Dr. Xin Liu

Dr. Xin Liu joined Cal Poly Pomona in 2007 as an assistant professor of marketing. She earned her Ph.D. in marketing from Kent State University. Her research focuses on brand extensions, financial implications of marketing strategies, and online marketing activities. Her publications appeared in such marketing journals and conference proceedings as Psychology & Marketing, Journal of Product & Brand Management, and American Marketing Association conference proceedings. Her recent publication titled “The role of brand image congruity in Chinese consumers’ brand preference,” published in the Journal of Product and Brand Management, has received “Highly Commended” Award from the Emerald Literati Network Awards for Excellence 2013. Before joining academia, Dr. Liu worked as a marketing associate in computer software industry. She currently teaches Principles of Marketing Management (IBM 301), Marketing Problems (IBM 421) and Buyer Behavior (IBM 411).

Selected Publications

  • Hu, Jing, Xin Liu, Sijun Wang, and Zhilin Yang (2012), “The Role of Brand Image Congruity in Chinese Consumers' Brand Preference,” The Journal of Product and Brand Management, 21 (1), 26-34.
  • Liu, Xin, and Jing Hu (2012) "Adolescent Evaluations of Brand Extensions: The Influence of Reference Group," Psychology & Marketing, 29 (2), 98-106.
  • Liu, Xin, and Michael Y. Hu (2011), “Umbrella Brand Price Premiums: Effects of Compatibility, Similarity, and Portfolio Size,” The Journal of Product and Brand Management, 20 (1), 58-64.
  • Liu, Xin, Michael Y. Hu, and Pamela E. Grimm (2010), “Affect Transfer in Brand Extensions: The Role of Expectancy and Relevancy,” The Journal of Product and Brand Management, 19 (5), 317-326.