+44 (0) 113 3432625
Academic, Marketing, Global and Strategic Marketing Research Centre (GLOSMARC)


PhD in Marketing, Imperial College London 

Dr. Yeyi Liu is a lecturer (assistant professor) in Marketing at Leeds University Business School. He holds a PhD in Marketing from Imperial College London. Prior to joining Leeds University Business School, Dr. Liu worked as research associate at Strathclyde University Business School, and research assistant at Imperial College Business School.

Dr. Liu’s current research interests lie on consumer-brand relationship, service innovation, technology and digital marketing, and various aspects of consumer behaviour. His research has been accepted for publication in internationally renowned academic journals including Journal of Consumer Psychology, Journal of Service Research, and. Industrial Marketing Management, and also been regularly presented at leading international academic conferences across the world.


• Consumer brand relationships
• Brand attachment

• Brand transparency

• Social media marketing

• Placed-based marketing


Journal Articles

Liu, Y., Foscht, T., Eisingerich, A. B., & Tsai, H. T. (2017). Strategic management of product and brand extensions: Extending corporate brands in B2B vs. B2C markets. Industrial Marketing Management. (forthcoming)

Palihawadana, D., Oghazi, P., & Liu, Y. (2016). Effects of ethical ideologies and perceptions of CSR on consumer behavior. Journal of Business Research, 69(11), 4964-4969.

Eisingerich, A. B., Chun, H. H., Liu, Y., Jia, H. M., & Bell, S. J. (2015). Why recommend a brand face-to-face but not on Facebook? How word-of-mouth on online social sites differs from traditional word-of-mouth. Journal of Consumer Psychology, 25(1), 120-128.

Liu, Y., Eisingerich, A. B., Auh, S., Merlo, O., & Chun, H. E. H. (2015). Service firm performance transparency: How, when, and why does it pay off?. Journal of Service Research, 18(4), 451-467.

Conference Papers

“Stress and consumer ethical beliefs: The role of construal level and materialism” (with Y Liu, X Zhao), American Marketing Association Summer Marketing Educators' Conference 2017, Los Angeles, CA
“The effect of brand loyalty on consumers’ attachment to the place-of-origin”, 2016 Global Marketing Conference, Hong Kong, China

“Developing new product development best practice through industry-academia partnerships - A case study” (with N Fain, B Wagner), 13th International Design Conference - DESIGN 2014, Dubrovnik, Cavtat, Croatia

“Hope, embarrassment, gender and future product adoption” (with AB Eisingerich), Society for Consumer Psychology Summer Conference 2013

“WOM on Facebook vs. traditional WOM” (with AB Eisingerich), American Marketing Association Winter Marketing Educators' Conference 2013, Las Vegas, NV

“The role of electronic WOM on Facebook in the brand attachment - consumer brand purchase relationships” (with AB Eisingerich), Society for Consumer Psychology Winter Conference 2012, Las Vegas, NV

 “Brand ability, social responsibility, and consumer involvement: when Is being transparent beneficial to a brand” (with AB Eisingerich, HEH Chun), American Marketing Association Marketing Educators' Conference 2012, St. Petersburg, FL”

Read more about: