Research Interests：Digital Marketing, Consumer-Brand Relationship, Consumer Psychology, Service Innovation and Technology

Education experience：

2009.10-2013.04, Imperial College London, Ph.D in Management

2007.09-2009.06, Xi’an Jiaotong University, MSc in Management Science and Engineering

2003.09-2007.06, Xi’an Jiaotong University, BSc in Industrial Engineering

Working experience：

2022- present, Professor, Xi’an Jiaotong University, China

2019 – 2021, Associate Professor of Marketing, University of Leeds, UK

2014 – 2019, Assistant Professor of Marketing, University of Leeds, UK

2013 – 2014, Research Fellow, University of Strathclyde, UK

Honors and Awards：

Overseas High-Level Talent （Youth）

Young Talent Support Plan of Xi'an Jiaotong University (A)

Teaching courses：

Consumer Behaviour

Marketing Management

Academic Publications：

Ang D, Gerrath M, Liu Y. 2021. How Scarcity and Thinking Styles Boost Referral Effectiveness. Psychology and Marketing.

Heinberg M, Liu Y, Huang X, Eisingerich AB. 2021. A Bad Job of Doing Good: Does Corporate Transparency on a Country and Company Level Moderate Corporate Social Responsibility Effectiveness?. Journal of International Marketing. 29(2), pp. 45-61  

Jiang H, Tan H, Liu Y, Wan F, Gursoy D. 2020. The impact of power on destination advertising effectiveness: The moderating role of arousal in advertising. Annals of Tourism Research. 83

Liu Y, Hultman KGM, Eisingerich A, Wei X. 2020. How Does Brand Loyalty Interact with Tourism Destination? Exploring the Effect of Brand Loyalty on Place Attachment. Annals of Tourism Research. 81

Ang D, Liu Y, Eisingerich AB. 2019. Difference in new product adoption among at-risk members of society: A critical analysis of males, females, and transgender individuals. Personality and Individual Differences. 151  

Liu Y, Zhao X, Liu YY. 2018. Stress and unethical consumer attitudes: the mediating role of construal level and materialism. Personality and Individual Differences. 135, pp. 85-91  

Liu Y, Foscht T, Eisingerich AB, Tsai H-T. 2018. Strategic management of product and brand extensions: Extending corporate brands in B2B vs. B2C markets. Industrial Marketing Management. 71, pp. 147-159  

Palihawadana D, Oghazi P, Liu Y. 2016. Effects of ethical ideologies and perceptions of CSR on consumer behavior. Journal of Business Research. 69(11), pp. 4964-4969  

Jiang H, Sun P, Liu Y, Pan M. 2016. Gratitude and Late Adolescents’ School Well-being: The Mediating Role of Materialism. Social Indicators Research. 127(3), pp. 1363-1376

Liu Y, Eisingerich AB, Auh S, Merlo O, Chun HH. 2015. Service Firm Performance Transparency: How, When, and Why Does It Pay Off?. Journal of Service Research. 18(4), pp. 451-467

Eisingerich AB, Chun HEH, Liu Y, Jia HM, Bell SJ. 2015. Why recommend a brand face-to-face but not on Facebook? How word-of-mouth on online social sites differs from traditional word-of-mouth. Journal of Consumer Psychology. 25(1), pp. 120-128

Academic Projects：

Economic and Social Research Council of UK Research and Innovation, Research Grant, Consumer Data Research Support Service (CDRSS), 2014-02 to 2024-10,

Economic and Social Research Council of UK Research and Innovation, Research Grant, ES/S0 07164/1, CDRC, 2019-02 to 2024-02