Dr Yeyi Liu

Dr Yeyi Liu


Dr. Yeyi Liu is a Visiting Senior Research Fellow. Before this, he worked as an Associate Professor of Marketing at Leeds University Business School. 

Dr. Liu's current research interests lie in consumer-brand relationships, service innovation, technology, digital marketing, and various aspects of consumer behavior. His research has been accepted for publication in international academic journals including Journal of Consumer Psychology, Journal of Service Research, Annals of Tourism Research, Journal of International Marketing, Psychology & Marketing, and Industrial Marketing Management, and has also been regularly presented at leading global academic conferences worldwide.

Research interests

Consumer-Brand Relationships

Consumer Psychology

Service Innovation and Technology


  • PhD Marketing, Imperial College London, UK
  • MSc Management Science and Engineering, Xi'an Jiaotong University, China

Student education

Consumer Behaviour

Marketing Analytics

Research groups and institutes

  • Global and Strategic Marketing Research Centre