(2), 80-102.

Hsin-Chen Lin, Patrick F. Bruning, and Hepsi Swarna. (2018). “Using Online Opinion Leaders to Promote the Hedonic and Utilitarian Value of Products and Services.” Business Horizons, 61(3), 431-442.

Hsin-Chen Lin and A. Jane Dunnett. (2018). “An Exploration of Parental Preferences for Child Care Services in Atlantic Canada.” Services Marketing Quarterly, 39(1), 49-63.

Hsin-Chen Lin. (2017). “How Political Candidates’ Use of Facebook Relates to the Election Outcomes.” International Journal of Market Research, 59(1), 77-96.

Hsin-Chen Lin, Hepsi Swarna, and Patrick F. Bruning. (2017). “Taking A Global View on Brand Post Popularity: Six Social Media Brand Post Practices for Global Markets.” Business Horizons, 60(5), 621-633.