Qicong Zhang

Qicong ZhangDoctoral Student

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Qicong completed her BA in Cultural Business Management at the Zhejiang University of Media and Communications. During her undergraduate studies, she attended the University of California, Riverside, as a visiting student for one semester in 2011, and then worked in Qinhuangdao Broadcasting and TV Station as an intern journalist and also worked in the Fleet Entertainment (Beijing) Media Culture Company as an intern marketing assistant. After graduation, Qicong started her MSc in Media and Advertising at the University of Leicester in September 2012, obtaining high grades in the main modules. Following her research interests in the field of cultural production and consumption, Qicong joined the University of Leicester School of Management to begin her PhD study in October 2013.



Qicong’s research interests mainly lie in the fields of advertising and marketing, especially in cultural production and consumption. Her project focuses on cultural production and consumption of luxury brands within the Chinese context - aiming to fully understand the Chinese luxury consumers from the perspectives of the Chinese cultural context, exploring their luxury value perceptions and motivations for luxury brands. Qicong is also interested in studying cultural intermediaries and is attempting to use relative theories in her PhD project.

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School of Business
University of Leicester
University Road



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