Lefa Teng

Professor in the Department of Marketing and Consumer Studies at College of Business and Economics, University of Guelph, Ontario, Canada and Jiangnan University, Jiangsu, China. He holds a PhD in Marketing from Concordia University. 

Dr. Teng was involved with a variety of research projects related to the food and beverage industries including wine research with different organizations. The focus of his previous research in the wine industry has been on development of marketing and branding strategies along with investigating consumer choice behavior. As the first/corresponding author, he has published a number of papers in top and refereed journals including Journal of International Business Studies, Journal of International Marketing, Journal of International Management, Journal of Business Research, Journal of Consumer Marketing, Journal of Services Marketing, and Psychology & Marketing, etc. 

Abstract:

Marketing & Branding Strategies for the Wine Market in China 

Dr. Teng will present the California wine industry with marketing and branding strategies to influence consumers’ preferences, improve customer satisfaction, and maintain customer loyalty, which can increase producers’ sales and profitability in the Chinese market.