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Ph.D. in Digital Marketing Ghent University, Belgium. – 2023 MA in Financial Media & Management, Peking University HSBC Business School, China – 2019 BA in Digital Media Technology at Information Engineering School, Communication University of China -2015
Digital marketing and branding, luxury brands
Digital marketing, digital transformation, luxury brands, crypto marketing, decentralization, consumer behavior
Dr Wuxia Bao is an Assistant Professor of Marketing at Rennes School of Business. She earned her Ph.D. from Ghent University in Belgium and completed her Master’s degree at Peking University in China. Her research focuses on how emerging digital technologies impact and transform traditional marketing and branding strategies. In particular, she has a strong interest in and experience with the luxury brand and blockchain industries. She has published in leading journals such as the International Journal of Research in Marketing and serves as a reviewer for several ABS-ranked journals. Her ongoing research projects explore topics including crypto marketing, blockchain decentralization, the virtualization of luxury, and sustainable consumption. In addition to her academic background, she has professional experience as a marketer and financial analyst. She has worked extensively with Web3 innovations and has collaborated with over 100 crypto projects from a marketing perspective. Currently, she teaches graduate-level courses with a strong focus on luxury brands, covering topics such as business innovation, consumer psychology, and marketing strategy.
