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

    Australia

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Personal profile

Biography

I have been a researcher for more than twenty years and I am passionate about research that is related to  Consumer Experience and Wellbeing, Product & Service Innovations, Branding, Marketing Communications (e.g., Advertising & Public Relations), Cross-cultural/International Studies and Environmental, Social and Governance (ESG) issues. I have published well-cited papers in internationally renowned journals, including European Journal of Marketing, Journal of Travel Research, International Marketing Review, Current Issues in Tourism, Journal of Destination Marketing and Management, Journal of Brand Management, Journal of Product and Brand Management, to just name a few.

I engage deeply with industries, and I am very keen on working with industries to develop solutions or strategies for their short-term or long-term marketing challenges. I have worked with a variety of industries and sectors, including tourism and destination marketing organisation (DMOs), agribusiness & food, fast-moving consumer products, luxury and fashion products, and innovation & entrepreneurship sectors. I have been awarded nearly $400,000 research funding from the ARC, the University and industries.  

I have successfully supervised more than a dozen of PhD and Honours students to completion. I am recruiting PhD and Master’s in Philosophy students for 2024 and onwards. If you are interested, please email me at fang.liu@uwa.edu.au.

I am an active educator as well and in the past two decades, I have taught undergraduate, postgraduate and executive-level courses across numerous countries. I have expensive experiences in curriculum design and developing innovative teaching approaches that can facilitate and maximise students learning experiences.  

Research

Key Research Areas (not limited to):

  • Consumer Experience & Wellbeing;
  • Branding & Brand Value Creation;
  • Advertising, PR & Marketing Communications;
  • Digital and Creative Digital Strategies;
  • International/Cross-Cultural Consumer Studies;
  • Product & Services Innovations;
  • Environmental, Social and Governance (ESG).

Key Research Methods (not limited to):

  • Experimental and Quasi-experimental methods;
  • Quantitative methods;
  • Mixed methods.

Key Connected Industries (not limited to):

  • Consumer Goods & Services;
  • Tourism & Destination Marketing Organisations;
  • Agribusiness and Food & Beverages;
  • Creative and Media.

Recent Research Recognition: “2022 Publication Award” for a paper published at Journal of Travel Research [ABDC Journal Rank: A*; Scimago: Q1-Ranked 1st in Tourism/Leisure/Hospitality; SSCI: Q1-Ranked 1st in Tourism with Journal Impact Factor: 10.982] and titled “Understanding Potential and Repeat Visitors’ Travel Intentions: The Roles of Travel Motivations, Destination Image, and Visitor Image Congruity”. co-authored with Maghrifani, D., and Sneddon, J. DOI: 10.1177/00472875211018508. 

Other publication awards:

  •  “2019 Highly Commended Paper Award” awarded by Emerald Publishing for the paper titled “The influence of negative publicity on brand equity: attribution, image, attitude and purchase intention” published at Journal of Product and Brand Management in 2018 [ABDC Journal Rank: A].
  • “2018 Outstanding 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 in 2012 [ABDC Journal Rank: A*].
  • “2018 Highly Commended Paper Award” by Emerald Publishing for the paper titled “Boycotting Foreign Brands: a Study on Indonesian Muslim Consumers” which was published at Journal of Islamic Marketing in 2017 [ABDC Journal Rank: B].
  • “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) [ABDC Journal Rank: A*].
  • “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 in 2007 [ABDC Journal Rank: B].

Teaching overview

Current Teaching Focuses:

  • Advertising and Branding
  • Intergrated Marketing Communications
  • Global (International) Marketing Strategy
  • Current Issues in Marketing
  • Marketing Planning & Analyses

Recent Teaching Recognition: I has been nominated for Teaching Excellence Award in 2022. 

Roles and responsibilities

Research Supervisions

Dr. Liu is a LEVEL 3 Supervisor and in the past decade, she has successfully supervised a dozen PhD and honours students into completion (see examples below):

PhD Candidate: K. Ho, 2018-2021, completed.

Topic: Labelling strategies and International Marketing. 

PhD candidate: T. Li, 2016-2019, completed.
Topic: Tourist Experience and Value of Experience.

PhD candidate: D. Maghrifani, 2018-2022, completed. 
Topic: Value Creation & Cross-cultural Tourist Behaviour.

PhD Candidate: J. Liu, 2018-2022. Completed.
Topic: Collaborative marketing (co-marketing) & Synergy Creation.

PhD candidate: B. Albatati, 2015-2017, completed.
Topic: Feelings, Experiences and Online Gaming Behaviour.

PhD candidate: M. Yu, 2012-2016, completed.
Topic: Negative Publicity, Crisis Management and Brand Equity;

PhD Candidate: D.Sari, 2012-2014, completed.

Topic: Boycott Behaviour of Muslim Conumsumers.

PhD Candidate: S. Wang, 2012-2015, completed.
Topic: The Impact of Persuasive Knowledge on Advertising to Children.

PhD Candidate: M. Krisjanti, 2008-2013, completed.
Topic: Private Labels and Marketing towards Ethnic Markets.

PhD Candidate: A. Yang, 2006-2009, completed. 
Topic: Brand Loyalty Behaviour in the 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.

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 http://www.crchoneybeeproducts.com/. A PhD scholarship is available for this program for 3.5 years (2018-2021). Please contact Dr. Liu at fang.liu@uwa.edu.au 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.

Engagement

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 1 - No Poverty
  • SDG 3 - Good Health and Well-being
  • SDG 8 - Decent Work and Economic Growth
  • SDG 9 - Industry, Innovation, and Infrastructure
  • SDG 11 - Sustainable Cities and Communities
  • SDG 12 - Responsible Consumption and Production

Education/Academic qualification

Marketing, Ph.D., Han bilingual processing of radio advertising, The University of Western Australia

Apr 1999Aug 2004

Award Date: 13 Sept 2005

Marketing & Finance, Master of Business Administration, Master of Business Administration (specialised in Marketing and Finance), The University of Western Australia

Feb 1997Dec 1998

Award Date: 21 Apr 1999

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

1 Sept 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
  • Health
  • Communications
  • Education
  • Environmental
  • Not for Profit
  • Finance and Business
  • Creative Arts

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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