I am interested in how consumer attitudes towards companies are formed. I have examined different sources of influence on consumer attitudes. I have studied consumers across national, international and online environments. Research findings within those contexts reveal common patterns that form the basis for improved marketing communications with the target audience for the company.

I joined the Department of Marketing at Lancaster University from the Manchester Business School, University of Manchester (United Kingdom).

Academic & research-related experience:

I have co-authored more than 85 articles and conference papers. They were published in both national and international peer-reviewed journals, including Advances in Consumer Reseach, Journal of Marketing Management, International Journal of Intercultural Relations, International Business Review, International Journal of Cross-Cultural Management, International Journal of Online Marketing and Journal of International Consumer Marketing and presented at conferences of high international standing (e.g., US Academy of Consumer Research Conference, US AMS World Marketing Congress, European Marketing Academy Conference).

Co-editing special issues

I have acted as guest co-editor for special issues of the Journal of Consumer Behaviour and the Journal of Virtual Worlds Research.

Industry-related experience:

I have been a small business owner (in the retailing sector) for more than a decade. Also, I have worked as a market researcher for more than five years. I have managed and executed marketing research projects for companies.

Over the past few years, I have acted as the External and the Internal Examiner for PhD examinations:

PhD Candidate: Jingxi Huang, “An assessment of a marketing strategy”, LUMS, Lancaster University, UK, 2021, a member of the internal doctoral panel upgrade. 

PhD Candidate: Jamal Alsaady, “An Examination of Maximization: A Context of Innovation”, Alliance MBS Business School UK, 2019, External examiner

PhD Candidate: Szu-Yao Chien, “Data-Driven Service Systems: Applications of Social Media Dialogue Mining”, Alliance MBS Business School, UK, 2017, External examiner

Alliance Manchester Business School (Title of PhD Thesis: Recruitment Information Source, Content and Organisational Attractiveness: the Role of Jobseekers' Decision-Making Styles), 2015 (External examiner). 

Manchester Business School (Title of PhD Thesis: Regulatory Focus in Action: Encouraging the Uptake of Healthcare Self Management Tools), 2014 (External Examiner).

Lancaster University Management School (Title of PhD Thesis: Exploring and Conceptualising the Interrelationships between Self and Possessions through Hong Kong Chinese Consumers’ Narratives), 2010 (Internal Examiner).

Undergraduate module taught: 

Part II: MKTG222 Marketing

 Administrative roles undertaken:

• Undergraduate Student Tutor
• Module Leader for the above UG module