Dr. Cindy (Xin) Liu conduct research in the area of marketing strategy and brand management. Her recent research work focuses on mobile marketing, digital branding strategies and financial implications of marketing strategies. Her publications appeared in marketing journals, including Journal of Retailing, Psychology & Marketing, Cross Cultural & Strategic Management, Journal of Product & Brand Management and Journal of Research in Interactive Marketing. Dr. Liu regularly teaches Marketing Principles, Brand Impression and Management, and Marketing Analytics.
Selected Publications
Hao, A. W., Liu, X., Hu, M. and Guo, X (2020), “Cultural differences in vertical brand extension evaluations: the influence of thinking styles”, Cross Cultural & Strategic Management, Vol. 27 No. 2, pp. 245-263, https://doi.org/10.1108/CCSM-07-2019-0133
Cao, Lanlan, Xin Liu and Wenbin Cao (2018) “The Effects of Search-related and Purchase-related Mobile App Additions on Retailers’ Shareholder Wealth: The Roles of Firm Size, Product Category and Customer Segment”. Journal of Retailing, Vol. 94 (4), 343-351.
Liu, Xin, Jing Hu, and Bing Xu (2017), “Does eWOM Matter to Brand Extension? An Examination of the Impact of Online Reviews on Brand Extension Evaluations,” Journal of Research in Interactive Marketing, 11(3)
Ma, Zhongming, Xin Liu and Tarique Hossain (2013) “Effect of Sponsored Search on Consumer Trust and Choice”, International Journal of Electronic Business Management, 22(4), 227-237.
Hao, A.Wei, Michael Y. Hu, Edward R. Bruning and Xin Liu (2013) “The Impact of Congruity and Country Image on Global Brand Alliance Evaluation”, Journal of International Consumer Marketing, 25(2) 107-123.
Liu, Xin and Jing Hu (2012) “Adolescent Evaluations of Brand Extensions: The Influence of Reference Group”, Psychology and Marketing, Vol. 29(2), 98-106.
