University of Nottingham Ningbo China
Nottingham University Business School China
  • Intranet

Maria Jun Luo

Deputy Director of Undergraduate Programmes,
Assistant Professor in Marketing & Entrepreneurship , Nottingham University Business School China


MSc International Business (UNNC)


  • Room 249, Trent Building, 199 Taikang East Road, Ningbo 315100 China  
  • +86 574 8818 9264
  • +86 574 8818 0125
Maria Luo


Expertise Summary

Dr. Maria Jun Luo is an Assistant Professor in Marketing & Entrepreneurship. Her research is in the area of services marketing. Her co-authored research output has appeared in both marketing and management journals, including Journal of Business Research, International Journal of Production Economics, and Asia-Pacific Advances in Consumer Research etc. She has been teaching various marketing modules within NUBS China since 2011.

Teaching Summary

Undergraduate Programme

  • Marketing Strategy

    Services Marketing

    Marketing Management

    Business School Dissertation

    Managing the Marketing Mix

    Advertising and Marketing Communication

PG Programme

        Marketing Strategy

        Research Methods in Marketing

Research Summary

Dr. Maria Jun Luo’s research interest includes two parts. In the B2C context, her research focuses dominated on customer relationship management, service recovery, E-WoM and customers’ aggressive behaviors etc. In B2B side, her research interest predominantly focus on service innovation, servitization strategy as well as green production.

Administrative Roles

Deputy Director of Undergraduate Programmes

Recent Publications

Referred Journal Article:

Luo, J. #*, Dey, B.L., Yalkin, C., Sivarajah, U., Punjaisri, K., Huang, Y.A. and Yen, D.A., (2018).  Millennial Chinese consumers' perceived destination brand value. Journal of Business Research. (SSCI, ABS 3)

Yuan, R., Liu, M. J., Luo, J. #* and Yen, D. Reciprocal Transfer of Brand Identity and Image Associations Arising From Higher Education Brand Extensions”, Journal of Business Research (JBR), 2016, 69(8):3069-3076 (SSCI, ABS 3)

Luo, J. #*, Liu, M. J. Yuan, R.Z. and Yannopoulou, N. Does it Matter who should be Blamed? Minimizing Customer Aggression When Service Failed. Asia-Pacific Advances in Consumer Research, 2015, 11: 187-188 (ABS Level 2)

Luo, J. #*, Liu, M. J., and Yuan, R.Z. (The Moderating Effect of Customer Skepticism, Group Empowerment, Face Losing and Emotional Contagion on Customers' Aggressive Behaviors. Advances in Consumer Research, 2015, 43: 626-627 (ABS Level 2)

Chong, A.Y.L., Liu, M. J., Luo, J. #* and Ooi, K.B. Predicting RFID adoption in healthcare supply chain from the perspectives of users", International Journal of Production Economics (IJPE), 2015, 159: 66-75 (SCI, ABS Level 3)

Yuan, R.Z., Liu, M. J., Luo, J. #*and Chong, A.Y. L. Conceptualizing Customer Perceived Green Value as a Second-order Construct. Asia-Pacific Advances in Consumer Research, 2015, 11: 291-292. (ABS Level 2)

Luo, J. #*, Liu, M. J.  and Yuan, R.Z. The roles of legitimacy concerns, authenticity and income level in international supermarkets. Asia-Pacific Advances in Consumer Research, 2015, 11: 189-190 (ABS Level 2) 

Luo, J. #*, Chong, A. Ngai, E. and Liu, M. J. Green Supply Chain Collaboration Implementation in China: The Mediating Role of Guanxi, Transportation Research Part E: Logistics and Transportation Review, 2014, 71 (November): 98 - 110 (SCI, ABS Level 3)

Yuan, R., Liu, M. J., Luo, J. #*, Nguyen, B. and Yang, F. A critical review of the literature on authenticity: evolution and future research agenda International Journal of Services, Economics and Management, 2014, 6(4), 339-356 (Scopus)

Referred Book Chapter:

Liu, J. M., Luo J. (Forthcoming). “China Case Book”, Edited by Martin Liu, Jun Luo. Palgrave Macmillan.

Luo J. #*, Liu, M.J., & Chong, A. Y.-L. (2014). Haidilao Hotpot Restaurant. In: Kandampully, J. (ed.) Customer Experience Management -- Enhancing Experience and Value Through Service Management.

Referred International Conferences:

Zhang, Y., Luo, J. #*, and Liu, M. J., Why Do Dissatisfied Chinese Millennial Customers Stay with Disappointed Products? An Exploratory from the Stockholm Syndrome Perspective. European Marketing Association Conference (EMAC), Strathclyde, UK, 2018.05.29-06.01

Zhang, Y., Luo, J. #*, and Liu, M. J., Do customers like to be abused? A study on customer loyalty among Chinese Millennial generation from a Stockholm Syndrome perspective. European Association of Consumer Research Conference (EACR), Ghent, Belgium, 2018.06.21-06.23

Yuan, R. Z., Liu, M. J., Nguyen, B., Luo, J. #* and Man, T. W., Understanding Consumers' Perceptions of Internationalizing Higher Education in Foreign Markets. Academy of Management (AOM), Vancouver, Canada, 2015.08.07-08.11

Chong, A.Y.L., Zhou, L., Liu, M. J. and Luo, J. #*, E-Supply Chain Integration Adoption: Examination of Buyer-Supplier Relationships. Technology Innovation & Industrial Management (TIIM). Seoul, South Korea, 2014.05.28-05.30

Luo, J. #*, Chong, A. Y.-l., and Liu, M. J., Understanding Chinese Manufacturers GSCM Adoption: A Buyer-seller Relationship Perspective. International Association for Chinese Management Research (IACMR). Beijing, P.R. China, 2014.06.18-06.22.

Yuan, R. Liu, M. J. Chong, A.Y.L. and Luo, J. #*, Green consumptions: the roles of green values, perceived utilities and purchase intentions. European Marketing Academy Conference (EMAC). Valencia, Spain, 2014.06.03-06.06

Zhou, J., Liu, M. J. Yuan, R., Guan, Z. and Luo, J. #*, The impact of culture on negative emotions towards luxury consumptions: A study of Chinese consumers. European Marketing Academy Conference (EMAC). Valencia, Spain, 2014.06.03-06.06

Luo, J. #*, Yuan, R., Liu, M. J., and Moosmayer, D. C., Do Customers Buy Our Story? The Effects of Customer Attribution and Skepticism on Negative Emotion and Customer Aggression Following Service Failure. European Academy of Marketing Conference (EMAC). Istanbul, Turkey, 2013.06.03-06.06

Research Grants:

Zhejiang Provincial Branding Academy Grant (2016-2018)

Nottingham University Outstanding Research Support Scheme (ORSS) Grant (2016-2019)

Zhejiang Soft Science Foundation General Programme Grant (2017)

Ningbo Soft Science Foundation General Program Grant (2015)