Faculty and Staff

Fuan Li

Professor • Management, Marketing and Professional Sales

Fuan Li (Ph.D., Florida International University) is a Full Professor of marketing in the Christos M. Cotsakos College of Business at William Paterson University (Wayne, New Jersey). His research interests include business ethics, cross-cultural research on consumer choice, CRM, brand trust, and consumer-brand relationships. His work has been published in Asian Pacific Journal of Management, Business Ethics: A European Review, European Journal of Marketing, Ethics & Behavior, Journal of Academy of Marketing Science, Journal of Advertising, Journal of Business Ethics, Journal of Business Psychology, International Journal of Market Research, and other highly respected journals.

Professional Interests

Business Ethics, Sustainability, Consumer Trust


PhD Marketing, Florida International University Florida,


Marketing and Branding

Representative Publications

Market Ethic and Morality Transformation in Emerging Economies; , International Journal of Economics and Business Administration; 2022

Moral Integrity and Relationship Commitment: An Empirical Examination in a Cross-Cultural Setting; Journal of Business Ethics; Volume 151, 2018

3061 Valley Road

By appointment