Fang Liu

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.

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.

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.

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.

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)