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 [email protected].

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.  

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].

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. 

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.

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)