Dr. Chihling Liu's primary research interests lie in exploring the relationship between identity, self and consumption with a specific focus on improving consumer welfare and making positive social impact.
I am keen to supervise Ph.D. students interested in the relationship between self, identity, and consumption.
I am particularly interested in (but not limited to):
(1) Family consumption and identity negotiation, (2) Consumption, Gender, and Identity from a discursive and an embodied perspective, (3) Transformative consumer research - projects that focus on improving consumer welfare and making positive social impact, and (4) The role of the body in contemporary consumer culture.
In terms of methodology, I am interested in anything qualitative, in the broadest sense.
Dr. Chihling Liu obtained her PhD at Alliance Manchester Business School, U.K. Her current teaching involves courses on Advanced Topics on Consumer Behavior, Marketing Research and Marketing Research and Consultancy Projects and at both undergraduate and postgraduate levels. She has been an editorial board member of the Journal of Business Research since 2016. She is also a member of Association of Consumer Research (ACR) and Consumer Culture Theory (CCT). Her research has been published in Journal of Business Research, European Journal of Marketing, Advances in Consumer Research, and Research in Consumer Behavior.
Dr Chih-Ling Liu is an editorial board member of the Journal of Business Research.
