Fang Liu

Associate Professor, Ph.D. in Marketing, Master's in Business Administration (MBA), BA Zhongshan, MBA PhD W.Aust.

  • The University of Western Australia (M263), 35 Stirling Highway,

    6009 Perth


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Personal profile


Dr. Liu holds a BA degree in English Linguistics & Literature from Zhongshan University (Sun Yat-Sen University in Englsih), China (equivalent to 1st-class honours), an advanced MBA (with specializations in marketing and finance) and a PhD in Marketing from the University of Western Australia. Her research interests centre on branding and brand management, marketing communications (Advertising & Public Relations), international strategies and cross-cultural consumer studies. Her research covers a number of industryies such as Tourism, Agribusiness, and FMCP and Luxury markets. Dr. Liu has published dozens of refereed journal articles, book chapters, and conference proceedings. Prior to her academic career, she had extensive experience in the area of international trade and mareketing.

Roles and responsibilities

Research Supervisions

Dr. Liu is a LEVEL 3 Supervisor and in the last seven years, she has successfully supervised five PhD students into completion.

PhD Candidate: K. Ho, 2018-current;

Topic:Developing labelling strategies to market Australian honey worldwide.

PhD candidate: T. Li, 2016-current;
Topic: Tourist Experience and Value of Experience.

PhD candidate: D. Maghrifani, 2017-;
Topic: Value, Advertising, Cross-cultural Tourist Behaviour.

PhD Candidate: J. Liu, 2017-;
Topic: National Branding and Destination Image

PhD candidate: B. Albatati, 2015-2017, PhD. awarded in 2018;
Topic: Feelings, Experiences and Online Gaming Behaviour;

PhD candidate: M. Yu, 2011-2016, PhD awarded in 2017;
Topic: Negative Publicity and Brand Equity;

Dr. D.Sari: 2012-2015, PhD Awarded in 2015;

Topic: Boycott Behaviour of Muslim Consumers;

Dr. S. Wang, 2011-2015, PhD Awarded in 2016;
Topic: The Impact of Persuasive Knowledge on Children;

Dr. M. Krisjanti, 2008-2013, PhD Awarded in 2014;
Topic: Acculturation and Ethnic Identity for Australian Store Brand (private label) Purchases;

Dr. A. Yang, 2006-2009, PhD Awarded in 2010;
Topic: Brand Knowledge and Brand Loyalty in Beer Industry;

Honours Student: Nurfareena Zahari, 2013, Awarded with Upper 2nd Honours;
Topic: Advertising Appeals and Luxury Branding;

Honours Student: F.Hanrahan, 2012, Awarded with 1st Class Honours;
Topic: Celebrity Endorsers and Luxury Branding;

Honours Student: H. Soh, 2008, Awarded with 2nd Class Honours;
Topic: Self-Concept and Purchases of Luxury Brands.

Future research

Consumer Experience (e.g., ecotourism, adventure tourism, and service/product marketing);

Agricultural food marketing (e.g., Australian honey and wine).

Funding overview

Australian Cooperative Research Center (CRC) for Honey Bee Products. 2017 to 2022.

This Australian federally funded Cooperative Research Centre (CRC) will resolve industry problems that limit both the value and expansion of the Australian honey bee products industry. Dr Liu is leading Program 4.2 at the CRC (Developing Labeling and Trademark Strategies to Market Australian Honey Worldwide). More details on the CRC can be found at A PhD scholarship is available for this program for 3.5 years (2018-2021). Please contact Dr. Liu at if you are interested.

BHP Billiton Research Award, 2017
Project Title:On-site ecotourism experience and engagement
Collaborators: Chaozhi Zhang, Geoff Soutar, and Julie Lee

UWA Business School Research Development Award,2014
Project Title: Segmenting Chinese Ecotourists and Predicting Their Travel Intentions.
Collaborators: Julie Lee, Joanne Sneddon, Geoff Soutar, and Gary Sigley

UWA Research Development Award, 2008-2009
Project Title: Brand Evaluations in Relations to Negative Publicity
Collaborator: Jill Sweeney

Emerald International Research Grant, 2006-2007
Project title: The Effect of Language on the Effectiveness of Communicating Commercial Knowledge through Television
Collaborators:Dick Mizerski and W.C. Wang

UWA University Research Grant, 2006-2007
Project Title: Country Image, Price, and Consumption Situation
Collaborator: Jamie Murphy

UWA Business School Research Grant, 2006-2007
Project title: Country of Origin, Consumer Ethnocentrism, and Australian Wine Labelling
Collaborator: Jamie Murphy

UWA Business School Research Grant, 2005-2006.
Project title: The Effects of Language on Bilinguals’ Information Processing

Chun Hui Operating Grant, Ministry of Education, China, 2004-2005.
Project title: A Study on the Relationship between Attitudes towards Marketing and Economy Development in the Western Regions of China.
Collaborator: Guohu Bao, Professor of Marketing, Inner Mongolia Institute of Finance and Economics, China.

Chun Hui Operating Grant, Ministry of Education, China, 2003-2004.
Project title: A Study on Temple Economy, Church Economy, and Market Development.
Collaborator: Cai Yun, Professor of Economics, Tibet University, China.

Current projects

Federal Funded Project:

CRC for Honey Bee Products (2017 to 2022): Working with a number of industry organizations (such as Bee Industry Councial WA (BICWA), One Flower Company, Capilano/Wescobee Company, and etc.) on "developing effective labelling strategies to market Australian honey worldwide".

UWA University funded project:

UWA Research Development Award: "Understanding consumer responses to negative brand informationa and develop strategies for brand recovery", with collaborators from industries such as Bank of China and Prof. Ali Kanso from University of Texas.

UWA Research Grant: Understand the effect of country/region image and price perceptions on brand evaluations, working with a number of acadmemic and industry collaborators.

Other Grants

Industry Grant from Department of Department of Primary Industries and Regional Development, Western Australia, "Developing a strong agritourism in WA" (agreement signed and forthcoming in 2019): collaborated with Prof. Thierry Volery (UWA)

BHP Billiton Research Develoopment Award: "Developing effective strategies to attacting offshore Chinese tourists to Western Australia for ecotourism purposes",  collaborated with Prof. Geoff Soutar (UWA), Chaozhi Zhang (Sun Yat-Sen University, China), Gary Sigley (Luoyang University, China).

Business School Grant: "Segmenting the Chinese ecotourists based on their personal values", collaborators: Jo Sneddon (UWA), Julie Lee (UWA), Geoff Soutar (UWA), Chaozhi Zhang (Sun Yat-Sen University, China), Dr. Shen Ye (Shanghai University, China). 

Other resarch projects:

"Developing creative advertising appeals for luxury brands": working with collaborators including Prof. Ali Kanso in University of Texas (San Antonio), US.

"Understanding how mobile advertising is perceived and accepted among young Chinese consumers", collaborated with Prof. Yong Zhang from Hofstra University, New York, and Prof. Ali Kanso from University of Texas (San Antonio), US.

Industrial relevance

Dr. Fang Liu's research activities cover a varieties of industries with primary focuses on agiculture and food marketing and branding,   tourism and destination marketing, communications (such as advertising and PR), and luxury products and consumption.  Dr. Liu also incorporates a lot of industry cases in her teaching; in particular, she develops work-integrated projects in her undergraduate and postgraduate teachings. Through doing these actual industrial projects, students develop essential pratical/industrial experiences.  The industry partners of these projects included organizations, such as Google, WA Australian Day, Capilano/Wescobee, CBC, Bee Firm NRG, to name just a few.

Teaching overview

Advertising and Promotion, Intergrated Marketing Communications, Global (International) Marketing Strategy, Marketing in China, and others.


Branding and Brand Equity;
Advertising, Digital Media and Marketing Communications;
International/Global Marketing Strategy;
Cross-Cultural Consumer and Tourist Studies;
Experiential Marketing and Tourism;
Agribusiness and Marketing.


English and Chinese (Mandarin & Cantonese).


1) Dr. Liu had once served as an Editorial board member for:

Journal of Global Academy of Marketing Science (JGAMS)

Journal of Advertising (Chinese version)


2) Dr. Liu have been ad hoc reviewers for the following journals:
European Journal of Marketing (EJM)

Journal of Business Research (JBR)

Journal of International Marketing (JIM)

Asia Pacific Journal of Marketing and Logistics (APJML)

Tourism Management

Education Management

International Journal of Wine Business Research (IJWBR)

Journal of Computer-Mediated Communications (JCMC)

Asia European Journal (AEJ)

Asia Communication Journal (ACJ)

Australia - New Zealand Marketing Academy Conference (ANZMAC)                

Australia-New Zealand International Business Association Conference (ANZIBA)                                                      

American Marketing Association Conference (AMA)

Macro Marketing Conference (MMC)

The Association for Education in Journalism and Mass Communication Conference (AEJMC)

3)Other roles

Google International Academic Panel Member (2008-2017)

Guest professorship:

University of Tibet, P.R.China

Inner Mongolian Institute of Finance and Economics, P.R.China.


4)  Professional Memberships: 

Australia - New Zealand Marketing Academy                                                          

Australian Marketing Research Society                                                                     

American Marketing Association

American Academy of Advertising

Academy of Marketing Science

International Academy of Intercultural Research (IAIR)

Western Australia Chinese Scientists Association

5) Prizes and awards

Research-related achievements

“2018 Outstand Paper Award” by Emerald Publishing for the paper titled “The Effects of Self Congruity on Brand Attitude and Brand Loyalty: A Study on Luxury Brands” which was published at European Journal of Marketing (2017).

 “2015 Citation of Excellence Award” by Emerald Publishing for the paper titled “The Effects of Self Congruity on Brand Attitude and Brand Loyalty: A Study on Luxury Brands” which was published at European Journal of Marketing (2012).

“2007 Highly Commented Paper Award” for the paper titled “A Qualitative Study of Chinese Wine Consumption and Purchasing: Implications for Australian Wines” which was published at International Journal of Wine Business Research (2007).

Teaching related achievements

Australian Taxation Office Video Advertising Award (First Prize) (2013)

Australian Taxation Office Video Advertising Award (First Prize) (2012)

Asia Pacific Regional Winner, Google Online Marketing Challenge (2010)

Global Winner, Google Online Marketing Challenge (2008)



Expertise related to UN Sustainable Development Goals

In 2015, UN member states agreed to 17 global Sustainable Development Goals (SDGs) to end poverty, protect the planet and ensure prosperity for all. This person’s work contributes towards the following SDG(s):

  • SDG 8 - Decent Work and Economic Growth
  • SDG 12 - Responsible Consumption and Production

Education/Academic qualification

Marketing, Ph.D., The University of Western Australia

Apr 1999Aug 2004

Award Date: 13 Sep 2005

Marketing & Finance, Master of Business Administration, The University of Western Australia

Feb 1997Dec 1998

Award Date: 21 Apr 1999

English literacy and Linguistics, Bachelor of Arts (1st Class Honours), Sun Yat-Sen University

1 Sep 199115 Jun 1995

Award Date: 15 Jun 1995

External positions

Deputy Chairman, Western Australia Chinese Scientists Association (WACSA)

15 Apr 2016 → …

Industry keywords

  • Tourism
  • Agriculture and Food
  • Communications
  • Education

Research expertise keywords

  • Branding And Brand Management
  • Advertising And Marketing Communications
  • Cross-Cultural Consumer Studies
  • International Marketing
  • Tourism Marketing
  • Advertising and promotion strategy
  • Bilingual and multilingual consumers
  • Consumer behaviour
  • Consumer psychology
  • Cross-cultural consumer studies
  • Global marketing strategy
  • Internet and mobile advertising
  • Marketing in China


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