Fang Liu

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

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

    6009 Perth


  • 453 Citations
  • 12 h-Index
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Personal profile


Dr. Liu holds a BA degree in English Linguistics & Literature from Zhongshan University, 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, advertising, international strategies and cross-cultural consumer studies. 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 marketing.

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

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

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

PhD candidate: B. Albatati, 2015-current;
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)

UWA funded project:

UWA Research Development Award: Brand Evaluations in relations to Negative Publicity

UWA Research Grant: The effect of country image and price on brand evaluations.

Other projects:
A cross-cultural study on advertising appeals;

A comparative study on traditional and non-traditional media;

Negative publicity and boycotting behaviour.

Industrial relevance

Consulting areas: International strategy (The Greater China Market), Branding and New Brand Development, Advertising and Communication Strategy, Media Selection, Online and Offline marketing, Wine emarketing, and Tourism marketing.

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).

Education/Academic qualification

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


  • 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

Fingerprint Fingerprint is based on mining the text of the person's scientific documents to create an index of weighted terms, which defines the key subjects of each individual researcher.

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Network Recent external collaboration on country level. Dive into details by clicking on the dots.

Projects 2007 2021

Research Output 1999 2018

2 Citations

Genomic analysis of oral Campylobacter concisus strains identified a potential bacterial molecular marker associated with active Crohn's disease

Liu, F., Ma, R., Tay, C. Y. A., Octavia, S., Lan, R., Chung, H. K. L., Riordan, S. M., Grimm, M. C., Leong, R. W., Tanaka, M. M., Connor, S. & Zhang, L., 1 Dec 2018, In : Emerging Microbes and Infections. 7, 1, 64

Research output: Contribution to journalArticle

Open Access
Crohn Disease
Inflammatory Bowel Diseases
Chromosomes, Human, 6-12 and X

A Cross-cultural Study on Processing of Negative Information

Liu, F., Yu, M. & Lee, J. A., 29 Jun 2017

Research output: Contribution to conferenceAbstract

Cross-cultural studies
Negative word-of-mouth
Brand attitude
Consumer response

A Qualitative Study on Ecotourism Experience in China

Li, T., Liu, F. & Liu, J., 15 Jul 2017, Conference Proceedings of Advances in Hospitality and Tourism Marketing and Management Conference (AHTMM) 2017. Ozturen, A., Gursoy, D. & Kilic, H. (eds.). Washington: Washington State University, p. 303-306 4 p.

Research output: Chapter in Book/Conference paperConference paper

2 Citations

Boycotting foreign products: a study of Indonesian Muslim consumers

Sari, D. K., Mizerski, D. & Liu, F., 2017, In : Journal of Islamic Marketing. 8, 1, p. 16-34 19 p.

Research output: Contribution to journalArticle

Data collection
Focus group discussion
Country of origin