Martin J. Liu

Biography

Expertise Summary

Martin taught in Warwick Business School, University of Warwick and Portsmouth Business School, University of Portsmouth before joining University of Nottingham Ningbo China in 2009. His research interests are in the area of consumer behaviour and brand strategy. He is Member of the Association for Consumer Research (ACR) and European Marketing Academy (EMAC). In 2009, Martin has been appointed to an honorary role as Associate Fellow at The University of Warwick.

Apart from academic experiences, he has also worked in marketing consultancy firms in both Canada and the United States in the area of fast moving consumer products (FMCG) and marketing research for semiconductor industry. He also has consultancy experiences in consumer markets such as Canada, China, India, Singapore, Taiwan, United Kingdom and the United States.

 

Teaching Summary

• Marketing Strategy (BSc)
• Managing the Marketing Mix (BSc)
• International Marketing (MSc)
• Marketing for Entrepenurers (Msc)
• Research Method Seminar (PhD)

 

Research Summary

Martin’s primary rersearch interests lie in the area of consumer behaviour and brand strategy. Specifically, his works focus on factors that influence consumers’ authenticity evaluation of off-shore manufactured brands; perceptions of authenticity within contemporary commercialised markets in China and corporate reputation strategy to better communicate value propositions.

 

Honnary Position

Associate Fellow, University of Warwick

 

Publications

Referred Journals 

Nopporn Srivoravilai, T. C. Melewar, Martin Jen-Yuan Liu. and Natalia Yannopoulou (2011) “Value Marketing through Corporate Reputation: An empirical investigation of Thai hospitals”, Journal of Marketing Management, Vol.27 (3/4), pp. 243-268.

Martin Jen-Yuan Liu and Qing Wang (2009). "Double-Standard or Sensible Positioning: What Factors Influence Consumers’ Authenticity Perception of Off-shore Manufactured Brands." Advances in Consumer Research, Asia Pacific, Vol.IX.

Martin Jen-Yuna Liu and Qing Wang (2006). "Mental Visual Imagery, Authenticity and Consumers' Attitude Formation towards Licensed Brands." Advances in Consumer Research, North America, Vol.36, p377-379.

 

Conference Proceedings 

Natalia Yannopoulou, C.  Yalkin, C. and Martin J. Liu: “ Fashion through Time” at the   Asia-Pacific Advances in Consumer Research Conference (AACR), Beijing, China  (2011)

Hang Shen, Ye Tian and Martin J. Liu: “Consumer Chasing Behavior- A New perspective of How Consumer Satisfaction/Dissatisfaction Influences Their Ultimate Loyalty to A Brand” at the Asia-Pacific Advances in Consumer Research (AACR), Beijing, China (2011)

Natalia Yannopoulou, and Martin J. Liu: “ Social Media and the generation of New Forms of Advertising” at the International Conference on Social Science, Shanghai, China (2011).

Natalia Yannopoulou, Martin Jen-Yuan Liu and X. Bian:  “Perceptions of Authenticity within Emerging Markets” at the European Marketing Academy (EMAC) Regional Conference, Hungary (2010).

Natalia Yannopoulou,, Martin Jen-Yuan Liu and R. Elliott: “ Exploring consumers’ perceptions of product offering’s authenticity within contemporary Asian markets” at the  European Advances in Consumer Research (EACR), London, United Kingdom (2010)

Natalia Yannopoulou and Martin Liu: “Brand Trust: Consumers’ Affective and Cognitive Reliance When Brands Are in Crises” at the European Marketing Academy Conference (EMAC), Audencia Nantes, France (2009)

Martin Jen-Yuan Liu and Qing Wang: “Double standard or sensible positioning: what factors influence consumers' authenticity evaluation of off-shore manufactured brands?” at Association for Consumer Research Asia Pacific Conference (AACR), Hyderabad, India (2009)

Martin Jen-Yuan Liu and Qing Wang: “Spectrum of Authenticity and Consumer Expertise” at the Cambridge Judge Business School, Oxford Said Business School and Warwick Business School Joint Doctoral Conference, Warwick Business School, The University of Warwick, Coventry, U.K. (2008)

Martin Jen-Yuan Liu and Natalia Yannopoulou: “Exploring Authenticity in the Chinese Consumer Market” at the proceedings of All China Economics International Conference (ACE), Hong Kong, China (2007)

Martin Jen-Yuan Liu and Qing Wang: “Issues of Authenticity in Brand Licensing and the Use of Mental Visual Imagery in Authenticity Judgment” at the proceedings of European Marketing Academy Annual Conference (EMAC), Reykjavik, Iceland (2007)

Martin Jen-Yuan Liu and Qing Wang: "Mental Visual Imagery, Authenticity and Consumers' Attitude Formation towards Licensed Brands" at Proceedings of the Association for Consumer Research North America Annual Conference (ACR), Orlando, U.S.A. (2006)

Martin Jen-Yuan Liu and Qing Wang: “Authenticity and Consumers' Attitude Formation towards Licensed Brands” at the proceedings the 3rd ASIALICS Conference, TongjiUniversity, Shanghai, China (2006)