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Chih-Ling Liu supervises 3 postgraduate research students. If these students have produced research profiles, these are listed below:

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Dr Chih-Ling Liu


Chih-Ling Liu

Lancaster University

Charles Carter Building



Tel: 44 1524 510197

Research overview

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.

PhD supervision

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, Journal of Marketing Management, Advances in Consumer Research, and Research in Consumer Behavior.


Current Teaching

  • MNGT 610 Marketing Research (Qualitative)
  • MKGT 402(1) Phiosophy of Social Science
  • MKTG 316 Advanced Topics in Consumer Behaviour
  • MKTG 310 Marketing Research and Consultancy Project
  • MKTG 210 Marketing Research (Qualitative)


External Roles

Dr Chih-Ling Liu is an editorial board member of the Journal of Business Research.

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