University of Nottingham Ningbo China
Nottingham University Business School China
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Martin J. Liu

Associate Dean, Research & Knowledge Exchange, Executive Dean for Zhejiang Provincial Branding Academy, Professor of Marketing and Innovation , Nottingham University Business School China 

Qualifications

PhD in Marketing and Innovation (Warwick, UK)
MSc in Information Resource Management (CMU, USA)
BBA in Marketing (TRU, Canada)

Contact

  • Room 358, Trent Building
    199 Taikang East Road
    Ningbo, China, 315100
     
  • +86 (0) 574 8818 0000 Ext. 8139              
  • +86 (0) 574 8818 0125
  • Martin.Liu@Nottingham.edu.cn
  •  
 20181101_112100

Biography

Expertise Summary

Martin is a Professor in Marketing and Innovation and Associate Dean for Research and Knowledge Exchange at Nottingham University Business School China. Before this appointment he was the Head for Entrepreneurship, Marketing and Management System Department and Director of Executive Education. His research interest relates to how firms’ achieving their marketing goals with digital innovation mechanisms and digital channels. Specifically, he focuses on the transformative potential of digital innovation strategy that influences on consumer behaviour and marketing / branding capabilities of firms. He is a visiting professor at Warwick University and serves external expert for many government agencies in China.

Martin completes his PhD at Warwick Business School, The University of Warwick. 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 has been published in world leading journals such as MIS Quarterly, Journal of Business Research, Business History and International Journal of Production Economics. In addition, Martin has led the development for the “Zhejiang Provincial Branding Academy”, a research and education platform cofounded by UNNC and Zhejiang Provincial Government in China where we contribute to the dialogues of strengthening the branding capabilities of “Zhejiang Made” brands, promotes the education of next generation branding specialist, and provides branding consultation to government and enterprises.

Martin is also a firm believer that research informs teaching and teaching also informs research. He has been a strong advocate in disseminating his research findings and bringing impacts to all classes he teaches including UG, PG, PhD and executive classrooms. For that he has received varies recognitions for teaching and learning excellence including the most prestigious awards such as the Dearing Award, Vice-Chancellor Achievement Medal, Knowledge Exchange and Impact Award and Staff Oscar Award since he joined University of Nottingham .

Prior to his academic career, he had worked in Procter and Gamble (P&G) in Canada and Unison Marketing Inc. in the United States in the area of FMCG (fast moving consumer goods) and marketing research and the external expert for Saatchi and Saatchi between 2013-1015. Martin also has extensive teaching experiences on executive education and consultancy works in the UK, Mainland China and Taiwan.

Teaching Summary

  • Marketing Management (UG)
  • Marketing for Services (UG)
  • E-Business (PG)
  • Marketing for Entrepreneurial Firms (PG)
  • PhD Programme
  • Executive Education

Research Summary

Martin research interests can be divided into two main areas. The first area investigates the links between firm's digital innovation capabilities marketing capabilities for digital ventures. Specifically, His research interest relates to how firms’ achieving their marketing goals with digital innovation mechanisms and digital channels. Specifically, he focuses on the transformative potential of digital innovation strategy that influences on consumer behavior and marketing / branding capabilities of firms. Research Works in this area has been published in MIS Quarterly (MISQ), Journal of Business Research (JBR), International Journal of Production Research (IJPR) and Production Planning & Control. The second area focuses on the production method of product and service in the streams of consumer behavior, e-marketing and brand strategy. Specifically, he particularly interests in the area of how authenticity are created and communicated to create better value propositions to consumers, corporate reputation strategies that enhanced brand value and marketing strategies that utilising social media.  Research Works in this area has been published in Journal of Business Research (JBR), Business History, International Journal of Production Economics (IJPE), Industrial Management and Data Systems (IMDS) and Advances in Consumer Research.

Honnor and Awards

  • Staff Oscar Award, University of Nottingham, China 2017
  • Ningbo Municipal Excellent Teacher Award, Ningbo Municipal Government, China  2016 
  • Knowledge Exchange and Impact (KEI) Team Award (Team), University of Nottingham, United Kingdom  2016 
  • Lord Dearing Award for Teaching and Learning, University of Nottingham, United Kingdom 2014 
  • Best Paper Award Finalist, European Academy of Marketing Conference (EMAC) 2014 
  • Vice-Chancellor’s Achievement Medal, University of Nottingham, United Kingdom 2013
  • Ningbo Municipal Excellent Teacher Award,  Municipal Government of Ningbo, China 2012 

Honorary Appointments 

  • Executive Dean, Zhejiang Provincial Branding Academy

  • Visiting Professor, Warwick Business School, University of Warwick

Publications

Referred Journals 

Fangfang Huo, Boying Li, Alain Chong and Martin J. Liu (2017). “Understanding and predicting what influence online product sales? A neural network approach,” Production Planning & Control. Vol. 28 (11-12) pp. 964-975. (SSCI, ABS 3, ABDC-B)

Jimmy Huang, Ola Henfridsson, Martin J. Liu, and Sue Newell (2017). “Growing on Steroids: Rapidly Scaling the Customer Base through Digital Innovation”, MIS Quarterly (MISQ). Vol. 41 (1) pp. 301-314. (SSCI, ABS 4*, ABDC-A*)

Martin J. Liu, R. Z. Yuan, J. Luo (2016). “Reciprocal Transfer of Brand Identity and Image Associations Arising From Higher Education Brand Extensions”, Journal of Business Research (JBR), 69 (8), pp.3069-3076. (SSCI, ABS 3, ABDC-A) 

Yuan, R. Z. Liu, Martin J., Chong, A.Y.L. and Tan, K.H. (2016). “An Empirical Analysis of Consumer Motivation towards Reverse Exchange”, Supply Chain Management: An International Journal, 21 (2), pp.180-193.  (SSCI, ABS 3, ABDC-A)

Sharifah Alwi, Bang Nguyen, TC Melewar, Martin J. Liu (2016). “Explicating Industrial Brand Equity: Integrating Brand Trust, Brand Performance and Industrial Brand Image,” Industrial Management and Data Systems (IMDS), 116 (5): pp.858-882. (SSCI, ABS 2, ABDC-A) 

Alain Chong, Martin J. Liu, Jun Luo and Keng-Boon Ooi (2015). "Predicting RFID adoption in healthcare supply chain from the perspectives of users", International Journal of Production Economics (IJPE), 159, pp. 66-75. (SCI, ABS 3, ABDC-A*) 

Alain Chong, Martin J. Liu, Eugene Ch'ng and Boying Li (2015). “Predicting consumer product demands via Big Data: the roles of online promotional marketing and online reviews”, International Journal of Production Research (IJPR) 7. (SSCI, ABS 3, ABDC-A) 

Martin J. Liu, Jimmy Huang, Alain Chong and Zhengzhi Guan (2015). “Fellow-townsmenship as the Mechanism for Exploring and Exploiting Business Opportunities: A Longitudinal Reflection of the 19th Century Ningbo Entrepreneurs in Shanghai”, Business History, 57 (6), pp. 1-27. (SSCI, ABS 4, ABDC-A) 

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

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

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

Luo, J., Liu, M. J. Yuan, R.Z. (2015) The Moderating Effect of Customer Scepticism, Group Empowerment, Face Losing and Emotional Contagion on Customers' Aggressive Behaviours. Advances in Consumer Research. Vol. 43. (SSCI, ABS 2)

Martin J. Liu, Natalia Yannopoulou, Xuemei Bian and Richard Elliot (2015). “Perceptions of Authenticity within the Chinese Marketplace”, Journal of Business Research (JBR), 68 (1), pp. 27-33. (SSCI, ABS 3, ABDC-A)

Frauke Mattison-Thompson, Alex Newman and Martin J. Liu (2014). “The Moderating Effects of Collectivism on Brand Loyalty”, Journal of Business Research (JBR), 67 (11), pp. 2437-2446.  (SSCI, ABS 3, ABDC-A) 

Jun Luo, Alain Chong, Eric Ngai and Martin J. Liu (2014). “Green Supply Chain Collaboration Implementation in China: The Mediating Role of Guanxi”, Transportation Research Part E: Logistics and Transportation Review (TRE), Vol. 71 (November), pp. 98-110.  (SCI, ABS 4, ABDC-A*) 

Moosmayer, D., Chong, A. and Liu, J. Martin (2012). “A Neural Network Approach To Predicting Price Negotiation Outcomes In Business-To-Business Contexts”, Expert Systems with Applications, Vol. 40, pp. 3028-3035. (SCI, ABS 3, ABDC-C)

Napporn Srivoravilai, T.C. Melewar, Martin J. Liu, and Natalia Yannopoulou (2011). “Value Marketing through Corporate Reputation: An empirical investigation of Thai hospitals”, Journal of Marketing Management (JMM), Vol.27 (3/4), pp. 243-268.  (SSCI, ABS 3, ABDC-A) 

Yannopoulou, C. N., Yalkin, C. and Liu, J. Martin (2011) Fashion through Time, Advances in Consumer Research (ACR), 41, pp. 363-371. (ABS 2)

Martin J. Liu, Natalia Yannopoulou and Richard Elliott (2010). “Exploring consumers’ perceptions of product offering’s authenticity within contemporary Asian markets”, European Advances in Consumer Research (EACR), Vol. 9 (June), pp. 566 - 571. (ABS 2)

Martin J. Liu and Qing Wang (2009). “Double-Standard or Sensible Positioning: What Factors Influence Consumers’ Authenticity Perception of Off-shore Manufactured Brands”, Asia-Pacific Advances in Consumer Research (AACR), Vol.9, pp. 44-49. (ABS 2)

Martin J. Liu and Qing Wang (2006). "Mental Visual Imagery, Authenticity and Consumers' Attitude Formation towards Licensed Brands", Advances in Consumer Research (ACR), Vol.36, pp. 377-382. (ABS 2) 

Book Chapters

R. Z. Yuan and Martin J. Liu (2016). “Understanding Consumers’ Brands Experience in Japan: A case study of Lexus” in “Asia Branding”, Edited by T.C. Melewar, Bang Nguyen, Don E Schultz. Palgrave Macmillan, ISBN: 9781137489951

R.Z. Yuan, Martin J. Liu and Jianchang Liu (2015). “Ethical marketing” in “Ethical and Social Marketing in Asia”, pp.35-53, Woodhead Publishing, ISBN: 9780081000977

Luo J., Martin J. Liu and A.Y. L Chong. (Accepted). Making Customers Feel Welcome -- The Haidilao Dining Experience In: Kandampully, J. (ed.) Service Management the New Paradigm in Hospitality. 3rd ED. Pearson Prentice Hall, USA.

Luo, J., Martin J. Liu, A.Y.L Chong  (in Print), Haidilao Hotpot Restaurant. In Kamdampully, J. (Ed.), Customer Experience Management: Enhancing Experience and Value Through Service Management, Kendall Hunt Publishing.

Conference Proceedings 

Ruizhi Yuan, Martin J. Liu, Alain Chong and Jun Luo: “Green consumptions: the roles of green values, perceived utilities and purchase intentions” at the European Marketing Academy Conference (EMAC), Valencia, Spain (2014)(Best Paper Award Finalist)

Juzi Zhou, Martin J. Liu, Ruizhi Yuan, Zhengzhi Guan and Jun Luo: “The impact of culture on negative emotions towards luxury consumptions: A study of Chinese consumers” at the European Marketing Academy Conference (EMAC), Valencia, Spain (2014)

Alain Yee-Loong Chong and Martin J. Liu:“Understanding Chinese Manufacturers’ GSCM Adoption: A Buyer-seller Relationship Perspective" at the International Association for Chinese Management Research (IACMR), Beijing, China (2014)

Jun Luo, Ruizhi Yuan, Martin J. Liu and Dirk C. Moosmayer: “Do Customers Buy Our Story? The Effects of Customer Attribution and Skepticism on Negative Emotion and Customer Aggression Following Service Failure” at the European Academy of Marketing Conference (EMAC), Istanbul, Turkey (2013)

Yanyan Chen, Ruizhi Yuan, Dirk C. Moosmayer and Martin Liu: “Need for Cognition as a Moderator in the Association between Advertising Avoidance and Skepticism towards an Advertisement” at the European Academy of Marketing Conference (EMAC), Istanbul, Turkey (2013)

Shen, H., Tian, Y. and Liu, J. Martin: "Consumer Chasing Behavior- A New perspective of How Consumer Satisfaction/Dissatisfaction Influences Their Ultimate Loyalty to A Brand" at the Association for Consumer Research Asia-Pacific Conference (ACR), 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)

Yi Wu, Margi Levy and Martin J. Liu: "Information Systems Integration Mechanisms within Supply Chain Agility in the Chinese Automotive Industry" at the Pacific Asia Conference on Information Systems (PACIS), Taipei, Taiwan (2010)

Liu Martin J., Yannopoulou N, Elliott R.: "Exploring consumers’ perceptions of product offering’s authenticity within contemporary Asian markets" at the Association for Consumer Research European Conference (EACR), London, UK (2010)

Yannopoulou N, Liu Martin J.: "Consumers’ Affective and Cognitive Reliance on Brand Trust when a Brand Crisis occurs in the Private or Public sphere" at the Global Marketing Conference, Tokyo, Japan (2010)

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

Liu Martin J., Yannopoulou N, Elliott R.: "Exploring perception of Authenticity in 21st century consumer markets" at the 5th International Conference of the AM's Brand, Identity and Corporate Reputation SIG., Cambridge, UK (2009)

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

Yannopoulou N, Liu Martin J.: "Exploring Perceptions of Authenticity in Today's Consumer Markets" at the Fourth International Conference on Interdisciplinary Social Sciences, Athens, Greece (2009) 

Martin J. 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 J. 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 Conference (EMAC), Reykjavik, Iceland (2007)

Martin J. Liu and Qing Wang: “Authenticity and Consumers' Attitude Formation towards Licensed Brands” at the proceedings the 3rd ASIALICS Conference, Tongji University, Shanghai, China (2006)

Research Grants

  • Zhejiang Provincial Branding Academy Grant (2016-2018)
  • Nottingham University Outstanding Research Support Scheme (ORSS) Grant (2014-2018)
  • Zhejiang Soft Science Foundation General Programme Grant (2017)
  • Yinzhou District Government, City of Ningbo Research Support Scheme (2015)
  • Ningbo Soft Science Foundation General Program Grant (2015)
  • National Natural Science Foundation China Youth Program (NSFC) Grant (2015)
  • NUBS China Collaborative Research Grant (2012-2015)
  • University of Nottingham Teaching and Learning Development Grant (2012)